The impact of Consumer Involment,Brand Equity and Brand Resonance on Customer Citizenship Behavior - A Study of the Motorcycle Industry in Vietnam

• Main Authors: CHINH NGOC PHUNG, 宣家鳳
• Other Authors: Yu Li Lin
• Format: Others
• Language: zh-TW
• Published: 104
• Online Access: http://ndltd.ncl.edu.tw/handle/498229

碩士 === 南臺科技大學 === 企業管理系 === 103 === Brand has always been a major factor of many companies in the world,the future marketing will be a competition of brand.Companies have gradually realized that the construction of brand just like the construction of the company.Brand is becoming more and more important in all kinds of products and services . This research is to investigate the relationship between consumer involvement level, brand equity, brand resonance and customer citizenship behavior, This study collected from Vietnamese student who using the motorcycle. Total 343 valid questionnaires were collected. his study applied SPSS statistical and Amos software for the descriptive statistical analysis, confirmatory factor analysis (CFA), correlation analysis, regression analysis . The results of study found that: 1 Consumer involvement have a significant and positive impact on brand equity 2 Brand equity has a significant and positive impact on brand resonance. 3 Brand equity has a significant and positive impact on customer citizenship behavior. 4 Brand resonance has a significant and positive impact on customer citizenship behavior.