Study about Relationships between Brand Awareness, Perceived Quality, Trust, Value, Loyalty, and Brand Equity: Vinamilk Brand In Ho Chi Minh, Vietnam
Abstract:~ The objective of this research is to study the relationship between brand awareness, perceived quality, trust, value, and loyalty and brand equity. It also investigates the relationship between two marketing elements (external communication in terms of word-of-mouth and publicity and advertising) and brand awareness. Additionally, the relationship between the two following factors, advertising, promotion and perceived quality, was tested. To do so a survey was conducted by distributing 400 questionnaires in eight randomly-chosen districts in Ho Chi Minh City, Vietnam. The Pearson Correlation was applied for data analysis. The results show that there is a positive and significant relationship among brand awareness, perceived quality, brand loyalty, value, trust, and brand equity.
Introduction:~ Brand Equity is a concept of particular relevance to companies (Aaker, 1991). Brand equity refers to the added value of a brand to a company (Kotler, 1997). Customers perceive a brand as a classification of value and trust (Keller, 2003). When people want to buy a product or a service, a brand’s reputation (either strong or weak) is likely to affect their purchasing decision. Farquhar (1989) defined a brand as a name, symbol, design, or mark that enhances the value of a product beyond its functional purpose. Brands now play an important role and are accepted as generating and business and sustaining growth (Prasad and Dev, 2000). Having a strong brand not only helps a company to differentiate itself from its competitors, it also creates positive communication apt to satisfy and convince customers (Aaker, 1991). Keep reading…
Background: Zappos, a leading online apparel retailer, created a strong paid search engine marketing program. In addition to search, Zappos developed a sophisticated social media advertising strategy to further drive sales on its website, Zappos.com. The approach centered around an active Facebook brand page where Zappos interacts with approximately 400,000 fans through daily page posts, photo sharing, and status updates that are displayed in its fans’ desktop and mobile news feeds. With its growing Facebook presence and social advertising strategy, the Zappos team saw an opportunity to begin to break down the silos between its owned and paid media.
Challenge: Zappos turned to Kenshoo Social, and social marketing platform Shoutlet, to better understand the impact of its owned media social marketing initiatives on Facebook and use this information to optimize both its owned and paid social media marketing programs. Together, Kenshoo Social and Shoutlet provide a solution for holistic social media campaign management, conversion attribution, and optimization. read more on Zappos work’s in Social Media
Recently over the Indian television channels the advertisements of Expedia.com were floated. Expedia.com is the world’s second largest online travel site. Before this incoming the key players in the Indian “Internet-based travel agency” world were MakeMyTrip.com and Yatra.com. Have you ever wondered what business strategies the online travel companies adopt. What are their marketing strategies?
The recent international expansion of online music services such as iTunes has raised a number of questions about the legal foundation of these services. iTunes Case Study argues that online music services can maintain the same business model from country to country due to the harmonization of international copyright law. Nonetheless, expanding digital media services must consider remaining differences in copyright and contract laws as well as issues like regional licensing and business practices.
Isn’t it scary how quickly the marketing world is moving these days? Search engines and social networks will roll out a new feature one week, then BOO! They’re terrifying us with a whole new update that requires us to adapt quickly and learn the new rules of the game.
These updates might seem like nasty little tricks, constantly keeping you on edge, but we see them as treats just waiting to be uncovered! To help you see the treats inside the tricks, we’ve provided you with a weekly round-up of the top marketing stories of the week. Don’t be scared, just read these top articles and you’ll be prepared for the bone-chilling week ahead! Click here to read more…
Online Marketing is one of the major tools to make a global reach. This case study reveals how TechTarget helped CA, one of the world’s leading information technology management software companies, create an online marketing program.
The case gives an overview of the various methods of marketing used by the Indian companies during the late 1990s. The case gives a background of the evolution of dotcoms in the country, and the various business models on which they are based.
It also discusses in detail, the various media in which dotcoms advertised. The dotcom companies used the traditional media more as Internet was still in its nascent stage in India. Print was the most popular media, followed by the hoardings, billboards and television. Some dotcoms also used novel methods of marketing like innovative campaigns, melas, etc., with huge investments. The case also traces the boom and the collapse of the dotcom companies. Click here to read more…
With social media itself an exponentially growing trend that’s here to stay, many companies both small and large are keeping tabs on new social technologies as they emerge. With new sites, services, apps and practices that help businesses connect more directly with customers coming online at a rapid pace, it’s often helpful to zoom out a bit and keep an eye on upcoming trends on the cusp or just over the horizon … click here to read ahead
CoffeeGroundz is a popular, albeit modest, Houston, TX based independent coffee shop that sells a variety of locally roasted coffee, tea, pastries, sandwiches, and alcoholic beverages. There are a couple of booths, 16 tables and another ten on the patio. If you come to CoffeeGroundz, J.R. Cohen, its general manager, strives to make sure “you feel at home.”…click here to read ahead
The internet has opened a whole New World of opportunities for even the smallest home-bases business. With the success of Online Biggies such as Amazon, eBay etc. the potential of earning through the webspace is well proven. Also there are numerous number of self made millionaires who achieved their new found success on the Internet. The true secret of creating a successful internet business is not only determination but also adopting the correct strategies for the cyber space…click here to know more on Internet Marketing