ManuScript Details
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Paper Id:
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IJCIRAS1114
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Title:
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CONSUMER-BASED BRAND EQUITY ON A CONSUMER-PACKAGED GOOD INDUSTRY: CASE STUDY ON VINAMILK
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| Published in: |
International Journal Of Creative and Innovative Research In All Studies |
| Publisher: |
IJCIRAS |
| ISSN: |
2581-5334 |
| Volume / Issue: |
Volume 1 Issue 9 |
| Pages: |
7
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| Published On: |
2/13/2019 9:23:45 AM (MM/dd/yyyy) |
| PDF Url: |
http://www.ijciras.com/PublishedPaper/IJCIRAS1114.pdf |
Main Author Details
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Name:
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Dao Duy Huan |
| Institute: |
Faculty of business administration, University of Finance - Marketing, HCM 700000, Vietnam |
Co - Author Details
| Author Name |
Author Institute |
| Dao Duy Tung |
National Institute of Development Administration |
Abstract
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Research Area:
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Business and Marketing |
| KeyWord: |
brand equity, brand passion, dairy goods, Vietnam |
| Abstract: |
A brand is the most valuable long-term asset for the firms. To manage the brand strategically is important and challenging. In this paper, we extend an existing approach to advance and examine a combinatory model namely brand passion, perceived quality, brand association with awareness, perceived ads spending, and price promotion on brand equity. The accuracy is evaluated by the conceptual model and offered hypotheses. The method is illustrated analysis a sample of 296 customers by using a structured survey as a data collection instrument. The model was used to examine the hypothesized relationship among the constructs. The most accurate readings are obtained from indicating strong connections between price deals and perceived quality, brand passion and brand equity. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Dao Duy Huan, Dao Duy Tung, "CONSUMER-BASED BRAND EQUITY ON A CONSUMER-PACKAGED GOOD INDUSTRY: CASE STUDY ON VINAMILK", International Journal Of Creative and Innovative Research In All Studies,
vol. 1, no. 9, pp. 56-62, 2019.
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MLA
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Dao Duy Huan, Dao Duy Tung "CONSUMER-BASED BRAND EQUITY ON A CONSUMER-PACKAGED GOOD INDUSTRY: CASE STUDY ON VINAMILK." International Journal Of Creative and Innovative Research In All Studies,
vol 1, no. 9, 2019, pp. 56-62.
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APA
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Dao Duy Huan, Dao Duy Tung (2019). CONSUMER-BASED BRAND EQUITY ON A CONSUMER-PACKAGED GOOD INDUSTRY: CASE STUDY ON VINAMILK. International Journal Of Creative and Innovative Research In All Studies,
1(9), 56-62.
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CONSUMER-BASED BRAND EQUITY ON A CONSUMER-PACKAGED GOOD INDUSTRY: CASE STUDY ON VINAMILK
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