Investigating Dimensions of Brand Equity Based on an Empirical Study of Vietnam Fast-food Market

• Main Authors: HUYNH THUC QUY THUONG, 黃叔貴蒼
• Other Authors: Doong Shing Hwang
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/93318600726118001823

碩士 === 樹德科技大學 === 資訊管理研究所 === 97 === The most successful companies today are said to have strong brands. But what is a strong brand? What makes a brand strong? How do we build a strong brand? The most important assets for many businesses are the brand name and what that brand represents. Brand equity has become one of the most important marketing concepts since the late 1980s, both in academic research and business practice. Fast-food restaurant chains are among many types of restaurants that are interested in building strong brands, but achieving that goal is not always easy. This study empirically investigates the relationships between brand equity dimensions (e.g. brand loyalty, brand awareness, perceived quality and brand image) in order to provides an important insight into the development of brand equity. The research focuses on fast-food restaurant chains in Ho Chi Minh City, Vietnam. Data was collected from two independent samples of 328 respondents, utilizing simple random sampling procedures. The research model has shown acceptable quality because all of the hypothesized paths were supported. The model developed is offered as a step towards the development of Brand Equity model targeted for use by fast-food businesses.