INTRODUCTON
Background of research
In the first seven months of 2013, Vietnam exported 14.5 million bags of green coffee, marking a 3 percent increase from the previous year and solidifying its position as the world's second-largest coffee exporter, according to MARD data With a rich coffee culture dating back to 1857, coffee has become an integral part of daily life for many Vietnamese Today, both domestic and international coffee brands are increasingly entering the Vietnamese market to meet the growing demand for this beloved beverage.
Globalization has made the domestic coffee market in Vietnam increasingly appealing to foreign investors, leading to the emergence and growth of renowned international coffee brands like NYDC Coffee, The Coffee Bean and Tea Leaf, and Angel In.
The domestic roasted coffee market in Vietnam is becoming increasingly competitive, with international players like Starbucks challenging local brands Established Vietnamese coffee companies such as Trung Nguyen, Highland, and Gogo are striving to penetrate this market, yet many face challenges in expanding their market share The focus in the premium roast coffee segment has shifted from pricing and product quality to brand building, making brand image and equity crucial for attracting Vietnamese consumers As a result, brand equity is recognized as a vital component for Vietnamese coffee marketers to enhance their competitive advantage and inform strategic management decisions.
Trademarks are essential for product differentiation, helping brands establish a competitive advantage (Wood, 2000) They provide added value for both businesses and consumers, as highlighted by Aaker (1991), who emphasizes that brands enhance product value and safeguard against imitation by competitors By recognizing the significance of brand equity, Vietnamese roasted coffee brands can achieve higher profits and foster customer loyalty.
These circumstances motivated me to investigate the relationship between selected brand equity‟s dimensions and brand equity
Founded in 1996 by Dang Le Nguyen Vu, Trung Nguyen coffee began as a small coffee processing business in Ban Me Thuoc city During this period, Vietnam re-emerged as a leading coffee producer globally, primarily focusing on coffee production.
Trung Nguyen Coffee, established in 1998 in Ho Chi Minh City, has grown to over 50 coffee shops across Vietnam, emphasizing the significance of branding to cater to high-income customers Initially, the market for "green" coffee (unroasted beans) lacked control over quality and pricing, but Trung Nguyen has since focused on sustainable development and continuous growth in the coffee industry.
Research problem and purpose
Competition is a crucial element influencing brand emergence and growth In today's market, competition is intense across all sectors, including the coffee shop industry, driven by the constant threat of new entrants and rivals.
To gain a larger market share and surpass competitors, companies must implement effective marketing strategies A crucial element in this process is brand equity, which significantly influences a company's business development and overall success in the marketplace.
In a competitive market, the brand, style, and quality of a product are crucial factors influencing customer choice Vietnamese roasted coffee brands have heavily invested in mass production, price reductions, and promotional campaigns to attract consumers However, they often overlook that customers prioritize well-known, trusted, and reliable brands As a result, many domestic coffee enterprises struggle to effectively establish a unique brand identity linked to their roasted coffee offerings.
Most of them have not yet achieved national recognition.
Research objective
This study aims to explore the concept of brand equity in marketing, focusing on measuring and analyzing the effectiveness of its dimensions—brand awareness, brand association, perceived quality, and brand loyalty—on consumer-based brand equity Additionally, it seeks to identify which dimensions positively influence the brand equity of Trung Nguyen Coffee The findings will assist Vietnamese coffee companies in fostering positive brand equity, ultimately contributing to their future business growth and profitability.
What dimensions of brand equity have positive effect on perception of Vietnamese coffee brand with representative is Trung Nguyen coffee?
How much they affect the brand equity of Trung Nguyen coffee?
What is the current brand equity level of Trung Nguyen Coffee?
How to improve the current brand equity level of Trung Nguyen Coffee?
Scope of the study
This research, conducted in Ho Chi Minh City, specifically targets customers of Vietnamese coffee brands, with a primary focus on Trung Nguyen Coffee It concentrates on office buildings with a significant number of employees, who represent potential customers for Vietnam's coffee brands However, the findings may not fully reflect the overall perceptions of all customers in Vietnam regarding the brand equity of these coffee brands.
This research may not represent the views of all coffee brand customers in Ho Chi Minh City, as the survey was primarily conducted in select office buildings across specific districts Limitations in time and experience also hindered a comprehensive analysis of the data.
Contribution of the study
This study provides valuable insights for managers of Vietnam's coffee brands, particularly Trung Nguyen, by assessing the current brand equity from the customers' perspective and identifying existing challenges in their branding strategies.
This study provides scientific solutions to enhance the brand equity of Vietnam's coffee brands, enabling them to achieve a competitive edge The questionnaires developed can be effectively utilized to support the customer survey systems of these brands.
This research provides valuable insights for Vietnam's coffee brands, enhancing their understanding of how brand equity influences customer perceptions The findings serve as a benchmark for similar coffee brands to assess their services and performance, while also offering a foundation for future studies in related fields.
Organizational structure of the study
This paper is structured into several key sections: the introduction provides the research background, identifies problems and purposes, outlines the study's scope, highlights its significance, and details the study's structure The literature review defines key terms and presents a conceptual framework, alongside relevant previous studies The research methodology section outlines the approach taken for the study Following this, the data analysis and discussion chapter interprets the results derived from the collected data Finally, the conclusion and recommendations section addresses the research question, offers suggestions, and lays the groundwork for future research.
LITERATURE REVIEW & THEORETICAL FRAMEWORK
Concepts & Definitions
The idea of branding has been applied for more than a hundred years (Feldwick,
1996) Until now, the meaning of brand has been changed a lot The significant of brand is also gaining which is considered as one of sustainable competitive advantage in business
According to Kotler (1994), a brand encompasses a name, term, sign, symbol, or design, or a combination of these elements, that serves to identify the goods or services of a specific seller or group of sellers, effectively distinguishing them from competitors.
Historically, brands were primarily seen as identifiers for products, showcasing their features, characteristics, and logos to set them apart from competitors This traditional view positioned brands as protective entities for both consumers and producers, safeguarding them from rival offerings (Aaker, 1991) As a result, branding evolved into a visual hallmark that effectively differentiates one product from another.
