| dc.description.abstract | Vietnam becomes an attractive market for franchise business recently with a
lot of well-known foreign brands, especially US brands. The remarkable industries of
US such as fast food and ice-cream focus on in Vietnamese market, and many stores
of different brands were opened to race for business expansion in Vietnam. In the icecream market, in 2007, Bud’s was the first US ice-cream brand which has appeared in
Vietnam throughout franchising. It provided the Vietnamese consumers the US cream
imported 100 percent from the US. After the appearance of Bud’s, the other US ice
cream brands started to join in this market including Baskin Robbins, Swensen, and
Haagen-Dazs.
Today, the young people consider ice cream as a dessert, and they tend to
enjoy the premium ice cream of the prestige brands. Thus, many foreign brands
entered Vietnam to seek a potential market, and Baskin Robbins is one of them.
However, currently, along with the steadily increase of domestic ice-cream company,
many foreign ice cream brands from US, Australia, New Zealand and Japan enter in
Vietnam. That is why this research should be conducted in Ho Chi Minh City to find
out how the dimension influence on the brand equity in this industry, in which Baskin
Robbins is a typical example.
This research model is adopted by Aaker’s model with five independent
variables (Brand Awareness, Brand Associations, Brand loyalty, Perceived quality)
influencing on one dependent variable (Brand equity). The questionnaire was
designed with 23 items consisting of both independent and dependent variable. After
distributing, 250 questionnaires were remained to continue for data analysis process.
The result of data analysis was that Brand associations and Perceived quality
strongly influence on Brand equity while other variables were eliminated. With
limitation of time and ability, this research was conduct to understand more about one
case of foreign brand in this market, and it does not influence on the total market. | en_US |
