Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal ASEAN Marketing Journal
Nguyen, Hoang Mai
Unknown Affiliation
Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Model of Relationships Among Marketing Public Relations, Service Quality and Attitude Toward Brand Trinh, Viet Dung; Nguyen, Hoang Mai
ASEAN Marketing Journal
Publisher : UI Scholars Hub

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Manuscript type: Full research paper. Research Aims: Exploratory. Design/methodology/approach: This research is based on quantitative data collected from 317 respondents who took part in various MPR programs of RMIT International University Vietnam (RMIT Vietnam) in 2016. Research Findings: Through multiple regression analysis, it was concluded that MPR has a positive relationship with ATB and the tangibles dimension of SERVQUAL; MPR also indirectly affects ATB through this service quality dimension. This research concluded with a model of the relationships among MPR, service quality and ATB. Theoretical Contribution/Originality: This research is based on the perspective that public relations may have significant value in terms of marketing, and MPR could benefit corporates by enhancing their services as well as long-term relationships with and trust of customers by generating a positive attitude toward their brand. Research limitation/Implications: For the implementations, managers of RMIT Vietnam are highly recommend to make the MPR programs more tangible to gain positive ATB. Other service providers will enhance their service quality and adjust the budget accordingly by implementing this model for innovative solutions to ongoing marketing programs.
Co-Authors Trinh, Viet Dung