The current market landscape has evolved, making it increasingly challenging to distinguish one product from another and establish strong brands, unlike a few decades ago (Aaker, 1991) Consequently, the traditional strategy of differentiation that heavily relies on product features and visual appeal is no longer effective in today's competitive environment (Arnold, 1992).
In recent years, there has been a significant shift from a product-centric approach to a brand-centric focus, emphasizing a holistic perspective where the brand itself becomes the primary focal point (Wood, 2000) This approach highlights the brand as an image in consumers' minds (Keller, 1993), encompasses brand personality (Aaker, 1996), and positions brands as added value (De Chernatony & McDonald, 1992; Doyle, 1994) Consequently, the product is viewed as just one attribute of the broader brand identity.
This branding approach has been broadly accepted by researchers (Aaker, 1991;
A brand offers both physical and emotional benefits to customers, while a product primarily meets only physical needs According to Aaker (1991), a brand is defined as a product that delivers functional benefits along with added values that resonate with consumers Stephen King emphasizes the distinction between products and brands, noting that products are manufactured items that can be easily replicated by competitors, whereas brands are unique and enduring In essence, while products may become obsolete, a successful brand maintains its relevance over time.
Brands are essential for a company's success, as they differentiate products and enhance customer satisfaction, leading to a willingness to pay more (Wood, 2000) They create added value for both businesses and consumers, significantly increasing product value while safeguarding against imitation by competitors (Aaker, 1991) Consequently, a strong brand is considered a valuable asset for any company (Aaker, 1991).
Since its introduction in the 1980s, brand equity has garnered significant attention from both academic marketers and industry professionals (Cobb Walgren et al., 1995) The term has been subject to various interpretations and discussions for diverse purposes (Keller, 2002) Essentially, brand equity represents the disparity between general brand preference and multi-attribute preference derived from objectively assessed attribute levels (Park & Srinivasan, 1994), as well as overall quality and intention to choose (Agarwal & Rao, 1996).
Brand equity is a crucial concept in both brand management and academic research, recognized for its significant impact on business practices (Kim et al., 2008) Effective development and management of brand equity are essential for firms, as it enhances cash flow and enables product differentiation, leading to competitive advantages (Hao et al., 2007; Yoo et al., 2000; Aaker, 1991) Consequently, many firms regard brand equity as one of their most valuable intangible assets (Hao et al., 2007).
Brand equity, as defined by Aaker (1991), refers to the collection of brand assets and liabilities associated with a brand, its name, and its symbol This concept plays a crucial role in determining the value a product or service offers to both a company and its customers.
According to Aaker (1991), brand equity is built on five key dimensions: brand loyalty, name awareness, perceived quality, brand associations, and other proprietary brand assets such as patents, trademarks, and channel relationships.
Brand equity is conceptualized from the perspective of the individual consumer and a conceptual framework is provided of what consumers know about brands
Customer based brand equity is defined as the differential effect of band knowledge on consumer response to the marketing of the brand (Washburn and Plank, 2002)
Proponents argue that for a valuable brand must be valued by the customer
Brand equity, as defined by Farquhar (1989), is the added value perceived by consumers, which enhances their positive attitudes towards a product associated with a particular brand This consumer attitude connects an object to its evaluation stored in memory, with a strong brand relying on three essential elements: positive brand evaluation, clear brand attitude, and reliable brand image Martin and Brown (1990) further describe brand equity as the overall impression a consumer has of a brand, while Blackston (1992) emphasizes that it encompasses the consumer's thoughts and perceptions about the brand.
Further, Edell (1993) supposes that brand equity is the difference between the consumer‟s evaluation of a branded product and an unbranded product with the same attributes
Consumer-based brand equity is defined as the favorable, strong, and unique associations that customers hold in memory regarding a brand (Keller, 1993) According to Keller, brand equity influences customer responses through brand knowledge, which encompasses brand image and brand awareness (Keller, 1993, p 1) A brand is considered to have positive customer-based brand equity when customers respond more favorably to its product, promotions, pricing, or distribution compared to similar elements associated with a fictitious or unnamed counterpart.
Understanding brand equity from the customer’s perspective is crucial for effective brand management According to Keller (1993), positive customer-based brand equity leads to increased revenue and profits while lowering costs It directly impacts a company’s capacity to set higher prices, encourages customers to explore new distribution channels, enhances the effectiveness of marketing communications, and supports successful brand extensions and licensing opportunities.
Customer-based brand equity is a complex concept that encompasses a range of attitudinal and behavioral elements While many models focus primarily on attitudinal aspects, the most prevalent measurement constructs include brand image and brand associations.
Yoo et al., 2000); brand awareness (Holden & Lutz, 1992; Nguyen & Nguyen, 2003;
Research has highlighted the significance of brand preference and its relationship with customer-based brand equity, brand performance, and brand loyalty Studies by Washburn & Plank (2002) and Yoo et al (2000) emphasize the importance of attitudinal components, while Lassar et al (1995) focus on brand performance To measure brand equity, Aaker's brand equity model (1991) is frequently utilized in empirical studies, as noted by Baldauf et al (2003), Cobb-Walgren et al (1995), and Kim & Kim (2004).
Research model
This study applies Aaker's brand equity model (1991) to analyze Vietnam's coffee brand, focusing on its five key dimensions: brand awareness, brand associations, brand loyalty, and perceived quality By evaluating these dimensions through customer feedback, the research aims to reassess the measurement of customer-based brand equity, as illustrated in the accompanying figure.
The research model categorizes independent variables into four key areas: brand awareness, brand associations, brand loyalty, and perceived quality These independent variables significantly impact the dependent variable, which is brand equity.
Brand awareness is a crucial element of brand equity, reflecting how prominently a brand is recognized in consumers' minds (Aaker, 1991; Keller, 1993) It serves as an indicator of quality and commitment, helping customers familiarize themselves with the brand and influencing their purchasing decisions (Aaker, 1991).
Brand awareness, as defined by Aaker (1991), encompasses various levels, from simple brand recognition to brand dominance, where a consumer recalls only one brand Aaker emphasizes that brand awareness reflects a potential buyer's capability to identify a brand within its product category Building on this, Keller (1993) identifies two key components of brand awareness: brand recall and recognition Brand recall refers to a customer's ability to retrieve a brand from memory when prompted by product categories or needs, while brand recognition becomes crucial during in-store decision-making processes.
