A study of customer-based brand equity for bottled-water brands in Da Nang market
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Author
Keywords:
Brand
Brand Equity
Customer-Based Brand Equity
bottled-water industry
Danang
Abstract
This paper aims to validate Customer-Based Brand Equity (CBBE) for bottled water products in Danang city and to compare CBBE dimensions between foreign company-owned brands and local companied-owned brands. The result shows that the final CBBE scale contains five factors: brand awareness, perceived quality, brand loyalty, perceived value, and brand personality. The dimension of organizational associations has been removed from the model. The study contributes to the scale literature of CBBE in Vietnam market by adapting and estimating the scale of CBBE in the bottled water industry in developed countries. Besides, the results show that foreign company-owned brands have higher CBBE index than local company-owned brands do. Dimensions of CBBE model also gives an advantage for the foreign company-owned brands.
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Published
Feb 28, 2018
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How to Cite
PGS.TS. Phạm Thị Lan Hương*; Trương Đình Quốc Bảo. “A Study of Customer-Based Brand Equity for Bottled-Water Brands in Da Nang Market”. The University of Danang - Journal of Science and Technology, vol. 2, no. 123, Feb. 2018, pp. 41-45, https://jst-ud.vn/jst-ud/article/view/313.
