| dc.description.abstract | Among branding concepts, brand equity is always considered as one of the most significant concept in both practical academic environment. From the perspective of accounting, brand equity refers to the additional value from the company’s reputation which makes the difference between a company's actual value and its book value. On the other hand, from the marketing point of view, high brand equity can lead to greater profits, more potential expansion opportunities, reduce in promotional costs and even lower vulnerability from competitor activities. In general, brand equity is not a new concept but in different industry, it can take different forms and roles with different characteristics and determinants.
Thus, this study aims to test the relationship between the brand equity and
its dimensions in the case of Korean cosmetics in Vietnam market with accordant to the theorical brand equity framework of David Aaker (1991). This study also defines the relative importance of the brand equity dimensions in cosmetics industry. In addition, this study provides an important insight about the understanding of Vietnamese consumers’ perceptions about the overall brand equity in the cosmetics industry.
In conclusion, this research finds out the strong prediction from Perceived Quality and Brand Loyalty towards Brand Equity in the Vietnam cosmetics industry. Finally, this study ends with recommendations for cosmetics companies on Vietnam market. | en_US |