Brondoni (2001) emphasized that brand awareness is a crucial factor in consumer selection, significantly impacting brand equity When consumers are aware of a brand, they are more likely to consider it for future purchases, thus enhancing the chances of repeated buying Customer-based brand equity emerges when consumers possess a high level of awareness and familiarity with a brand, coupled with strong, positive, and unique associations Therefore, it can be hypothesized that increased brand awareness leads to greater customer loyalty and preference.
H1: Brand awareness has a positive effect on brand equity
Brand association refers to the information connected to a brand in consumers' memory, shaping its meaning (Keller, 1993) The dimensions of brand knowledge—favorability, strength, and distinctiveness—are crucial in generating differential responses from customers, ultimately contributing to brand equity (Keller, 1993).
Brand association is a crucial dimension of brand equity, encompassing product attributes, customer benefits, uses, users, lifestyles, product classes, competitors, and nations (Aaker, 1991) It aids customers in processing and retrieving information, while also offering value by encouraging purchases and fostering positive consumer attitudes (Aaker, 1991) Additionally, Rio et al (2001) emphasize that brand associations play a vital role in the formation and management of brand equity.
Brand association refers to the perceptions and connections that customers have regarding a brand in relation to their needs and desires Strong brand equity indicates that consumers possess positive associations with the brand Therefore, we propose the following hypothesis:
H2: Brand association has a positive effect on brand equity
Brand loyalty plays a crucial role in establishing brand equity According to Aaker (1991, p 39), brand loyalty is defined as the likelihood that a customer will remain with a brand, even when faced with changes in price or product features, highlighting the importance of maintaining customer commitment.
Javalgi and Moberg (1997) defined brand loyalty consistent with behavioral, attitudinal, and choice perspectives
The behavioral perspective on brand loyalty focuses on the frequency of purchases, while the attitudinal perspective considers consumer preferences and attitudes towards brands In contrast, the choice perspective examines the motivations behind purchasing decisions and the factors influencing those choices Research by Rundle-Thiele and Bennett (2001) categorizes brand loyalty into three main approaches: behavioral, attitudinal, and multi-domain.
Brand loyalty is also conceptualized based on an attitudinal perspective
Chaudhuri and Holbrook (2001) emphasized that attitudinal brand loyalty encompasses a strong commitment to the unique value associated with a brand In line with this, Yoo and Donthu (2001) defined brand loyalty as the inclination to consistently choose a primary brand, driven by the intention to purchase it as the first option.
Brand loyalty, as defined by Aaker (1991), reflects the emotional attachment a customer has to a brand Oliver (1997) further elaborates on this by describing brand equity as a strong commitment to consistently repurchase a preferred product or service, despite external influences and marketing efforts that may lead to switching behavior Consequently, brand loyalty is recognized as a crucial dimension of brand equity, leading to the formulation of the following hypothesis.
H3: Brand loyalty has a positive effect on brand equity
Perceived quality is a fundamental element of the Customer-Based Brand Equity (CBBE) framework, emphasizing the importance of customer perception over actual product quality It reflects how consumers view the overall quality or superiority of a product or service in relation to its intended use and alternatives In today’s competitive landscape, businesses leverage customer-driven quality as a strategic advantage, focusing on consistently meeting customer needs and preferences to enhance satisfaction and create value.
Kotler (2000) emphasizes the strong relationship between customer satisfaction, product and service quality, and a company's profitability High perceived quality enhances brand value by providing compelling reasons for consumers to choose that brand over competitors (Aaker, 1991) Marketers in various product and service sectors increasingly acknowledge the significance of perceived quality in shaping brand evaluations (Morton).
H4: Perceived quality has a positive effect on brand equity.
RESEARCH METHOD
Research methodology
This research adopted Quantitative method, included:
- Secondary data: literature review, articles, research papers, books, etcs
The research follows Quantitative approach to conduct customer survey Primary data will be collected for analyzing and coming up with findings in the later section.
Quantitative approach
Malhotra and Birks (2006) introduce quantitative research is a research manner which seeks to quantify data; especially, it employees some form of statistical analysis
Indeed, Parasuraman (1991) argue quantitative research is a form of conclusive research involving large representative samples and fairly structured data collection procedures
Quantitative research involves large-scale surveys or structured observations in conclusive research projects According to Veal (2006), it encompasses statistical analysis that relies on numerical evidence for drawing conclusions or testing hypotheses This type of research typically requires studying relatively large populations and utilizing computer tools for data analysis to ensure the reliability of the results.
Questionnaire design
The questionnaire survey aims to gather empirical evidence and assess brand equity for Trung Nguyen Coffee from the customer's viewpoint It is crafted to directly collect data from customers using straightforward, clear, and easily comprehensible language The statements are concise and unambiguous, ensuring that respondents can answer without confusion.
The questionnaire is divided into two sections: the first gathers demographic information about Trung Nguyen Coffee customers, while the second assesses brand equity through various dimensions, including brand awareness, brand association, brand loyalty, and perceived quality.
The 5-points Likert scale is applied to measure in the questions about brand equity and its dimensions mentioned above According to Cooper et al (2006), the likert scale, which was developed by Rensis Likert, is the most commonly used variation of the summated rating scale It comprises statements expressing either a favorable or an unfavorable attitude toward the object of interest Respondents are asked to indicate their level of agreement with a given statement by the way of a 5-point scale ranging from
The response scale ranges from "Strongly Disagree" to "Strongly Agree," with "Neither Agree nor Disagree" positioned centrally This scale includes five options: 1) Strongly Disagree, 2) Disagree, 3) Neither Agree nor Disagree, 4) Agree, and 5) Strongly Agree.
The questionnaire was originally created in English and subsequently translated into Vietnamese, as English is not widely understood by customers in Vietnam To ensure the accuracy of the translation, back-translation was conducted, allowing for a comparison between the original and Vietnamese versions This process ensured the equivalence of meanings across the items, with refinements made as needed.
