| dc.contributor.author | Dung, Trinh Viet | |
| dc.contributor.author | Mai, Nguyen Hoang | |
| dc.date.accessioned | 2024-03-02T18:10:38Z | |
| dc.date.available | 2024-03-02T18:10:38Z | |
| dc.date.issued | 2018-06 | |
| dc.identifier.uri | https://vinspace.edu.vn/handle/VIN/21 | |
| dc.description | Research Findings: Through multiple regression analysis, it was concluded that MPR has a positive relationship with ATB and the tangibles dimension of SERVQUAL; MPR also indirectly affects ATB through this service quality dimension. This research concluded with a model of the relationships among MPR, service quality and ATB. | en_US |
| dc.description.abstract | This research is based on the perspective that public relations may have significant value in terms of marketing, and MPR could benefit corporates by enhancing their services as well as long-term relationships with and trust of customers by generating a positive attitude toward their brand. | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | ASEAN Marketing Journal | en_US |
| dc.subject | Marketing public relations | en_US |
| dc.subject | Service quality | en_US |
| dc.subject | Attitude toward brand | en_US |
| dc.subject | Effectiveness | en_US |
| dc.subject | Research subject categories: social sciences | en_US |
| dc.title | Model of Relationships Among Marketing Public Relations, Service Quality and A vice Quality and Attitude T ttitude Toward Brand | en_US |
| dc.type | Article | en_US |
