| dc.description.abstract | In 2011, fast food achieved rapid growth of 26%. Being the leading player in fast food industry, KFC Vietnam remained recording 15% value share (Euromonitor International – Fast food in Vietnam). Yet according to market research company AC Nielsen, this number is still small in which only 8% of Vietnamese eat at foreign fast food restaurants one to three times a month. However, said the company, because of a large number of youngers who aged under 25, comprising of 65% in Vietnam’s population, it still remains a profitable destination for foreign fast food chains so far.
Moreover, in recent years, taking advantages of popularity and accessibility of social network, especially Facebook, KFC Vietnam has used Facebook fanpage as a marketing tool. As a matter of fact, this tool is not being used effectively since marketers have not noticed its potential benefits which can bring to their firms. Therefore, the purpose of this study is to measure brand equity of KFC Vietnam via its fanpage. Then, from the findings of research, we would give some considerable recommendations.
The very first step is to build a theoretical framework including independent variables (factors) and one dependent variables (brand equity). Then, the questionnaire is designed and delivered to respondents whom are users of KFC fanpage. Afterwards, data would be collected and analyzed through several tests which are namely in order: descriptive test, reliability test, factors analysis, correlation test and regression analysis. Lastly, recommendations are given based on the outcomes of research.
To draw the conclusion, there are four main factors that have a strong impact on brand equity that are perceived quality, brand awareness, brand loyalty and brand association. However, these ones should be increased in some ways in order to augment
the brand equity which is the ultimate purpose of this study. With limitation of time and ability, this research might be not entirely pertinent still it can be seen as consultation for
any further researches. | en_US |
