Measuring brand equity of BurgerKing in Vietnamese environment

Abstract

In 2012, fast food industry has expanded with a growth of 26%. Being a new player in fast food industry market, BK officially entered the vietnam fast food market with many ambitions and plans. However the fast food market in vietnam is so crowded that like a big pie divided to many small pieces. Burger King despite being one of the largest fast food restaurant chains in the world has trouble penetrating the vietnam market and based on data from Euro Motor has only occupied a small 0.4% of the market share. In another aspect, in recent years has saw the rise of Social Network Sites. Popular SNS such as Facebook, Twitter, Instagram have millions of users. Seizing the advantage of this popularity and accessibility of social network, especially Facebook, Many companies have utilized Facebook as a markeitng tool and BK Vietnam is not an exception from this trend. BK Vietnam facebook fanpage has more than 200000 likes. However, the BK company hasn‟t manged and used the marketing tool effective . Therefore, the main purpose of this study is through the users of the facebook fanpage measuring brand equity of BK Vietnam as well as understanding what factors affecting its brand equity. Then, from the results, we would give several recommendations as how to improve the overall brand equity of BK The very first step in conducting this study is to build a theoretical framework including independent variables and one dependent variables (brand equity). Then, the questionnaire is designed and delivered to respondents whom are users of BK fanpage. Afterwards, data would be collected and analyzed through several tests which are namely in order: descriptive test, reliability test, factors analysis, correlation test and regression analysis. Lastly, recommendations are given based on the outcomes of research. In conclusion, the four perceived quality, brand awareness, brand loyalty and brand association all have a strong effect on brand equity and the consumers‟ perception is, in general, positive towards BK vietnam. Nonetheless, there is still much more potential and the company should find different approaches in augmenting these factors. Although time and other unforseen difficulties during the conduct of the research, still this researche should be a reasonable consultation for future studies.