| dc.description.abstract | This research is completed with the purpose of developing a model to
measure the customer based brand equity of CGV cinema and study the impacts of
four related dimensions on brand equity. The reason is that brand equity refers to the
additional value of the company’s prestige which makes company's actual value
difference from its book value. In reality, high brand equity can lead to greater
benefits, more potential enlargement opportunities, reduce in advertisement costs and
even decrease competitiveness from competitors.
Brand equity is not a modern concept but it can change into different
forms and meanings with various characteristics and conditions. However, the
theorical brand equity framework of David Aaker (1991) with four dimensions
includes brand awareness, brand association, brand loyalty and perceived quality is
applied in this study.
The research was clarified as descriptive research by being applied
quantitative approach. The study used a primary data of 273 actual CGV cinema’s
customers in HCM City to test the relations between the brand equity and its factors
in the case of Korean cinema operator in Vietnam market.
The results in this research support the four dimensions of brand equity of
CGV cinema which brand awareness, brand association, brand loyalty, and perceived
quality had positive effect on brand equity. Further research in this paper tries to
examine brand equity of CGV cinema across many different places in Vietnam with a
large population, not only student and officers. This will give the opportunity to make
general evaluation. The study shows that CGV cinema’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
consumers’ perceptions in HO CHI MINH City about the overall brand equity and its
dimensions in the premium cinema market | en_US |
