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.