FACTORS AFFECTING THE SUSTAINABLE DEVELOPMENT TO VIETNAMESE RICE BRANDS IN JOINING TPP AGREEMENT: A STUDY IN HO CHI MINH CITY, VIETNAM
Journal Title: European Journal of Business and Social Sciences - Year 2016, Vol 4, Issue 11
Abstract
The study is to analyze the factors affecting the sustainable development to Vietnamese rice brands in joining TPP agreement. 532 consumers and 17 observed variables were conducted to determine the factors affecting the sustainable development to Vietnamese rice brands in joining TPP agreement. The study results showed that 04 factors having an impact on the sustainable development to Vietnamese rice brands in joining TPP agreement as follows: (1) Perceived superior quality, (2) Brand awareness, (3) Brand associations and (4) Brand loyalty. After the data being analyzed, the main objectives of this study are to: First, identify the factors affecting the sustainable development to Vietnamese rice brands in joining TPP agreement. Second, determine the priority order of the impact level these factors affecting the sustainable development to Vietnamese rice brands in joining TPP agreement. Third, propose solutions to the sustainable development to Vietnamese rice brands in joining TPP agreement.
Authors and Affiliations
Tran Phi Hoang| Corresponding Author Industrial University of Ho Chi Minh City, Viet Nam, Tran Thi Hue Chi| Industrial University of Ho Chi Minh City, Viet Nam, Ngo Cao Hoai Linh| Industrial University of Ho Chi Minh City, Viet Nam, Ha Trong Quang| Industrial University of Ho Chi Minh City, Viet Nam
Keywords
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- EP ID EP10710
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