Luận Văn Your real customers do not just buy your stuff. They invest in your story

Table of Contents
LIST OF CHARTS 7
LIST OF FIGURE . 8
I. CHAPTER ONE: INTRODUCTION 9
1.1 TOPIC BACKGROUND . 9
1.2 BRANDING AT HONG LAM COMPANY . 10
1.3 RELEVANCE OF THE RESEARCH . 11
.4 RESEARCH OBJECTIVES . 12
1.5 RESEARCH QUESTIONS 12
1.6 RESEARCH SCOPE 13
1.7 LIMITATION OF STUDY . 13
1.8 STRUCTURE OF THE PAPER 13
1.9 CONCLUSION . 14
II. CHAPTER TWO: LITERATURE REVIEW 15
2.1 INTRODUCTION 15
2.2 THE NOTION OF BRANDING . 15
2.2.1 The concept of branding and brand awareness 15
2.2.1.1 The Concept of Branding . 15
2.2.1.1 The Concept of Brand Awareness 17
2.2.2. Brand Persona and Persona Archetypes . 18
2.2.3 Branding of Companies in Omai industry . 20
2.3 THE NOTION OF STORYTELLING 21
2.3.1 Meaning of Storytelling . 21
2.3.2 Components of Storytelling . 22
2.3.3 Different Types of Storytelling . 24
2.3.4 Push and Pull Storytelling . 25
2.3.5 Strategic of Storytelling Techniques . 26
2.4 CUSTOMER ENGAGEMENT . 29
2.4.1 Meaning of Customer Engagement . 29
2.4.2 Customer Engagement Frameworks 30
2.4.2.1 The customer engagement cycle 30
2.4.2.2 Customer engagement matrix . 32
2.4.3 Customer engagement value 34
2.5 GAPS OF LITERATURE 36
2.6 CONCLUSION . 37
III. CHAPTER THREE: METHODOLOGY . 38
3.1 RESEARCH PHILOSOPHY 38
3.2 RESEARCH PURPOSE 38
3.2.1 Exploratory Research 38
3.2.2 Descriptive Research . 39
3.3 RESEARCH APPROACH . 39
3.3.1 Qualitative Research Method 39
3.3.2 Quantitative Research Method 40
3.4 SELECTION OF RESEARCH METHOD 40
3.4.1 Qualitative Data Collection Method 40
3.4.1.2 Focus group Interview 41
3.4.1.3 Observation 42
3.4.2 Quantitative Data Collection Method 42
3.4.2.1 Multiple choices questions . 42
3.4.2.2 Likert scale . 43
4.2.3.3 Nominal scale . 44
3.4.2.4 Ordinal scale . 44
3.5. SAMPLING 44
3.5.1 Non-probability Sampling method 45
3.5.1.1 Quota sampling 45
3.6 ETHICAL CONSIDERATION . 46
IV. CHAPTER FOUR: ANALYSIS . 47
4.1 INTRODUCTION 47
4.2 DATA ANALYSIS 47
4.2.1 Customer analysis 47
4.2.2 Branding 49
4.2.3 Storytelling 52
4.2.3 Customer engagement . 55
V. CHAPTER FIVE: FINDING . 62
5.1 INTRODUCTION . 62
5.2 DISCUSSION OF KEY RESULTS . 62
5.2.1 Key Finding 1: Clear and Insightful Storytelling Constructed by Top Management . 62
5.2.1.1 Hong Lam story, as built and told by its CEO . 62
5.2.1.2 The gap between perception of customers about Hong Lam storytelling and Top Management’s Expectation 63
5.2.2 Key Finding 2: Hong Lam Brand Health Diagnosis - Brand Awareness of Hong Lam . 66
5.2.2.1 Evaluation of Hong Lam Brand health 66
5.2.2.2 Evaluation of Hong Lam brand identity . 66
5.2.2.3 Successful pull strategy 67
5.2.3 Key Finding 3: The Organic Growth of Customer Engagement . 68
5.2.3.1 Current situation of customer engagement at Hong Lam . 68
5.2.3.2 Lack of comprehensive customer engagement programs 69
5.2.3.3 Explanation for no implementation customer care program 69
5.3 SUMMARY . 70
VI. CHAPTER SIX: RECOMMENDATIONS AND CONCLUSIONS . 72
6.1 INTRODUCTION . 72
6.2 RECOMMENDATIONS . 72
6.2.1 Customer engagement programs implementation . 72
6.2.2 Using push strategy to enhance the effectiveness of storytelling strategy 73
6.2.3 Improving Hong Lam’s story communication by using transmedia storytelling 76
6.2.4 Developing Brand Community to enhance triangle relationship between customers-customers-Hong Lam 77
6.2.5 Levering Customer Knowledge Value to lever customer engagement . 79
6.3 LIMITATION OF THE STUDY 81
6.4 REFLECTIONS 82
6.5 FURTHER RESEARCH 83
6.6 CONCLUSION . 84
VII. REFERENCES LIST 85
VIII. CHAPTER EIGHT: APPENDIX . 88