| dc.description.abstract | In recent years, office clothing market has experienced a significant development thank to the attack of a big amount of international apparel brand. Moreover,
Vietnamese garment companies begin to concentrate more on domestic market. The competition of company in this market is heated day by day. Reconignizing the big demand about information and study toward domestic office clothing market, this research was conducted to build up a research model for measuring brand equity. Therefore the objectives of the research include
● Identifying factors that determine brand equity in office clothing market
● Exploring the relationship between brand equity and its determinants in office clothing market.
● Providing recommendation for Vietnamese garment companies in building up branding strategy.
The research was defined as descriptive research by utilizing both qualitative
approach and quatitative approach. In deep, first at all, the qualitative research with
in-depth interview was conducted to gain a bief overview about customer‟s insight toward office clothing in order to design questionnaire which was used for quatitative approach. Secondly, quantitative approach with self-administrative survey was
applied as a main method to collect primary data. The main purpose of this suvey is exploring the relationship of brand equity and it dimentions consist of brand
awareness, brand association, perceived quality, brand loyalty, and place convenience.
The data gathered were analyzed using IBM SPSS version 21. Descriptive statistic, reliability test, factor analysis, correlation test, multiple regression and ANOVA were applied in data analysis process
The finding of the study show that 4 dimentions include brand awareness, brand association, brand loyalty, and place convenience showed positive effect on brand
equity. The recommendation was given in the final chapter of the research. | en_US |
