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2022The effect of CSR motives on brand attitude among Generation Z in Vietnam: A comparative analysis of cause-related marketing and corporate philanthropyNguyễn, Thị Lựu; Đào, Xuân Đạt; Lê, Thị Hồng Hà; Hồ, Thị Yến Chi; Lê, Đình Lâm; Trần, Thị Thúy
2023The effect of Patriotic Advertising on Generation Z's Brand Love in Vietnam: The moderating effect of Corporate Philanthropic Contribution during the Covid-19 pandemicNguyễn, Thị Lựu; Nguyễn, Thị Thanh Hằng; Ngô, Thị Vĩnh; Nguyễn, Nhật Mai; Hoàng, Ngọc Đức Thành; Nguyễn, Hồng Liên
2023RESEARCH ON FACTORS AFFECTING GEN Z'S INTENTION TO CONTINUE USING TIKTOK SOCIAL NETWORKNguyen, Trong Luan; Pham, Huynh Thien; Tran, Chi Than; Le, Nguyen Minh Tue; Nguyen, Trang Thanh Ngan; Bui, Cam Trang
2023RESEARCH ON THE IMPACT OF EWOM IN SOCIAL MEDIA ON CONSUMERS’ ONLINE PURCHASEINTENTION EVIDENCE FROM GENERATION Z IN MEKONG DELTANgo, Thi Thuy An; Vuong, Binh Long; Nguyen, Quoc Khanh; Le, My Dien; Nguyen, Thanh Trung; Tran, My My
2023RESEARCH ON THE IMPACT OF SHORT VIDEO MARKETING ON THE PURCHASE INTENTION OF GENERATION Z IN MEKONG DELTANgo, Thi Thuy An; Nguyen, Anh Duy; Quach, Phu; Nguyen, Thanh Vinh; Dao, Thi Ngoc Kieu; Nguyen, Thi Minh Nguyet
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