Attitudes toward advertising as a research topic has been around for a long time. In the West, the heyday of research on such issues is past, although some work continues on specific issues and to update to new media channels, such as various online contexts. However, it is still an important...

Asia's economic crisis has caused many middle class consumers to watch their budgets more closely. However, this is not the same thing as consumers becoming highly price conscious, with price as the top criteria in making brand choice. Asia's modern middle class is strongly value oriented,...

Vietnam's evolving reform process is gaining momentum. Vietnam's Communist Party, however, continues to maintain strong control over economic affairs. Foreign companies with commercial expectations typically are forced into partnership with State instruments responsible for implementation of...

Vietnam's large potential market and oil resources have attracted many multinational companies, and joint ventures have been the common form of entry. Joint ventures allowed multinationals to gain quick entry, and domestic companies to gain access to capital and technical expertise. However,...

Intercept interviews of 200 middle class residents of Ho Chi Minn City examined consumer perceptions about brand of engine lubricants, which are still largely a consumer product in Vietnam (i.e., consumers buy it and put it in their motorcycle or car engines themselves). A wide range of foreign...

Purpose – Aims to view two key issues, the importance of country-of-origin (COO) and perceptions of individual brands across different segments of consumers, and whether price cutting helps overcome negative perceptions.Design/Methodology/Approach – Uses conjoint methods to investigate...

Vietnam has attracted a large amount of foreign investment in recent years, and even more foreign products are imported. Foreign companies operating in this rapidly developing market have a huge need for reliable marketing information, and the marketing research industry has taken off since...

Purpose – Aims to view two key issues, the importance of country‐of‐origin (COO) and perceptions of individual brands across different segments of consumers, and whether price cutting helps overcome negative perceptions. Design/methodology/approach – Uses conjoint methods to investigate...

Commercial advertising is relatively new in Vietnam, having been reintroduced only after reform began, and policy has been erratic. Much initial criticism seems to be based on the fact that foreign companies are usually better at it than local companies, and thus gain market share. However, one...