| dc.description.abstract | Building a strong brand is crucial to the success of any product or service. A brand not only brings emotional ties to consumers but can also turn them into valuable loyal buyers
or users of that product or service, and afterwards, the company. Keller (1998) claimed that rather than product brand, a corporate brand can encompass a much wider range of associations. These associations can have an important effect on the brand equity and market performance of individual products.
Our giant of world food & beverage industry, PepsiCo, is not an exception. Besides efforts to building brands for its multiple product portfolio (Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods); PepsiCo has been known as a successful and diversified multinational corporation with a strong corporate image. In 2009, PepsiCo was ranked as 23th in Interbrand‟s 100 Best Global Brands Report.
However, there is still a lack of studies to gain an insight on what and how consumers think and feel about the brand PepsiCo at a corporate level. Especially in the landscape of fierce competition not only from its rival Coca-Cola, but also from emerging Vietnamese brands such as THP.
Hence, this study aimed at unveiling consumers‟ awareness on PepsiCo‟s corporate
reputation, how young consumers perceive reputational drivers, and to what extent reputational drivers impact emotional appeal and supportive behaviors toward PepsiCo. | en_US |
