| Summary: | 碩士 === 國立高雄應用科技大學 === 製造與管理外國學生碩士專班 === 104 === This case study aims to explore the components of brand equity, build and test our measurement scales as well as build a theoretical model represented the relationship between the components brand equity.
Based on the theory of brand and measure have already in the world and a qualitative exploring research in Vietnam, a theoretical model was given with the scale measuring the concept study in the model. A preliminary qualitative research with the sample size is 70 consumers to assess preliminary scale and a formal study with sample size 477 consumers is performed to test scale models and theoretical models.
The results of the measurement model showed that after adding and adjusting, the scale is achieved reliability and value allowed. The results showed that four factors that constituted brand equity of washing-powder brands in Hanoi. That is brand awareness, desire to brand, perceived brand quality and brand loyalty. Theoretical models of this brand equity added contribution to the theoretical system of brand equity has on the world market. Based on the results of this research, the advertising and marketing companies can research to grasp the key component of brand equity and how to measure them.
The test results show the relevance of theoretical models as well as the acceptance of the hypothesis proposed in this study. Specifically, there are two main factors creating brand loyalty is perceived brand quality and desire to brand. In addition, brand awareness component impact proportional to perceived brand quality component and desire to brand. The results contribute added a theory of brand equity in Vietnam. Moreover, it helps marketing managers to better understand the components of brand equity, from which to design and adjust the program to build and promote brand effectively.
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