| dc.description.abstract | Nowadays, many new brand companies with their innovative high-technology have developed and succeeded in multiples industries. Vascara, VinaGiay and Charles&Keith are known as the new generation in the leather and footwear industry in Viet Nam. This research aims to develop a model to implicit the brand equity and perceived value of these three company and the study effects of those on the customer purchase intention. In this article, the author used Aaker’s brand equity model which view brand equity as the combination of brand awareness, brand loyalty, perceived quality, brand association and the study of Grewal(1998) and Parasuman (2000) who mentioned that perceived value is a concept of dynamic structure and it is separated into 4 different types: acquisition value, transaction value, in-use value and redemption value. A pilot test was applied to adjust the questionnaire item by using a sample of 10 actual buyers in International University. The study used the sample of 300 actual buyer of those brand company to test the relations of the proposed model. Furthermore, the study will also test the relationship of perceived value and brand equity to the customer purchase intention.
Keywords: Brand equity, Brand equity dimensions, Consumers behavior, Perceived value, Purchase intention. | en_US |
