Search Results - "Trang, Tran P."

Enhancing brand equity of branded mobile apps via motivations: A service-dominant logic perspective by Tran, Trang P., Mai, Enping Shirley, Taylor, Erik C.

“…•Utilitarian and hedonic motivations are positively related to value in use (VIU).•VIU relates to perceived quality, brand loyalty, and brand…”
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CEO change and the perception of enhanced product: an implicit theory perspective by Lin, Chien-Wei (Wilson), Rai, Dipankar, Tran, Trang P

“…Purpose This paper aims to investigate the influence of implicit self-theories and the change in CEO of a firm after product failure on consumers’ preference…”
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Personalized ads on Facebook: An effective marketing tool for online marketers by Tran, Trang P.

“…A growing number of researchers have examined the effects of personalized advertising in traditional media, however, little has been known about personalized…”
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How personalized advertising affects equity of brands advertised on Facebook? A mediation mechanism by Tran, Trang P., Lin, Chien-Wei, Baalbaki, Sally, Guzmán, Francisco

“…This research proposes and tests a conceptual model to address how perceived personalization of a brand’s ad seen on Facebook enhances consumer perception…”
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Market orientation, learning orientation and business performance: The mediating role of innovation by Mahmoud, Mahmoud Abdulai, Blankson, Charles, Owusu-Frimpong, Nana, Nwankwo, Sonny, Trang, Tran P.

“…Purpose - The purpose of this paper is to examine the relationship between market orientation, learning orientation and innovation; and second, assesses the…”
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Understanding drivers of brand love - the role of personalized ads on social media by Tran, Trang P, Muldrow, Adrienne, Ho, Khanh Ngoc Bich

“…Purpose This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships on social media…”
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Understanding drivers and outcomes of brand attachment in mobile branded apps by Tran, Trang P, Furner, Christopher P, Albinsson, Pia A

“…Purpose Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a…”
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Application and validation of a consumer ethnocentrism scale in a young Vietnamese market segment by Tran, Trang P., Khanh Ngoc Ho, Bich, Quang Le, Truc, Trong Hoang, Hung

“…The primary objective of this study is to validate a consumer ethnocentrism scale in Vietnam on the basis of the existing scale, CETSCALE, proposed by Shimp…”
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Enhancing brand equity in branded apps: A hedonic and utilitarian motivation´s perspective by Tran, Trang P., Gugenishvili, Ilia, Muldrow, Adrienne F.

“…Although an increasing amount of research nowadays investigates the impact of mobile apps, how branded apps influence desirable outcomes, such as brand equity,…”
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Exploring the relationship between trusts, likability, brand loyalty, and revisit intentions in the context of Airbnb by Tran, Trang P., Wen, Chao, Gugenishvili, Ilia

“…Purpose Collaborative consumption has caught researchers’ attention due to its rapid growth. Drawing on the causal relationship between cognition, affection…”
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National versus private brand: A regulatory focus perspective by Tran, Trang P., Guzmán, Francisco, Paswan, Audhesh K., Blankson, Charles

“…Why do consumers choose a private versus national brand? A between-subjects factorial design was used to address this question in two product categories:…”
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Personalization, value co-creation, and brand loyalty in branded apps: an application of TAM theory by Tran, Gina A., Ketron, Seth, Tran, Trang P., Fabrize, Robert

“…Many times, branded apps are rarely used after consumers initially download them, raising the question of how marketers can make these apps more useful to…”
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How does personalization affect brand relationship in social commerce? A mediation perspective by Tran, Trang P, van Solt, Michelle, Zemanek Jr, James E

“…Purpose This paper aims to tests a conceptual model capturing the influence of personalized advertising on customer perceptions of brands in social media and…”
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Understanding Key Factors Motivating Customers to Purchase Brands via Brand Apps: A Service Dominant Logic Perspective by Tran, Trang P., May, McKenzie, Kowalczyk, Christine M.

“…Although an increasing amount of research investigates the impact of mobile apps, their influence on brand equity is still underexplored. This research…”
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Two decades of the Journal of Marketing Channels’ research: Providing direction for the future of inter-organizational research by Zemanek, James E, Tran, Trang P

“…For over 25 years, the Journal of Marketing Channels was a hub for marketing channel research. Today, over 4,000 citations of the JMC’s exist in periodicals…”
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Market orientation: An option for universities to adopt? by Tran, Trang P, Blankson, Charles, Roswinanto, Widyarso

“…The primary objectives of this exploratory paper are to test the concept of market orientation adapted from related literature in the education context and to…”
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Compensatory Solution: Can it Save a Company from a Service Failure? by Tran, Trang P., Roswinanto, Widyarso, Yunus, Erlinda Nusron, Kurnia, Pepey Riawati

“…This article develops a framework incorporating the relationship between service failure and customer behaviors, as well as moderation effects of compensatory…”
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Vietnam and Entrepreneurial Private Enterprises: A Macromarketing Perspective by Paswan, Audhesh K., Tran, Trang P.

“…This study focuses on the phenomenon of entrepreneurial private enterprises and their macromarketing implications in Vietnam—a vibrant economy transitioning…”
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Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality by Shanahan, Tyler, Tran, Trang P., Taylor, Erik C.

“…Social media has become one of the largest environments of human interaction, with more than 80% of Americans using social media and firm spending on social…”
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A study of factors that contribute to online review helpfulness by Huang, Albert H., Chen, Kuanchin, Yen, David C., Tran, Trang P.

“…•The findings suggest that word count has a threshold in its effects on review helpfulness.•Reviewer experience and their impact were not statistically…”
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