Article Sidebar

PDF (Tiếng Việt)
Published: 2021-07-14
Abstract Views: 1895
Views PDF (Tiếng Việt): 2029
DOI: https://doi.org/10.52932/jfm.vi63.169
Issue
No. 63 (2021)
Section
Research Articles
How to Cite
Hiến, N. V., & Nguyệt, N. T. H. (2021). MEASURE THE PLACE BRAND EQUITY FROM TOURIST’S ERCEPTION: VINH LONG CASE STUDY. Journal of Finance and Marketing, 63(3), 102-113. https://doi.org/10.52932/jfm.vi63.169

MEASURE THE PLACE BRAND EQUITY FROM TOURIST’S ERCEPTION: VINH LONG CASE STUDY

Nguyen Van Hien1, Nguyen Thị Hong Nguyet2
1 University of Finance – Marketing
2 Ho Chi Minh University of Natural Resources and Environment

Main Article Content

Abstract

This study measure the brand equity model for a specific place - Vinh Long from the tourist’s perception. The mentioned brand equity consists of four components: brand awareness, brand association, perceived quality, and brand loyalty. A sample of 150 tourists who have been to Vinh Long was surveyed directly through the questionnaire. Structural equation modeling (SEM) was used to analyze the data. The research result indicates that perceived quality and brand association has influenced to brand loyalty, however brand awareness has not affected to brand association and brand loyalty.

Article Details

Keywords

Brand equity, Brand awareness, Brand association, Perceived quality, Brand loyalty

References

Aaker, D.A. (1991), Managing Brand Equity, New York: The Free Press, NY.
Ambler T & Styles C.(1996), Brand development versus new product development: towards a process model of extension. Marketing Intelligence & Planning, 14 (7): 10-9.
Atilgan, E., Aksoy, S., & Akinci, S., and Kaynak, E., 2005. Determinants of the brand equity: A verification approach in the beverage industry in Turkey, Marketing Intelligence and Planning, 23(3), 237-248.
Bennett PD (ed)., 1995. Dictionary of Marketing Terms, 2nd ed, Chicago III: American Marketing Association.
Biel, A.L., 1997. Discovering brand magic:The hardness of the softer side of branding, International Journal of Advertising, 16 (3): 199-210.
Cobb-Walgren, C. J., Ruble C.A., & Donthu, N. (1995), Brand equity, brand
preference, and purchase intent. Journal of Advertising, 24 (3), 25-40.
Davis S., 2002. Implementing your BAM Strategy: 11 steps to making your brand a more valuable business assest. Journal of Consumer Marketing, 19(6): 503-13.
Davis, S., & Doughlass, D. (1995), Holistic approach to brand equity management, Marketing News, 29(2), 4-5.
Dawa, N. (1999), Perceived quality. In P.E. Earl and S.Kemp (Eds) The Elgar Companion to Consumer Research and Economic Psychology, Northampton, MA: Edward Elgar.
Górska-Warsewicz, H. (2020). Factors Determining City Brand Equity—A Systematic Literature Review. Sustainability, 12(19), 7858.
Hankinson G & Cowking P, (1996), The Reality of Global Brands. London: McGraw-Hill.
Hassan, H., & Rahman, M. S. (2013). The Value of National Brand and Local Brand. Journal of Basic and Applied Scientific Research, 3(3), 784-786..
Keller, K.L., 1993. “Conceptualizing measuring and managing customer-based brand equity’. Journal of Marketing, 57: 1-22.
Keller, K.L., 2000. “The brand report card”. Harvard Business Review, 78(1): 147-55.
Keller, K.L. (2003), Strategic Brand Management: Building, Measuring and Managing Brand Equity, 2nd ed., Prentice-Hall, Pearson Education, Inc., Upper Saddle River, New Jersey.
Kotler, P., Haider, D. and Rein, I. (1993), Marketing Places. Attracting Investment, Industry and Tourism to Cities, States, and Nations. Maxwell Macmillan Int, New York.
Jung, J., & Sung, E. Y. (2008), Consumer-based brand equity: Comparisons among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management, Vol. 2, No. 1, pp. 24 – 35.
Kotler, P., and Keller, K. L. (2006), Marketing Management. 12th ed, Upper Saddle River, New Jersey, Pearson Prentice Hall.
Lassar, W., Mittal, B. & Sharma, A., 1995. Measuring customer-based brand equity. The Journal of Consumer Marketing, 12(4): 11-19.