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Please use this identifier to cite or link to this item: http://ir.lib.stu.edu.tw:80/ir/handle/310903100/1838

Title: Investigating Dimensions of Brand Equity Based on an Empirical Study of Vietnam Fast-food Market
Investigating Dimensions of Brand Equity Based on an Empirical Study of Vietnam Fast-food Market
Authors: 黃叔貴蒼
HUYNH THUC QUY THUONG
Contributors: Doong Shing Hwang
資訊管理研究所
Keywords: Brand Equity;Brand Loyalty;Brand Awareness;Perceived Quality;Brand Image
Date: 2009
Issue Date: 2011-05-26 11:06:16 (UTC+8)
Publisher: 高雄市:[樹德科技大學資訊管理研究所]
Abstract: 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.
Appears in Collections:[資訊管理系(所)] 博碩士論文

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