When conducting marketing research, it is essential to consider scaling and measurement to ensure clarity in understanding the target respondents' insights (Malhotra and Birks, 2006) Measurement, as defined by Summers (1970), involves assigning numbers to observations or responses based on established rules.
According to Malhotra and Birks (2006), measurement involves assigning numbers or symbols to distinct objects based on predefined rules, making the specification of these rules crucial For effective measurement, marketing researchers must create clear operational definitions for the concepts they intend to measure.
Theory plays an important role in measurement; there can be no measurement without theory (Malhotra and Birks, 2006)
Parasuraman (1991) emphasizes that the initial step in creating a measurement for marketing research involves designing an appropriate response scale for analyzing collected data Similarly, Malhotra and Birks (2006) contend that effective scaling is crucial for accurate interpretation of research findings.
Scaling is an essential aspect of measurement, enabling the quantification of respondents' answers regarding various objects In this project, the Likert scale is employed for questionnaire measurement, as it is a widely recognized rating scale that allows respondents to express their level of agreement or disagreement with a series of statements about specific stimuli (Miller and Salkind, 2002) The Likert scale effectively gauges respondents' attitudes toward products, making it easy to construct, administer, and comprehend Data on brand equity dimensions and six selected promotional activities were gathered through a survey questionnaire, with all measurements summarized in the following table.
Table 3.1 presents the measurement scale used in the survey, which encompasses all constructs of the conceptual model to test the hypotheses The questionnaire was developed based on prior theoretical discussions, as detailed in Appendix A.
I can recognize Trung Nguyen Coffee quickly among other competing brands
BAW2 Some characteristics of Trung Nguyen
Coffee come to my mind quickly
I am familiar with Trung Nguyen Coffee and know what it‟s logo look like
BAW4 When refer to premium roasted coffee,
I think of Trung Nguyen Coffee first
Association BAS1 Trung Nguyen Coffee is a premium coffee brand
Trung Nguyen Coffee has very unique brand image, compared to competing brands
BAS3 I like and trust the company, which creates Trung Nguyen Coffee
I am impressed with Trung Nguyen Coffee‟s customers for the same interest of using Trung Nguyen Coffee
BAS5 I‟d like to be Trung Nguyen Coffee‟s customer because I like its style
I‟d like to be Trung Nguyen Coffee‟s customer because I like its advertisements
PQU1 Trung Nguyen Coffee‟s products have very good tastes
Trung Nguyen Coffee‟s products are diverse and very well designed and decorated
PQU3 Trung Nguyen Coffee‟s employees work quickly and neatly
PQU4 Trung Nguyen Coffee‟s employees are courteous and professional
Trung Nguyen Coffee shops have nice and reasonable decoration and interior design
PQU6 Trung Nguyen Coffee shops have good and modern facilities
PQU7 Trung Nguyen Coffee shops have relaxed and friendly atmosphere
PQU8 Trung Nguyen Coffee‟s quality is well worth for money
PQU9 I highly appreciate Trung Nguyen
Coffee brand for its quality
BLO1 Trung Nguyen Coffee is always my first choice
BLO2 I consider myself to be loyal to Trung
I will go to other coffee brands if Trung Nguyen Coffee closed or has no seats for available
I will say good things about and recommend Trung Nguyen Coffee for my friends and my relatives
BLO5 I will go to Trung Nguyen Coffee more often
BLO6 I will buy many of other products of
BEQ1 I like Trung Nguyen Coffee 5 points
Trung Nguyen Coffee is a prestige brand for high quality and good services
Trung Nguyen Coffee is the leading brand in premium roasted coffee market in Vietnam
Even if another coffee brand has the same products, style and features as Trung Nguyen Coffee, I would prefer to buy Trung Nguyen Coffee
If there is another coffee brand as good as Trung Nguyen coffee, I would prefer to buy Trung Nguyen coffee
Sampling
The study aims to investigate the impact of brand equity dimensions on Trung Nguyen Coffee's brand equity, focusing on Vietnamese customers in Ho Chi Minh City, Vietnam's major commercial hub The population for this research consists of all units of analysis relevant to the investigation, specifically targeting Trung Nguyen Coffee consumers in the Ho Chi Minh market to empirically test the proposed theoretical model.
Next step is estimating the sample size The sample size in this study is 258
Gorsuch (1983) and Hatcher (1994) suggest a minimum subject-to-variable ratio of 5:1 for Exploratory Factor Analysis, with higher ratios being preferable In this study, with 30 variables and a sample size of 258, the ratio stands at over 8:1 Comfrey and Lee (1992) provide a general scale for evaluating sample size suitability: 50 is very poor, 100 is poor, 200 is fair, and 300 is good Consequently, a sample size of 258 is deemed suitable for this research.
This study employs convenience sampling due to constraints in time, budget, and human resources This method allows researchers to select subjects based on ease of access, ensuring that they can readily engage with the participants.
Moreover, the population in this study is unknown, so Convenience Sampling is the most feasible.
Pilot test
The data gathering stage of the research process begins with pilot testing, which serves as a trial run for the techniques and instruments intended for use This process helps identify weaknesses in design and instrumentation while providing proxy data for selecting a probability sample According to Cavana et al (2001), it is essential to pilot a questionnaire with a reasonable sample from the target population In this study, a pilot test was conducted with a sample of 20 individuals to assess the clarity and meaningfulness of the questions Participants were informed about the purpose of the questionnaire and assured of their anonymity prior to responding.
The questionnaire features clear and straightforward wording, ensuring that customers can easily understand and respond without confusion Its multiple-choice format enhances convenience and minimizes the time required for completion, effectively encouraging respondents to participate As a result, the questionnaire meets the necessary standards for quality, allowing progression to the next stage of the research.
Data collection
The survey targets Trung Nguyen Coffee customers in Ho Chi Minh City, utilizing both printed and online questionnaires to gather responses Initially, printed questionnaires are distributed directly to respondents and collected immediately after completion Additionally, an online version, identical in structure to the printed form, is sent via email To enhance reach, a snowball sampling technique is employed, where initial respondents, including friends and family, are encouraged to share the questionnaire within their social networks.
