| dc.description.abstract | This research is completed with the purpose of developing a model to measure the customer based brand equity of Phuc Long Coffee and Tea House and study the impacts of the brand equity’s four dimensions on brand equity. The study was conducted from August 2014 to December 2014 in Ho Chi Minh City. The Aaker’s brand equity model with four dimensions of brand equity includes brand awareness, brand association, brand loyalty and perceived quality is applied in this research. A survey was designed with items of each scales of brand equity model. The pilot test was conducted to adjust the items of questionnaire to be suit with the context of Phuc Long in this study and used for data collecting stage. The study used a sample of 291 actual Phuc Long’s customers in Ho Chi Minh City to test the relations of the proposed model. The findings in this paper support the three dimensions of brand equity of Phuc Long, which are Brand Awareness, Brand Loyalty and Brand Association.
Further research in this paper should attempt to examine brand equity of Phuc Long across many different cities in Vietnam with a diverse population, not only student and officers. This will give the opportunity to make general evaluation. Furthermore, intra relationship of customer based brand equity components of brand equity as well as the relationship between brand equity and other dimensions need to be investigated. The study shows that Phuc Long’s managers and executives should try to concentrate their efforts primarily on building brand awareness, brand loyalty and brand association in designing the marketing and brand building strategies. This study also provides important insights about the understanding of Ho Chi Minh City consumers’ perceptions of brand equity and its dimensions in the premium roasted coffee and tea market. | en_US |
