The role of selected marketing mix elements in consumer based brand equity creation: milk industry in Vietnam

Bang Nguyen Viet, Tuan Nguyen Anh
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引用次数: 20

Abstract

ABSTRACT This study defines and measures marketing mix elements in consumer-based brand equity. It undertakes qualitative research through focus group discussions with 10 consumers. It conducts quantitative research through direct interviews with 477 consumers. The results reveal that brand awareness, brand associations, perceived quality, brand trust, and brand loyalty affect brand equity, while brand awareness, and brand trust affect brand loyalty. Advertising impacts brand awareness, brand associations, perceived quality, brand trust, while distribution intensity impacts brand awareness, brand associations, brand trust. However, the limited resources in conducting the research result in a small sample size of only 477 consumers. As a sampling technique, this study employs direct interview methods.
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选定的营销组合要素在以消费者为基础的品牌资产创造中的作用:越南的牛奶行业
本研究定义并测量了基于消费者的品牌资产中的营销组合要素。它通过与10位消费者的焦点小组讨论进行定性研究。通过对477名消费者的直接访谈进行定量研究。结果显示,品牌意识、品牌联想、感知质量、品牌信任和品牌忠诚影响品牌资产,而品牌意识和品牌信任影响品牌忠诚。广告影响品牌意识、品牌联想、感知质量、品牌信任,分销强度影响品牌意识、品牌联想、品牌信任。然而,在进行研究时,由于资源有限,样本量很小,只有477名消费者。本研究采用直接访谈法作为抽样方法。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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