The questionnaires were sent to total number of about 300 people, and collection of data was conducted in two weeks
The research is mainly conducted at four office building Saigon Trade Center, Saigon Center, Bitexco Financial Tower, Centec Tower in Hochiminh City
The sources of secondary data are from published articles, books, research papers, web pages and online newspapers, etc.
Data analysis
Data analysis involves summarizing and organizing raw data through a series of interrelated procedures This process utilizes statistical methods to interpret and represent data effectively Numerous software options are available for conducting business analysis, with the Statistical Package for the Social Sciences (SPSS) being a prominent choice in this research.
SPSS 20.0 is an ideal statistical software for beginners in quantitative business research due to its user-friendly interface, making it a great starting point for learning advanced statistical packages (Harvard-MIT Data Center, 2009) The survey data was analyzed using various statistical techniques.
Descriptive statistics is the process of converting raw data into a structured format that offers insights into various factors within a given situation It encompasses the calculation of frequencies, measures of central tendency, and dispersion, providing a comprehensive overview of the data set.
Reliability testing is crucial in research, with Cronbach's alpha serving as a key reliability coefficient that measures the positive correlation among items in a set, as noted by Cavana et al (2001) This coefficient ranges from 0 to 1, with Bryman and Cramer (1990) suggesting that a value of 0.8 or higher is desirable However, Nunnally (1978) indicates that a value of 0.6 and above is acceptable, particularly for preliminary studies.
Factor analysis is a statistical method that evaluates how respondents answer opinion items, allowing researchers to group related items into specific factors or clusters (Cavana et al., 2001) This dimensionality reduction technique is applied in this study to identify key factors that influence customer-based brand equity.
Regression analysis evaluates the impact of multiple independent variables on a dependent variable measured on an interval scale This method helps quantify how much of the variance in brand equity can be attributed to various dimensions of brand equity from the customer's viewpoint.
DATA ANALYSIS & DISCUSSIONS
Respondent demographic profile
Demographic questions offer insights into the perceptions and evaluations of Trung Nguyen Coffee's customers, summarizing key data into categories like gender, age, profession, and income This analysis identifies the potential customer segments for Trung Nguyen Coffee, highlighting important trends and characteristics within the consumer base.
Moreover, based on this information, the research also compares the different opinions between subgroups
300 questionnaire surveys were delivered to respondents in Ho Chi Minh City
Among 300 surveys, there were 238 surveys got back and valid After the process of editing data, a total of 238 valid questionnaire surveys were collected and analyzed by SPSS software
Table 4.1 illustrates the distribution of respondents in the questionnaire survey, revealing that 41.6% were male and 58.4% were female.
According to table 4.1 also, there have 9.24% of respondents are below 20 years old, 77.73% within 21-35 years old, 11.77% who around 36-50 years old and 1.26% who are above 50
The majority of respondents in this study are officers, comprising 50.84% of the sample, indicating a strong representation of this occupational group Additionally, 38.24% of participants are workers, reflecting a significant employment rate among the surveyed population In contrast, students represent only 1.26%, and there are no Trung Nguyen Coffee customers categorized as "other," which accounts for 9.66% Given that Trung Nguyen Coffee targets middle-class consumers, particularly officers and workers, the sample effectively represents the broader population of this study.
The income distribution of Trung Nguyen Coffee's customers reveals distinct segments, with 43.28% of respondents, primarily office workers, earning between 10 million and 20 million VND monthly Conversely, only 13.44% belong to the lowest income bracket of less than 5 million VND Additionally, 27.31% of customers fall within the 5 million to 10 million VND income range.
Most of people from this group are workers Finally, there is about 15.97% of customers in this research has the income of more than 20 million VND
4.1.2 Central tendencies measurement of construct
Descriptive statistics provide a quantitative summary of the characteristics and features of collected data variables As shown in Table 4.2, the minimum and maximum scores for each factor, along with the mean and standard deviation, confirm the proper administration of these factors, with no invalid responses recorded The mean serves to estimate the central tendency of the distribution, while the standard deviation measures the spread of the data A low standard deviation indicates that data points are closely clustered around the mean, whereas a high standard deviation signifies a wider dispersion of data.
N Minimum Maximum Mean Std Deviation
The brand awareness (BAW) aims to measure the strength of the presence of Trung Nguyen Coffee brand in customers‟ minds
The brand association (BAS) measures the meaning of the brand for consumers
The perceived quality (PQU) dimension assesses customer perceptions and satisfaction regarding the overall quality of Trung Nguyen Coffee Brand loyalty (BLO) evaluates customers' commitment to future purchases or patronage of the brand Additionally, brand equity (BEQ) reflects the value customers associate with Trung Nguyen Coffee, measured through a 1 to 5 agreement scale on various statements.
“strongly disagree” to “strongly agree”
4.2 Evaluation and refinement of measurement scale
Zikmund (2003) defines reliability as the degree to which measures are free from errors, as a consequence, yield consistent result
The reliability analysis conducted using SPSS software assesses the independent variables of brand awareness, brand association, perceived quality, and brand loyalty, in relation to the dependent variable of brand equity.
The Cronbach‟s Alphas were computed to modify the internal reliability of measuring instruments For this research, reliability test includes 238 respondents
As the following information, the research will clarify more specific about Cronbach‟s Alpha for the actual test
Brand awareness demonstrates a strong internal consistency, as indicated by a Cronbach's alpha of 0.809, surpassing the acceptable threshold of 0.6 This high reliability score confirms the coherence among the four factor items within this dimension, highlighting their close interrelation.
Removing items does not enhance the value of Cronbach's alpha, indicating that the scale is effectively designed and reliably measures the dimension of brand awareness.
Brand association Table 4.3 also explains that the Cronbach‟s alpha for brand association is 0.876 which is greater than 0.6, means brand association has the high category of reliability
Removing items from the scale will not enhance Cronbach's alpha, confirming that the scale is effectively designed and accurately represents the dimension of brand awareness.
The Cronbach's alpha for brand awareness is 0.915, indicating a high level of internal consistency within the measurement set, as shown in Table 4.3 This reliability test confirms that the four factor items in this dimension are closely related to one another.
The component "PQU2" exhibits the lowest corrected item-total correlation, and the overall scale's Cronbach's Alpha is 0.915 Removing "PQU2" would slightly enhance the overall reliability, increasing the Cronbach's Alpha to 0.924.
