期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2016
卷号：4
期号：11
页码：41-52
出版社：European Society of Business and Social Sciences
摘要：The study is to analyze the factors affecting the sustainabledevelopment to Vietnamese rice brands in joining TPPagreement. 532 consumers and 17 observed variables wereconducted to determine the factors affecting the sustainabledevelopment to Vietnamese rice brands in joining TPP agreement. Thestudy results showed that 04 factors having an impact on thesustainable development to Vietnamese rice brands in joining TPPagreement as follows: (1) Perceived superior quality, (2) Brandawareness, (3) Brand associations and (4) Brand loyalty. After thedata being analyzed, the main objectives of this study are to: First,identify the factors affecting the sustainable development toVietnamese rice brands in joining TPP agreement. Second, determinethe priority order of the impact level these factors affecting thesustainable development to Vietnamese rice brands in joining TPPagreement. Third, propose solutions to the sustainable development toVietnamese rice brands in joining TPP agreement.
