The impact of brand equity on young customerpurchase intention toward Gongcha milk tea in Ho Chi Minh city
Abstract
This research is aimed to evaluate the relationship between brand equity on young customers purchase intention toward Gong Cha milk tea in Ho Chi Minh City. This study have includes five main sections. First chapter introduce the overview of the company and how it been done so far in the past few year, the research also define the main problem and objective for this study. Second chapter introduce the literature review help to demonstrate some previous study about the relationship between brand equity and purchase intention by Aaker and Joachimsthaler’s brand equity model. Next chapter introduce the methodology of this research which target customer should be choose, sampling and question design. The important chapter is data analysis and results which using SPSS software to test the relationship between brand equity and purchase intention of young customer after the doing the survey. Finally, after the research and test conducted, there are still some problem that later research should be aware of the age group of customers that can be improve in future research.