“PQU2”, value of the new Cronbach‟s alpha will be 0.924
Brand loyalty Table 4.3 explains that the Cronbach‟s alpha for brand loyalty is 0.880 which is greater than 0.6; that means brand loyalty has the high category of reliability
The fact that deleting any item does not enhance the current value of Cronbach's alpha indicates that the scale is well-constructed, demonstrating that the factor items effectively represent and measure brand loyalty.
Table 4.3 indicates that the Cronbach's alpha for brand equity is 0.877, exceeding the threshold of 0.6, which signifies a high level of reliability; consequently, no items were removed from the scale.
This study aimed to assess the impact of customer-based brand equity dimensions on Trung Nguyen Coffee's brand equity in Vietnam Utilizing responses from 238 participants in Ho Chi Minh City, a factor analysis was performed to condense 25 survey items into a smaller set of factors that encapsulate the core information of the variables Given the extensive correlations among the variables, summarizing these patterns through inspection alone proved challenging To ensure the data's suitability for factor analysis, the strength among items was evaluated using the Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy and Bartlett's Test of Sphericity.
Hypothesis testing
The multiple regression analysis was applied to determine the significant relationships between independent variables and dependent variable
The R square value of 0.271 indicates that the independent variables—perceived quality, brand loyalty, and brand association—explain only 27.1% of the variation in brand equity, leaving 72.9% unexplained This suggests that additional variables, not addressed in this study, may play a significant role in influencing brand equity.
Std Error of the Estimate
The analysis reveals that the model demonstrates statistical significance, as indicated by an ANOVA significance value of 0.000 (p < 0.05) This confirms that the model is robust in predicting Brand Equity (BEQ) Furthermore, the Coefficients table highlights that the independent variables—Perceived Quality (PQU), Brand Loyalty (BLO), and Brand Association (BAS)—each have significant values below 0.05, indicating their substantial contributions to predicting Brand Equity.
To effectively compare independent variables, we analyze the Beta under Standardized Coefficients, which standardizes each variable for easier comparison The highest beta coefficient is 0.407 for Perceived Quality (PQU), indicating it has the most significant impact on brand equity (BE) when controlling for other variables This value surpasses that of Brand Loyalty (BLO) at 0.244 and Brand Association (BAS) at 0.214, highlighting the critical role of perceived quality in influencing brand equity.
While the impact of these two variables is significantly lower than that of perceived quality, their substantial beta values indicate that they still play a meaningful role in explaining the dependent variable.
The positive influence of the three independent variables—PQU, BLO, and BAS—supports the hypotheses H4, H3, and H2, indicating strong relationships between these variables and Brand Equity (BE).
Table 4.9: The hypotheses testing result
Brand association has a positive effect on brand equity Support Brand loyalty has a positive effect on brand equity Support Perceived quality has a positive effect on brand equity Support
Figure 4.5: Final model of the study
In conclusion, the findings show that there is a positive and significant linear relationship between three independent variables and dependent variables (brand equity)
Perceived quality, brand loyalty, and brand association significantly contribute to brand equity, with perceived quality being the most influential factor This variable plays a crucial role in explaining brand equity, surpassing both brand loyalty and brand association in importance Conversely, brand association has the least impact on brand equity, highlighting the dominance of perceived quality in measuring a brand's overall value.
Discussion
Statistical analysis has demonstrated significant positive effects of perceived quality, brand loyalty, and brand association on Trung Nguyen Coffee's brand equity as perceived by customers In contrast, brand awareness was found to have minimal impact and has been excluded from consideration.
The Aaker brand equity model (1991) has been adapted for a study in Ho Chi Minh City, Vietnam, focusing on three key components: Brand Loyalty, Brand Association, and Perceived Quality, comprising 19 items in total Each component significantly influences the brand equity of Trung Nguyen Coffee in the city, with statistical findings indicating that Perceived Quality exerts the greatest impact on overall brand equity.
Statistical analysis indicates that Trung Nguyen Coffee customers generally hold a positive view of the brand's equity However, there is a need for improvement in Trung Nguyen Coffee's brand equity to maximize its benefits To enhance customer appreciation for the Trung Nguyen Coffee brand, it is crucial to focus on three key dimensions: perceived quality, brand loyalty, and brand association, as these significantly influence brand equity.
CONCLUSIONS & RECOMMENDATION
Conclusion
Brand equity is a vital concept in both brand management and business practices, encompassing four key dimensions: brand awareness, brand associations, brand loyalty, and perceived quality Measuring brand equity from the consumer's perspective provides valuable insights for developing effective marketing strategies and aids managerial decision-making Understanding the current level of brand equity enables brand marketers and managers to differentiate themselves from competitors, thereby gaining a competitive advantage In the highly competitive coffee market of Ho Chi Minh City, brand equity significantly influences a firm's development and success.
This study demonstrates that brand loyalty, brand association, and perceived quality significantly enhance brand equity, with perceived quality being the most crucial focus for Trung Nguyen Coffee It is essential for the company's management to prioritize these elements, as they are vital for building brand equity in a competitive roasted coffee market A strong, unique brand image is necessary to encourage customer loyalty and repeat purchases To achieve this, Trung Nguyen Coffee should not only improve service and product quality but also implement effective marketing strategies such as celebrity endorsements, event sponsorships, diverse media advertising, and price promotions to strengthen brand image and foster brand loyalty.
Recommendation
To enhance the brand equity of Trung Nguyen Coffee, it is essential to focus on three key dimensions: brand loyalty, brand association, and perceived quality These elements collectively form the foundation of brand equity, determining the added value attributed to the brand Strengthening the perceived quality, fostering brand loyalty, and enhancing brand associations will significantly contribute to the overall brand equity of Trung Nguyen Coffee.
The study proposed some ideas based on three contributing components in the order of priority following as perceived quality, brand loyalty, and brand association respectively
This study highlights that perceived quality significantly contributes to brand equity, particularly for Trung Nguyen Coffee Customer perceptions regarding the quality of products, services, and employee attitudes play a crucial role in enhancing customer satisfaction Therefore, Trung Nguyen Coffee must recognize the importance of quality in shaping brand equity, as it directly influences customer satisfaction levels Ultimately, perceived quality emerges as a key component in the success of Vietnam's coffee brands, with Trung Nguyen Coffee serving as a prime example.
