How do online reviews moderate effects of country image on product image and purchase intention: cases of Korean and US products in Vietnam Available to Purchase

Dr Ngoc Minh Nguyen is an Associate Professor at STIE, NEU. He is the chief researcher in many research projects sponsored by Ministry of Science and Technology, Ministry of Education and Training, Department of Science and Technology of provinces in Vietnam. He was also the principal researcher of several projects sponsored by UNDP and World Bank in Vietnam. He has a research interest in consumer behavior, marketing strategy, logistics and supply chain management, and technology and development. His research has been published in various journal such Journal of Asia Business Studies, Journal of Science Technology Policy Management, Journal of Economics and Development.

Dr Hoang Huong Giang has been working as a lecturer for 23 years. She worked for the School of Trade and International Economics, National Economics University (NEU) in the first 21 years, then, she moved to Foreign Trade University. Dr Giang has conducted many research projects sponsored by Ministry of Education and Training, and Department of Science and Technology of provinces in Vietnam. She also played as a project manager in many projects sponsored by NGOs. Her interests are consumer behavior, international marketing strategy, digital marketing and branding strategy.

Dr Ngoc Thi Minh Vu works as a lecturer at the School of Economics and International Business, Foreign Trade University. She has managed many research projects sponsored by the Ministry of Education and Training. She participated in many NGOs’ SME projects. She is interested in international marketing, logistics and supply chain management, international marketing strategy, and digital marketing.

Dr Son Anh Ta is a lecturer with 15 years working in School of Applied Mathematics and Informatics (SAMI), Hanoi University of Science and Technology (HUST). Dr Son specializes in optimization theory, difference of convex (D.C) programming and D.C Algorithm which are applied in logistics and transportation, portfolio selection, forecast in finance and business. Dr Son has participated in many research projects at ministry level such as projects sponsored by Ministry of Education and Training, Ministry of Science and Technology or Department of Science and Technology of provinces in Vietnam.