| Summary: | 碩士 === 國立高雄大學 === 國際高階經營管理碩士在職專班(IEMBA) === 101 === The great performance of Vietnam economic in this recent decade has bring better living quality to Vietnam people. In the difficult time, people used to buy products only consider prices, however now, despite prices of products there are more issues such as quality, brand, guaranty, and such as others for Vietnamese to concern for their purchasing. Base on studies about consumer based equity, this research will further study about the brand equity in Vietnam building material market, by set up strategy groups to analysis the influences between those strategy groups and brand equity.
This research consults the characteristic of the tile industry in Vietnam, and use the research structure by Yoo et al. (2000). We surveyed Vietnam tile users from north, middle and south of Vietnam to understand how price, store image, distribution intensity, advertisement expense, perceived quality, brand association, brand loyalty that influence brand equity.
This research adopts the Structural Equation Modeling (SEM). Its net least squares method (Partial Least Squares, PLS). The research found that there were insignificant relationship between price and perceived quality, advertising spending and brand loyalty, brand association and brand equity, which have reversed result from the study findings, however the different results could provides some information from the Vietnam tile market.
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