A study of antecedents and consequence of private label brand equity - A case of Co.opmart in Ho Chi Minh city
Abstract
This thesis studies about the antecedents and consequence of private label brand
equity with a case of Co.opmart in Ho Chi Minh City, Vietnam.
This thesis only uses quantitative case study, and had totally 317 participants
joining in the survey. The target sample is Co.opmart consumers around Ho Chi Minh
City.
As the result, private label brand loyalty and perceived quality is the two most
influential factors affecting to private label brand equity. Moreover, this research also
finds that the positive relationship between private label brand equity and private label
purchase intention is very significant.
Lastly, based on these result, this thesis has several recommendations for
Co.opmart to enhance private label brand equity and as well as private label purchase
intention.