| dc.description.abstract | Today, advertising is a multi-billion industry, employing hundreds of thousands
of people and affecting billions of people’s lives worldwide. Yet, seeing as advertising clutter has increased tremendously and is more intense than ever, it is vital that companies differentiate themselves from competitors by creating even more powerful, entertaining and innovative advertisement messages, as well as sponsoring different events. In addition, the measurement and management of brand equity have become top priority marketing issues in recent years. Therefore, the overall purpose of this paper is to study the role of advertisement, sponsorship and brand equity towards consumer preferences as a case of Heineken. The methodology is that a quantitative method was applied, and thus a questionnaire with 170 respondents in Vietnam was conducted. The respondents were divided into three different age groups: 18-34, 35-45, and ≥ 45, and represent a diverse set of people who are at different stages in their lives. This is done using descriptive statistic and multiple regression analysis. The conclusion indicates that advertisement and sponsorship positively influence on the brand equity respectively and
then the brand equity positively influence on the consumer preferences in Vietnam. | en_US |
