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Product attributes and preference for foreign brands among Vietnamese consumers
Institution:1. Monash Business School, Monash University, Level 5, Building S, Caulfield Campus, 26 Sir John Monash Drive, Caulfield East, VIC 3145 Melbourne, Australia;2. Monash Business School, Monash University, Level 11, Building 20 (Menzies Building), Clayton Campus, Wellington Rd, Clayton, VIC 3168 Melbourne, Australia;3. Griffith Business School, University of Griffith, Gold Coast Campus, QLD 4222, Business School (G.42) Room 7.07, Brisbane, Australia;1. Sprott School of Business, Carleton University, 1125 Colonel By Drive, Ottawa, Ontario, Canada K1S 5B6;2. DeGroot School of Business, McMaster University, 1280 Main Street West, Hamilton, Ontario, Canada L8S4M4;1. The Institute of Strategy and Management, Norwegian School of Economics, Helleveien 30, Bergen 50345, Norway;2. The Institute of Strategy and Management, Norwegian School of Economics, Helleveien 30, Bergen 5045, Norway;1. Department of Marketing, College of Business Administration, Georgia Southern University, P.O. Box 8154, Statesboro, GA 30460, United States;2. Department of Marketing, College of Business, James Madison University, 421 Bluestone Dr. MSC 0205, Harrisonburg, VA 22807, United States
Abstract:
Keywords:Vietnam  Foreign brand  Product attributes  Fashion purchase  Emerging market
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