| dc.description.abstract | Form of service chain system is flourishing in Vietnam recently, while service section contributes significantly on total GDP of Vietnam these years with rapid growth rate. Within, there are enormous contributions of small service providers such as beauty spa, hair salon, cafeteria…those have not get professional perception and strategy in term of branding path. While, most study related to branding concept was conducted on big corporate or very strong service brands.
This study was conducted to investigate an appropriate measurement scale to explain brand equity in customer perspective of Liem Barber. One of most famous service chain provider recent years with more than 20 branches across Vietnam and Singapore. Following its own Chicano style and conscientiousness, Liem Barber is considered holding the majority of market share in Vietnamese barber market. Particularly, this research utilized the close relationship of CBBE and brand resonance to indirectly measure brand equity by examining the effect of five lower blocks in CBBE pyramid of Keller consisting of “brand salience; brand performance; brand imagery; brand feeling; brand judgment” to evaluate the highest one called brand resonance. Also, to gain deeper evaluation, based on average brand resonance score, after analyzed generally, the data set was divided into two group called “group of customers have close relationship with Liem Barber” and “group of customers less interact with Liem Barber”. The purpose of this separation is to explore whether brand equity level is different, whether the influence of factors on brand resonance of Liem Barber between two group is similar? Applied quantitative method, 269 valid data were collected from 307 respondents who were being in branches of Liem Barber shop chains.
After regression analysis, the result shows four dimensions have significant effect on brand resonance of Liem Barber consisting of brand salience, brand imagery, brand performance, brand judgment within brand salience is the highest significant factors affecting on brand resonance of Liem Barber. Additionally, there is one factor called brand feeling which is rejected from the research model because of its insignificant contribution on brand resonance of Liem Barber with sig. value over 0.05. Besides, the study pointed out the unimportant difference in brand equity between group of customers have close relationship and group of customers less interact with Liem Barber. Generally, brand equity from customer perspective of Liem Barber is quite positive. Although there is a slight disparity in beta value of regression equations between two groups and the better constant of group have close relationship to brand, the contribution of all factors is quite similar among equations. Particularly, brand salience still keeps the biggest influence on brand resonance which stands for brand equity of Liem Barber shops chain.
Because of limitations, this research might contain bias result; therefore, later researches could take experience from this study to expand scope of the study and approach more groups of customer to get better data set and gain more valuable findings. Similarly, the most substantial finding of this study is indicating brand salience as the biggest influence on customers’ evaluation for brand equity of research tangible service provider – Liem Barber. Thus, further researches could use this finding as foundation to widen scope of their study into other kinds of service even into production and manufacture field, to investigate whether brand salience still outweighs other factors in CBBE pyramid by Keller (2013). Or else, what factors will replace position of brand salience in those case? | en_US |
