Improving brand safety through brand risk management activities: a case study of F&B enterprises in Vietnam

Bui, Hai-Yen Thi

doi:10.15439/2022M382

Artykuł - szczegóły

Tytuł artykułu

Improving brand safety through brand risk management activities: a case study of F&B enterprises in Vietnam

Autorzy

Bui Hai-Yen Thi

Wybrane pełne teksty z tego czasopisma

http://annals-csis.org

Identyfikatory

DOI

10.15439/2022M382

Warianty tytułu

Konferencja

Proceedings of the 2022 International Conference on Research in Management & Technovation

Języki publikacji

Abstrakty

This research aims to evaluate the impact of brand risk management activities on the brand safety of enterprises in the food \& beverage manufacturing and processing industry in Vietnam. The research data was collected from random questionnaires with 401 respondents from 72 enterprises (both large and SME enterprises) in the food \& beverage manufacturing and processing industry in Vietnam. Research results indicate that all four factors of brand risk management activities including strategy, processes, personnel, and investment have impacts on the brand safety of enterprises in the food \& beverage manufacturing and processing industry in Vietnam. The result confirms important roles in promoting brand risk management activities to help the brand has stable and sustainable development.

Słowa kluczowe

brand brand risk management brand risk management activities brand safety

Wydawca

Polskie Towarzystwo Informatyczne

Czasopismo

Annals of Computer Science and Information Systems

Rocznik

2022

Tom

Vol. 34

Strony

291--299

Opis fizyczny

Bibliogr. 58 poz., rys., tab.

Twórcy

autor

Bui Hai-Yen Thi

yenbth@hsb.edu.vn

Hanoi School of Business and Management (HSB) Vietnam National University (VNU), Vietnam

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2024).

Typ dokumentu

Bibliografia

Identyfikator YADDA

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