FACTORS AFFECTING CONSUMER-BASED BRAND EQUITY OF VIETNAMESE PHARMACEUTICAL COMPANIES
The concept and importance of a company’s brand have always been widely acknowledged. However, in modern Vietnam, many Vietnamese companies are still unaware of the importance of building their brand. Particularly in the pharmaceutical industry where products are directly related to human health, bu...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Dalat University
2018-07-01
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| Series: | Tạp chí Khoa học Đại học Đà Lạt |
| Subjects: | |
| Online Access: | http://tckh.dlu.edu.vn/index.php/tckhdhdl/article/view/432 |
| _version_ | 1818517006013431808 |
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| author | Nguyễn Cao Quỳnh Tú Lưu Tiến Dũng |
| author_facet | Nguyễn Cao Quỳnh Tú Lưu Tiến Dũng |
| author_sort | Nguyễn Cao Quỳnh Tú |
| collection | DOAJ |
| description | The concept and importance of a company’s brand have always been widely acknowledged. However, in modern Vietnam, many Vietnamese companies are still unaware of the importance of building their brand. Particularly in the pharmaceutical industry where products are directly related to human health, buying products of famous pharmaceutical brands to help ensure the lowest risk is gradually becoming a habit of consumers. The purpose of this paper is to find out factors affecting consumer-based brand equity of Vietnamese pharmaceutical companies. The study provides a conceptual framework in which brand awareness, brand associations, perceived quality and brand loyalty are related to brand equity. The survey was conducted on a sample of 328 customers at pharmacies and hospitals in Vietnam who have basic knowledge on some of Vietnamese pharmaceutical companies’ brands. The research instruments included an 18-item questionnaire on brand equity, plus demographic questions. Results show that there are four factors affecting the brand equity of Vietnamese pharmaceutical companies, including brand awareness, brand associations, perceived quality, brand loyalty and the correlation between them. |
| first_indexed | 2024-12-11T00:50:10Z |
| format | Article |
| id | doaj.art-92b7a131fc8e432283cc926a204e2ab9 |
| institution | Directory Open Access Journal |
| issn | 0866-787X 0866-787X |
| language | English |
| last_indexed | 2024-12-11T00:50:10Z |
| publishDate | 2018-07-01 |
| publisher | Dalat University |
| record_format | Article |
| series | Tạp chí Khoa học Đại học Đà Lạt |
| spelling | doaj.art-92b7a131fc8e432283cc926a204e2ab92022-12-22T01:26:39ZengDalat UniversityTạp chí Khoa học Đại học Đà Lạt0866-787X0866-787X2018-07-0181S14515710.37569/DalatUniversity.8.1S.432(2018)245FACTORS AFFECTING CONSUMER-BASED BRAND EQUITY OF VIETNAMESE PHARMACEUTICAL COMPANIESNguyễn Cao Quỳnh Tú0Lưu Tiến Dũng1The Faculty of Pharmacy, Lac Hong UniversityThe Faculty of Business Administration – International Economics, Lac Hong UniversityThe concept and importance of a company’s brand have always been widely acknowledged. However, in modern Vietnam, many Vietnamese companies are still unaware of the importance of building their brand. Particularly in the pharmaceutical industry where products are directly related to human health, buying products of famous pharmaceutical brands to help ensure the lowest risk is gradually becoming a habit of consumers. The purpose of this paper is to find out factors affecting consumer-based brand equity of Vietnamese pharmaceutical companies. The study provides a conceptual framework in which brand awareness, brand associations, perceived quality and brand loyalty are related to brand equity. The survey was conducted on a sample of 328 customers at pharmacies and hospitals in Vietnam who have basic knowledge on some of Vietnamese pharmaceutical companies’ brands. The research instruments included an 18-item questionnaire on brand equity, plus demographic questions. Results show that there are four factors affecting the brand equity of Vietnamese pharmaceutical companies, including brand awareness, brand associations, perceived quality, brand loyalty and the correlation between them.http://tckh.dlu.edu.vn/index.php/tckhdhdl/article/view/432brand associationsbrand awarenessbrand equitybrand loyaltyperceived qualitypharmaceutical companies. |
| spellingShingle | Nguyễn Cao Quỳnh Tú Lưu Tiến Dũng FACTORS AFFECTING CONSUMER-BASED BRAND EQUITY OF VIETNAMESE PHARMACEUTICAL COMPANIES Tạp chí Khoa học Đại học Đà Lạt brand associations brand awareness brand equity brand loyalty perceived quality pharmaceutical companies. |
| title | FACTORS AFFECTING CONSUMER-BASED BRAND EQUITY OF VIETNAMESE PHARMACEUTICAL COMPANIES |
| title_full | FACTORS AFFECTING CONSUMER-BASED BRAND EQUITY OF VIETNAMESE PHARMACEUTICAL COMPANIES |
| title_fullStr | FACTORS AFFECTING CONSUMER-BASED BRAND EQUITY OF VIETNAMESE PHARMACEUTICAL COMPANIES |
| title_full_unstemmed | FACTORS AFFECTING CONSUMER-BASED BRAND EQUITY OF VIETNAMESE PHARMACEUTICAL COMPANIES |
| title_short | FACTORS AFFECTING CONSUMER-BASED BRAND EQUITY OF VIETNAMESE PHARMACEUTICAL COMPANIES |
| title_sort | factors affecting consumer based brand equity of vietnamese pharmaceutical companies |
| topic | brand associations brand awareness brand equity brand loyalty perceived quality pharmaceutical companies. |
| url | http://tckh.dlu.edu.vn/index.php/tckhdhdl/article/view/432 |
| work_keys_str_mv | AT nguyencaoquynhtu factorsaffectingconsumerbasedbrandequityofvietnamesepharmaceuticalcompanies AT luutiendung factorsaffectingconsumerbasedbrandequityofvietnamesepharmaceuticalcompanies |