Despite positive customer evaluations of quality, the brand must develop targeted strategies to enhance product, service, and employee quality Implementing monthly assessments will help identify key areas for improvement and determine which factors are most critical to maintaining brand quality.
An evaluation of customer feedback reveals that Trung Nguyen Coffee is well-regarded for its overall quality However, competing coffee brands in Ho Chi Minh City also offer appealing products To enhance its competitive edge, Trung Nguyen Coffee should focus on developing unique and high-quality flavors, as well as improving product design and presentation.
The rapid growth of coffee brands in Ho Chi Minh City, particularly Trung Nguyen Coffee, highlights the need for a deeper understanding of Vietnamese consumers' coffee preferences To effectively meet customer demands, Trung Nguyen Coffee should conduct research on local tastes, ensuring they provide the best products tailored to their audience Additionally, by blending foreign coffee flavors with traditional Vietnamese tastes, Trung Nguyen can appeal to a broader customer base.
Trung Nguyen Coffee must meticulously verify the quality of raw materials used in its coffee beverages, ensuring that every step of the roasting, grinding, and production process is conducted with precision before reaching customers Rigorous safety checks on all food products are essential to maintain high standards and ensure consumer safety.
Trung Nguyen Coffee should invest in modern processing equipment and enhance their coffee shops with luxurious interiors that reflect the brand's prestige This approach will create an inviting atmosphere for customers, ensuring they enjoy a premium coffee experience at Trung Nguyen locations.
Trung Nguyen Coffee should prioritize employee training in food safety to guarantee the provision of safe food and beverages for consumers Management must stay informed about relevant food inspection laws and enforce policies that comply with these regulations, including the completion of daily production and quality reports Additionally, it is essential to enhance employee professionalism and courtesy through regular short training programs that equip staff with valuable customer service skills.
Brand loyalty reflects customers' commitment to Trung Nguyen Coffee, influencing their likelihood to repurchase and recommend the brand to others Understanding this aspect is crucial for fostering a dedicated customer base and ensuring long-term success.
To enhance brand loyalty, Trung Nguyen Coffee can collaborate with complementary industries targeting the same customer base, utilizing promotions and price discounts to draw in new customers Furthermore, establishing long-term relationships through member cards that offer exclusive deals, alongside maintaining high-quality products and excellent service, will solidify customer loyalty and satisfaction.
For sustainable growth, Trung Nguyen Coffee should implement loyalty programs integrated with their e-commerce system By providing varied pricing and promotions tailored to individual members at different times, the company can enhance customer loyalty while simultaneously increasing profitability.
Building a brand loyal customer profile is essential for success in the coffee market To achieve this, it’s important to create a unique environment where physical elements, service delivery, and employee interactions are harmoniously balanced Employee politeness and timely service significantly enhance customer loyalty, as customer perceptions are largely shaped by employee behavior and attitudes Therefore, Trung Nguyen Coffee should prioritize and develop robust human resource policies focused on recruitment, selection, and training to foster a loyal customer base.
Trung Nguyen can enhance customer loyalty by implementing reward programs that engage and incentivize their audience This can include sharing exclusive coupons on social media, sending special promotion codes via email to customers who reach a spending threshold, organizing giveaways for repeat customers, celebrating occasions like "Coffee Day," and offering complimentary reports to subscribers.
Trung Nguyen Coffee can leverage its loyal customer base to enhance brand visibility and attract new clientele By implementing brand loyalty incentives, such as gift cards for referrals, Trung Nguyen encourages satisfied customers to share their positive experiences with friends and family This strategy not only fosters a sense of community but also helps the brand build a strong reputation, ultimately driving customer acquisition and retention.
The brand association of Trung Nguyen Coffee reflects its strong brand equity, significantly influencing customer perceptions of the brand's quality.
Limitation and future research
There are several limitations on this research study which require further examination and additional research in the future
The study's sample size, limited to Trung Nguyen Coffee customers in Ho Chi Minh City, poses a significant limitation, as only 238 surveys were distributed due to time and resource constraints, preventing a comprehensive representation of employee opinions This narrow focus may not accurately reflect the views of all employees across Vietnam To enhance the reliability and accuracy of future research, it is recommended to expand the survey to include multiple locations and a larger sample size, targeting various companies in different provinces and cities throughout the country to gather more representative data.
The study faced challenges with survey participation, resulting in only 250 completed questionnaires, of which 238 were valid out of 300 distributed Limitations in the survey design led to potential biases and inaccuracies, as some respondents found the questions confusing and had varying interpretations of the Likert scale To address these issues, future research should consider using in-depth interviews to mitigate bias and enhance result accuracy Understanding respondents' perspectives will facilitate smoother interview processes and yield more reliable data.
When transferring data into SPSS software, issues may arise due to respondents not taking the questions seriously, potentially leading to unclear relationships between dependent and independent variables.
While there are some limitations in the study, they do not significantly impact its overall operation These limitations can serve as valuable resources for future research aimed at gaining a deeper understanding of brand equity and its various dimensions.
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As a Master's student at the International School of Business, I am conducting research on "Building Customer-Based Brand Equity for Vietnam's Coffee Industry," using Trung Nguyen Coffee as a case study This survey aims to gather insights on customer perceptions of the Trung Nguyen Coffee brand I kindly request your participation in answering the following questions, as your feedback is crucial to my research Please remember that there are no right or wrong answers; every response is valuable.
☐ Over 10 million to 20 million VND
5 Have you ever tried Trung Nguyen Coffee?
☐ Yes (Continue with Part II)
PART II CUSTOMER BASED BRAND EQUITY
Please indicate the extent of your agreement or disagreement with each of the following statements based on a scale from 1 to 5, with the convention:
(1) strongly disagree, (2) disagree, (3) neither agree or disagree, (4) agree, (5) strongly agree
Strongly disagree Disagree Neither disagree or agree Agree Strongly agree
Trung Nguyen Coffee is a prestige brand for high quality and services 1 2 3 4 5
Trung Nguyen Coffee stands out as the premier brand in Vietnam's premium roasted coffee market Despite the presence of other brands offering similar products and styles, Trung Nguyen Coffee remains my top choice for quality and flavor.
