| dc.description.abstract | This research is completed with the purpose of developing a model to measure the customer based brand equity of Highlands Coffee and study the impacts
of the brand equity’s four dimensions on brand equity. The study was conducted from October 2012 to December 2012 in Hochiminh city. The reviewing of literature, related theories and former researches proposes different scales of measuring customer based brand equity. However, the Aaker’s brand equity model with four dimensions of brand equity includes brand awareness, brand association, brand loyalty and perceived quality is applied in this research. A survey was designed with items of each scales of brand equity model. The pilot test was conducted to adjust the items of questionnaire to be suit with the context of Highlands Coffee in this study and used for data collecting stage. The study used a sample of 258 actual Highlands Coffee’s customers in Hochiminh City to test the relations of the proposed model. The findings in this paper support the three dimensions of brand equity of Highlands Coffee, which are Brand loyalty, Brand association and Perceived quality. Brand awareness dimension was not found have positive effect on Highlands Coffee’s brand equity. Further research in this paper should attempt to examine brand equity of Highlands Coffee across many different cities in Vietnam with a diverse population, not only student and officers. This will give the opportunity to make general evaluation. Furthermore, intra relationship of customer based brand equity components of brand equity as well as the relationship between brand equity and other dimensions need to be investigated. The study shows that Highlands Coffee’s managers and executives should try to concentrate their efforts primarily on building brand loyalty, brand association and perceived quality in designing the marketing and brand building strategies. This study also provides important insights about the understanding of Hochiminh City consumers’ perceptions of brand equity and its
dimensions in the premium roasted coffee market. | en_US |
