Research Group 1
- Research area: Brand image
- Address: Department of Marketing – Posts and Telecommunications Institute of Technology (PTIT)
- Group leader: Assoc. Prof. Dr Nguyen Thi Hoang Yen
- Number of members: 5
Research Group 2
- Research area: Green consumption – Sustainable consumption
- Address: Department of Marketing – Posts and Telecommunications Institute of Technology (PTIT)
- Group leader: Dr Le Bao Ngoc
- Number of members: 4
The research group is made up of lecturers from the Department of Marketing and focuses on the building, management and development of corporate brand image in the context of Vietnam’s accelerating digital transformation and innovation. Drawing on the strengths of the Posts and Telecommunications Institute of Technology as a leading institution in technology, digital transformation and innovation, the group investigates how digital technology, customer data, digital communications and brand experience shape brand value and corporate competitiveness. The group also places particular emphasis on national brand strategy in the digital environment, helping to propose solutions that strengthen the image, standing and competitiveness of Vietnamese brands in both domestic and international markets.
The research group is made up of lecturers from the Department of Marketing and focuses on green consumption, sustainable consumption and green marketing in the context of Vietnam’s push to develop a green economy, a circular economy and to deliver on its sustainable growth commitments. This research direction emphasises the analysis of consumers’ awareness, attitudes, motivations and green consumption behaviour, while clarifying the role of green marketing communications, corporate social responsibility, green innovation and digital transformation in promoting sustainable lifestyles. On this basis, the group aims to propose appropriate marketing solutions that help businesses develop products, services and communication strategies oriented towards sustainability, thereby raising public awareness and promoting responsible consumption in Vietnam.
