Ton Duc Thang University (TDTU) is proud to introduce a new research result entitled "The effect of authenticity perceptions and brand equity on brand choice intention". This study was published in Journal of Business Research on 25/01/2019, Pages 1886-1915 (ISSN: 0148-2963) of Elsevier BV Publisher. The Journal of Business Research is an ISI journal with an Impact Factor (IF) of 4.028 according to Journal Citation Reports (Clarivate, USA) and an H-index of 158 according to SJR (Spain). According to TDTU's ranking system for international publications, Journal of Business Research is a specialized magazine with a specific focus subject area of "Marketing" (according to SJR).
This study uses a popular and prevailing analytical method applied worldwide; a combination of analytical methods used in business-related technology industry. "Fuzzy set qualitative comparative analysis (fsQCA)" translates as "Qualitative comparative analysis method using fuzzy set". Fuzzy set is a technique commonly used in the field of electrical - electronics engineering. This method is a new research application in the field of social sciences. The research model is based on research by leading scholars such as Lu et al. [2015] and Huarng [2016] to affirm the factors influencing customers' intention to choose brands. Research has shed light on the need to implement appropriate strategies to achieve the goal of maintaining brand development for managers.
The first author of this project is Dr. Pham Thi Minh Ly from Faculty of Business Administration. This is a long-term and very elaborating project; Because of standards of Journal of Business Research, the research products published in the journal exert its novelty and pioneering in the scientific field of the article. This article was presented at the GIKA conference (global innovation & knowledge academy) and won an outstanding award.
A photo of the journal article in Journal of Business Research