tailieunhanh - Components of brand equity: The case of Bình Thuận dragon fruit

The paper aims at testing the theoretical model of brand equity and developing a measure for brand equity of Bình Thuận dragon fruit and relationship between components of brand equity. | 142 | Ngô Thị Ngọc Huyền, Nguyễn Viết Bằng & Đinh Tiên Minh | 142 - 160 Components of Brand Equity: The Case of Bình Thuận Dragon Fruit NGÔ THỊ NGỌC HUYỀN University of Economics HCMC - huyenntn@ NGUYỄN VIẾT BẰNG University of Finance – Marketing - bangk7@ ĐINH TIÊN MINH University of Economics HCMC - dinhtienminh@ ARTICLE INFO Article history: Received: May 23, 2014 Received in revised form June 26, 2014 Accepted: Sep. 30, 2014 Keywords: brand equity, Bình Thuận dragon fruit. ABSTRACT The paper aims at testing the theoretical model of brand equity and developing a measure for brand equity of Bình Thuận dragon fruit and relationship between components of brand equity. The research results based on Structural Equation Modeling (SEM) demonstrate relationships between the following components of the brand equity of Bình Thuận dragon fruit: Brand awareness, perceived quality, brand associations and brand loyalty. The results also show that these components do affect the overall brand equity. JED October 2014| 143 1. PROBLEM STATEMENT Dragon fruit is a specialty ranked 1st out of 11 types of Vietnamese fruit with competitive advantage acknowledged by Ministry of Agriculture and Rural Development at the conference held in HCMC on June 7 2004. The fruit features high economic efficiency and considerably raises farmers’ income in general, and in Bình Thuận Province in particular, it helps restructure agricultural crops and change the face of rural districts. Dragon fruit yield during the past years has risen rapidly (from 141,283 tons in 2007 to 379,604 tons in 2012 counted as for 15,807 hectares of farmland) (Bình Thuận Office of Statistics, 2012). Yet, uneven quality and size of dragon fruit, lax control of food sanitation from production to consumption stages and irrational brand marketing programs prevent this product from creating a vivid image in consumers’ mind and intense loyalty .