| dc.description.abstract | Early in 2011, the Vietnam mobile phone market became exciting with the
appearance of a series of foreign-brand smartphone. At the end of 2011, the
smartphone consumption increased to 16% of the whole phone-market. One year
later, growth rate of smartphone of Vietnam soared 156%. In the next year, the
Vietnam smartphone market is forseed to rise enormously.
Being a new player in smartphone market, HKphone brought a new
concept of “cheap smartphone”. At the beginning of being launched (July 2012),
HKphone is not being noticed by consumers because of its unknown-brand.
However, HKphone gradually attracts customers thanks for its good quality and
performance as well as well-satisfied consumer service. This could be said a
phenomenon in Vietnam smartphone market. Therefore, the purpose of this study
is to measure brand equity of HKphone Vietnam in order to estimate how wellknown it be and if any weak point could be found, we would give some
considerable recommendations for its further development.
The first step is to conduct a framework consisting of one dependent
variable (brand equity) and independent variables (factors). Then, we designed the
questionnaire and gave it to respondents who had visited HKphone stores.
Afterwards, data qould be collected and analyzed with five tests that are:
descriptive test, reliability test, factor analysis, correlation test and regression
analysis. Last but not least, we would give recommendations based on findings of
the study.
To draw a conclusion, there are four main factors having positive impact
on brand equity that are perceived quality, brand association, brand awareness and
brand loyalty. However, these ones could be increase so far to rise the brand
equity which is the ultimate purpose of the research. With limitation of time and
ability, the study might not completely pertinent, still it can be referenced for
further research. | en_US |
