Trường Đại học Quốc tế, Đại học Quốc gia Thành phố Hồ Chí Minh

This study employs qualitative multiple-case study approach to explore the perceptions of university branding and brand managing in Vietnamese universities. The finding shows that three studied universities are applying brand identity approach (Hatch and Schultz, 1997). Among internal stakeholders, students, faculties and alumni play important roles as university administrators in communicating and disseminating university’s image to external stakeholders. In the Vietnamese context, universities are, seemingly, branding by building relationships with some stakeholders rather than by advertising on media.

This article presents an analysis method for plane steel frames with semi-rigid connections and semi-rigid column bases. The analysis takes into account both the non-linear behaviour of beam-to-column connections and the second-order (P-4) effects of beam-column members. The Frye and Morris polynomial model is used for modelling of semi-rigid connections. The semi-rigid column bases have been studied from the research of some researchers in Europe in recent time. The Finite Element Method is used for analysing the plane steel frames by iterative procedures. Calculating program is made with MatLab. The results of the analysis will determine the behaviour of the frames which are accurate to the reality compared those towards with the previous rigid-frames.

The issues of measuring service quality in software industry are not considered important even though the IT industry grew fast and dramatically in recent years. This research aims to investigate the customers' perception and expectation of services provided by Quantic Co., Ltd. by using the market research instrument called SERVQUAL, the form of a dimension-by- dimension. A sample of 137 customers were asked of the perception and expectation of services to identify the service quality by using questionnaires. Descriptive analysis revealed that the service quality gap in two dimensions- Assurance and Reliability were high in comparison to that of the others. It suggests Quantic Co., Ltd some programs to do to reach customers' expectations.

In this paper, we will present the application of HCT element in analyzing dynamics of Kirchhoff plate. And the procedures to construct the mass matrix of HCT element will also be displayed. This paper is a development from a previous study [8]. Some numerical solutions will justify the effectiveness when using this element.

This paper presents a study control of an electric wheelchair based on ElectroEncephaloGraphy (EEG). The directions of wheelchair are controlled by eye activities. A mean threshold algorithm is proposed to detect eye activities using EEG technique. The activities of eyes such as blinking two eyes, glanced left and glanced right related to the delta area of human brain are investigated. Before analyzing the EEG data, original data are filtered to reduce noise or artifacts by a band-pass filter. The proposed threshold method is applied to distinguish the phenomenon of eye activities. This study is useful for creating a BCI system such as wheelchair control. Experimental results show that the proposed threshold approach is the effectiveness.

In the digital era, media crisis can happen to any brand. The popularity of social media can make the crisis uncontrollable. Vietnamese consumers are increasingly utilizing social media such as Facebook for seeking and sharing crisis information. On the other hand, social media can be a channel for brands to respond to the crisis effectively and timely. However, literature on social media users' expectation on brands’ crisis response method is inadequate, especially in the Vietnamese context. By conducting a case study analysis of 4 brands’ crises, this paper explores the opinions given by prospects on social media, by means of interpreting data from their actual posts, comments and shares on Facebook. Content analysis of 447 items was examined to present the insights regarding the dimensions and themes consumers seek on brands’ crisis communication. The most frequently observed dimension is response method, and apology is recognized as the top response method preference. The case study research and content analysis on social media explored the expectations of Vietnamese consumers in relation to the crisis response during crises. In brief, apology response strategy in a timely manner can enhance brand image, brand awareness and promote brand trust. This also contributes to the reduction of the crisis’s damage and supports brand recovery after the crises. This paper contributes to Vietnamese marketing communications literature by revealing the factors prospects most commonly seek on a brand’s crisis response. Through understanding the consumers’ expectations, brands can more accurately implement communications strategy in handling crises. The findings also provide exploratory information for further investigation in this field.

Defining competitive advantage of product line (or strategic business unit – SBU) is a matter of great concern for both businesses and government management agencies to develop an appropriate investment strategy. This study applies the McKinsey approach to position the SBUs (as classified by the Vietnam Statistical Yearbook). The data was collected from 26 experts to calculate the weights of the criteria. The scores of each SBU are calculated by weighted average scores of "corporate strength" that was collected from 37 businesses, and scores of "competitive advantage" are from the opinions of 30 experts of Electrial and Information technology industry in Ho Chi Minh City. The results indicate that the competitive advantage of SBU of computer and peripherals is relatively the strongest, in which factors forming the competitive advantage are "Technology" and "Management”.

The problems of global warming and sustainability, which are now causes for concern, will, in some way, have an impact on our lives. As a consequence of an increased focus on ethical consumerism, rapidly developing countries such as Vietnam are seeing a change in consumer behaviors as well as the marketing strategies used by corporations. This means that marketers must learn more about what makes people want to shop ethically. In particular, the goal of this research is to explore the psychological factors that impact the ethical consumption habits of young people. The data was compiled through surveys with 361 Vietnamese young people ranging in age from 12 to 33 years old and taken from various parts of the country. Both the independent and the dependent variables have branched off into distinct obstructs in a manner that is inconsistent with the initial scale. This study showed that there are three different types of ethical consumer behavior in Vietnam: ETHICBUY, ECOBOYCOTT, and CSRBOYCOTT. According to the results, alienation, altruism, and perceived employee welfare effectiveness all have an effect on the likelihood of engaging in ethical buying (ETHICBUY). However, alienation and perceived ecological consumer effectiveness have been shown to have an effect on the 3-item ECOBOYCOTT. Last but not least, predictors of CSRBOYCOTT include alienation, environmental concern, and the perceived effectiveness of employee welfare programs. In other words, alienation is perhaps the prospective component that has the most influence on unethical spending based on the findings of this research. These findings could be helpful for marketers that want to increase their capacity to target customers who adhere to ethical norms when they promote their products or services.

In this paper we introduce two new versions of Farkas lemma for two kinds of convex systems in locally convex Hausdorff topological vector spaces which hold without any constraint qualification conditions. These versions hold in the limits and will be called sequential Farkas lemmas. Concretely, we establish sequential Farkas lemmas for cone-convex systems and for systems which are convex with respect to a sublinear function. The first result extends some known ones in the literature while the second is a new one.