| dc.description.abstract | In recent years, Vietnamese people, especially the young ones, have paid more attention on purchasing Smartphone instead of tradition cellular phones due to innovations of many advantaged technologies as well as development of the national economy. According to pcmag.com, Smartphone is a cellular telephone with built-in applications and Internet access. In addition to digital voice service, modern Smartphone provides text messaging, e-mail, Web browsing as well as video cameras, music player and video playback and calling so users are able to utilize those benefits
to work, to study, and to entertain. In order to keep pace this trend, many Smartphone brands have been launched into Vietnam market, which make buyers confuse to choose a well-known, durable, and economical product. The research of Chi, Yeh and Chion (2009) showed that during buyer purchasing decision, they would not only concern on product value, but also on business image and brand equity. A major concern is “How is the brand equity of Smartphone perceived among young customers?”.
This study aims to measure brand equity of Smartphone brands through its four components: brand awareness, brand association, perceived quality as well as brand loyalty. Quantitative research method was applied in this study. 142 answered questionnaires are qualified and then are analyzed with SPSS software.
Although there are limitations of this study, the author hopes that it will highlight a number of implications for Smartphone companies in their brand building
in Vietnam’s huge market. | en_US |
