Browsing BI Open by Author "Nguyen, Giang Huong"

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Conceptual and empirical differences in how choice architecture can influence choice and decision making

Nguyen, Giang Huong; Tran, Huy Quoc (Master thesis, 2016)

Research shows that people may not always make decisions rationally but may rely on intuitive judgement and associative memories (Morewedge & Kahneman, 2010, p. 435). From this perspective, biases and heuristics can emerge, ...
Evaluating the Impact of Private Label Brands vs. National Brands on Purchase Intention: The Mediating Role of Brand Embarrassment

Nguyen, Giang Huong; Mitrushi, Mariza (Master thesis, 2024)

This study examines the impact of brand-related embarrassment on purchase intention in the grocery context. By integrating theories of product brand type, and brand embarrassment, social risk, brand congruence, the study ...