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Vietnamese consumers attitude on television advertisement of skin care

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  • Giao, Ha Nam Khanh

Abstract

The research investigates how the factors affect Vietnamese consumers attitude on television advertisement of skin care, by intervewing 280 consumers. The method of Cronbach’s Alpha analysis, EFA analysis and multiple regression analysis were used with the SPSS program. The result shows that the affects of the factors on Vietnamese buyer’s behavior about TV commercial of skin care increasingly: Entertaiment, Informativeness, Celebrity, In-irritation, Credibility. The research also suggests some solutions to the television advertisers to enhance capability of serving consumers.attitude on television advertisement, Vietnamese consumers, skin care

Suggested Citation

  • Giao, Ha Nam Khanh, 2019. "Vietnamese consumers attitude on television advertisement of skin care," OSF Preprints a2bn9, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:a2bn9
    DOI: 10.31219/osf.io/a2bn9
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