This research was conducted to examine factors affecting tweens´ brand preference for mobile network choice decisions. The results suggest that mobile network providers’ attributes, satisfaction and perceived risk have significant impact on brand preference. Further, tweens´ choices are more likely to be affected by the choices of other people within their local (district) geographic area.

본 연구는 중국의 밀레니엄 세대를 대상으로 소비자 자민족주의(CET) 가치와 자민족주의 광고가 소비자의 국 내 및 외국 브랜드 구매 행위에 미치는 영향을 실증적으로 검증하였다. CET 선행 연구에서는 소비자의 CET 가 치가 구매 행위에 미치는 영향에만 치중하여 온 반면에, 마케팅 자극에 의한 효과에 관한 연구는 미흡하였다. 본 연구에서는 CET 효과와 함께, 자민족주의 광고의 효과도 분석하였다. 이를 위해, 가상 광고를 제작하여 220명 을 대상으로 실험 연구를 수행하였다. 검증 결과, 우선, CET의 효과가 내국 브랜드와 외국 브랜드에 따라 다르게 미치는 것으로 나타났다. CET를 독단주의와 애국심 CET로 구분하여 분석하면, 내국 브랜드에 대해서는 독단주의와 애국심 CET 모두 유의한 영 향을 미쳤으나, 외국 브랜드에 대해서는 애국심만 영향을 미치는 것으로 발견되었다. 연구의 또 다른 결과는 자 민족주의 광고가 내국 브랜드 선택에는 영향이 없으나, 외국 브랜드에는 유의한 영향을 미친다는 점이다. 그러나, 자민족주의 광고가 CET 가치가 높은 소비자에게는 높게 나타나고, 그렇지 않은 소비자에게는 나타나지 않는 확 증 편향(Sullivan, 2009)은 발견되지 않다.

As cause-related marketing (CRM) is becoming an increasingly integral part of corporate social responsibility activities and promotion plans, many researchers have studied what determines the effectiveness of cause-related marketing activities. One of the factors past research paid much attention to in this regard is the fit between the brand and cause. Previous studies have demonstrated that a high brand-cause fit generally improves consumer attitude toward company, increases purchase intent and brand loyalty. However, few recent studies show that a high brand-cause fit may backfire in some circumstances. This research aims to investigate when and why a high brand-cause fit backfires. In this regard, this research focuses on the role of important but understudied concept of consumer-cause fit. Based on a multi-dimensional perspective of self-concept (Sirgy,1982), this research defines and measures consumer-cause fit with respect to multiple dimensions of a consumer’s self-concept. Then, a series of experiments shows how the congruence between images of a cause, a consumer’s ideal and actual self-concept, and images of a brand will interact to moderate, in some cases even reverse, the relationship between brand-cause fit and consumer responses to a cause-related marketing campaign.

Selecting an investment location is one of the most crucial decisions of investors as it has a great influence on the operation and development of the business in the future. At the same time, the attraction of localities will bring advantages for socio-economic development for the localities invested. Investors are interested in localities that have the potential to invest. The study focused on analyzing and testing the influence of place brand equity on the choice of investment locations of domestic investors through a regression analysis using 425 survey samples of investors in Phu Tho province, one of the northern industrial zones in Vietnam. Research results showed that 56.5% of investment decisions depended on factors from place brands. In addition, in the decision-making process for choosing investment locations, brand awareness factor had the greatest impact on investor’s decisions, followed by brand image and brand personality, and finally brand confidence had the smallest impact. Therefore, in the coming time, in order to retain and attract domestic investors to choose Phu Tho as an investment and business destination, it is necessary to increase the value of place brand equity and implement solutions to promote place brands to investors.