A Study on Customer-based Brand Equity of Laptop Computer Brands in the Vietnamese Market

• Main Authors: Quynh-Thai Le, 黎瓊泰
• Other Authors: Ching-Chih Wen
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/79429572920348688860

碩士 === 美和技術學院 === 經營管理研究所 === 97 === Like other countries, the first laptop computer appeared in Vietnam in 1986. Up to now, more than five million units were sold in the market and ninety percent of them are foreign brands. ‘What makes a brand strong?’ and ‘How do we build a strong brand?’ Answering these questions requires an in-depth understanding of brand equity. Customer-based brand equity can be captured from four aspects: brand awareness, brand associations, perceived quality, and brand loyalty. The purpose of this study is to understand the relationships among these four aspects of customer-based brand equity, and examine how they impact on brand equity itself in the Vietnamese laptop industry. After literature review, experts were consulted to assess the applicability of the research instrument. A questionnaire-based method was used to collect data to verify the hypotheses. Data were collected from a convenient sampling of 532 consumers, mainly from the north and the south of Vietnam. Statistic packages of SPSS version 14.0 and AMOS 7.0 were used to test the hypotheses of the study via ANOVA. The results of this study, extracted through a Structural Equation Modem (SEM) showed that: Brand Loyalty was the factor that most impacted on Brand Equity of laptop computer brands in the Vietnamese market. Finally, implications for academics and industry were discussed. Afterwards, recommendations of the research and further research were also proposed.