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…
