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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/1663
Title: Application of brand activism in marketing strategy in Vietnam: a qualitative study on effective ways to respond to social movements in Vietnam
Authors: Le Minh Quan 
Keywords: Brand activism;Social movements
Issue Date: 2023
Abstract: 
The goal of this thesis is to have a full grasp of how brand activism works in Vietnam and to build an effective performance strategy in that setting. Brand activism is rapidly gaining traction in Vietnam. However, the majority of these actions are perceived unfavorably. It is said to be disguised advertising. However, through the findings of the study, these campaigns actually have a beneficial influence on branding and increase purchase engagement. In addition, the paper discovered explanations for the phenomenon of brand concentration in specific social movements. Cultural and political issues have partly created difficulties and facilitated the implementation of these projects to promote social development. The theoretical framework implemented is an inductive approach to provide an overview of brand activism in the Vietnamese context. And the study applies an in-depth interview method based on qualitative methods to collect primary data related to this topic
URI(1): https://epub.vgu.edu.vn/handle/dlibvgu/1663
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:Finance & Accounting (FA)

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