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Determinants of brand equity for fresh fruit in Vietnam: Based on customer approach

Author:

Dr. Bang Nguyen Viet, Dr. Vu Nguyen Thanh and MBA.NhanVo Kim, 2017

Subject Area:

Social Sciences and Humanities

Abstract:

The paper aims at defining and measuring the impacts of brand equity Vietnamese fresh fruits on the overall brand equity and interactions between them. This paper used qualitative and quantitative research methods: (i) qualitative research conducted through direct interviews with 10 experts and focus group discussions with 10 consumers, and (ii) quantitative research conducted through direct interviews with 520 consumers. The results show that (i) brand equity of Vietnamese fresh fruit is influenced directly by five factors, including brand awareness, brand association, perceived quality, brand loyalty, and perceived safety; of which, perceived quality and perceived safety have more significant effects on the overall brand equity; and (ii) there are interactions among the factors.

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