If there is another coffee brand as good as Trung Nguyen Coffee, I prefer to buy Trung Nguyen Coffee
Strongly disagree Disagree Neither disagree or agree Agree Strongly agree
Trung Nguyen Coffee is a premium coffee 1 2 3 4 5
Strongly disagree Disagree Neither disagree or agree Agree Strongly agree
I can quickly recognize Trung Nguyen Coffee among other competing brands 1 2 3 4 5
Some characteristics of Trung Nguyen Coffee come to my mind quickly 1 2 3 4 5
I know what Trung Nguyen coffee and its logo look like 1 2 3 4 5 When refer to premium roasted coffee, I think of Trung
Trung Nguyen Coffee has a unique brand image compare with other coffee brands 1 2 3 4 5
I like and trust the company, which makes
I am impressed with Trung Nguyen Coffee‟s customers for the same interest of using Trung Nguyen Coffee
I‟d like to be associated with Trung Nguyen because I like its style 1 2 3 4 5
I‟d like to be associated with Trung Nguyen Coffee because I like its advertisement 1 2 3 4 5
Strongly disagree Disagree Neither disagree or agree Agree Strongly agree
Trung Nguyen‟s products have very good tastes 1 2 3 4 5 Trung Nguyen‟s products are very well designed and decorated 1 2 3 4 5
Trung Nguyen‟s employees work quickly and neatly 1 2 3 4 5
Trung Nguyen‟s employees are courteous and professional 1 2 3 4 5
Strongly disagree Disagree Neither disagree or agree Agree Strongly agree
Trung Nguyen Coffee is always my first choice 1 2 3 4 5
I consider myself to be loyal to Trung
I will go to other brands of coffee if Trung Nguyen Coffee has no seats for available 1 2 3 4 5
I will say good things and recommend it for my friends and my relatives 1 2 3 4 5
I will go to Trung Nguyen Coffee more often 1 2 3 4 5
Trung Nguyen Coffee shops have nice and reasonable decoration and interior design 1 2 3 4 5 Trung Nguyen Coffee shops have good and modern facilities 1 2 3 4 5
Trung Nguyen Coffee shops have relaxed and friendly atmosphere 1 2 3 4 5
Trung Nguyen Coffee is very good value for money 1 2 3 4 5
I highly appreciate Trung Nguyen Coffee for its quality 1 2 3 4 5
I will use other variety coffee products of
THANK YOU VERY MUCH FOR YOUR TIME AND EFFORT IN COMPLETING THE
Kính chào Anh/Chị, tôi là học viên cao học tại viện đào tạo quốc tế ISB – ĐH Kinh Tế TP HCM, hiện đang thực hiện đề tài nghiên cứu về “Xây dựng giá trị thương hiệu cà phê Việt Nam dựa trên khách hàng”, với đại diện là cà phê Trung Nguyên Cuộc khảo sát này nhằm tìm hiểu nhận thức của người dùng về thương hiệu cà phê Tôi rất mong Anh/Chị có thể chia sẻ cảm nhận và suy nghĩ của mình về thương hiệu Trung Nguyên Coffee Các câu trả lời của Anh/Chị không có đúng hay sai, mà đều là những đóng góp quý giá cho nghiên cứu Sự trả lời khách quan của Anh/Chị sẽ góp phần quyết định sự thành công của đề tài, vì vậy tôi rất mong Anh/Chị dành thời gian để trả lời từng câu hỏi theo quan điểm cá nhân Tất cả thông tin sẽ được giữ kín và chỉ công bố kết quả tổng hợp.
PHẦN I THÔNG TIN CHUNG VỀ KHÁCH HÀNG
4 Thu nhập hàng tháng của bạn:
☐ Từ 5 đến dưới 10 triệu đồng
5 Bạn đã đến Trung Nguyen Coffee chƣa?
☐ C (tiếp tục câu hỏi ở phần 2)
☐ Không (vui lòng dừng lại)
PHẦN 2: GIÁ TRỊ THƯƠNG HIỆU DỰA VÀO KHÁCH HÀNG
Xin vui lòng cho biết mức độ đồng ý của bạn đối với các phát biểu sau đây bằng cách sử dụng thang điểm từ 1 đến 5, trong đó (1) là hoàn toàn không đồng ý, (2) là không đồng ý, (3) là trung lập, (4) là đồng ý và (5) là hoàn toàn đồng ý.
1 Cảm nhận và thái độ của anh / chị đối với thương hiệu Trung Nguyen Coffee anh chị về thương hiệu Trung Nguyen Coffee
Hoàn toàn không đồng ý Không đồng ý Trung lập Đồng ý Hoàn toàn đồng ý
Tôi thích thương hiệu Trung Nguyen Coffee 1 2 3 4 5
2 Mức độ nhận biết của
Hoàn toàn không đồng ý Không đồng ý Trung lập Đồng ý Hoàn toàn đồng ý
Tôi c thể nhanh ch ng nhận biết được Trung Nguyen Coffee gi a các thương hiệu cà phê khác
Tôi c thể nghĩ ngay đến một vài đặc điểm riêng biệt của Trung Nguyen Coffee khi nhắc đến thương hiệu này
Trung Nguyen Coffee là một thương hiệu uy tín về chất lượng và dịch vụ 1 2 3 4 5
Trung Nguyen Coffee là thương hiệu hàng đầu trong thị trường cà phê rang xay cao cấp ở Việt Nam
Nếu c một thương hiệu cà phê c các sản phẩm, phong cách và các đặc điểm khác giống như Trung Nguyen Coffee, tôi vẫn thích chọn Trung Nguyen Coffee hơn
Nếu c một thương hiệu cà phê khác ngon như Trung Nguyen Coffee tôi vẫn thích chọn Trung Nguyen Coffee hơn
Trung Nguyên Coffee là thương hiệu cà phê rang xay cao cấp nổi bật, với logo dễ nhận diện Khi nghĩ đến cà phê chất lượng, Trung Nguyên Coffee luôn là lựa chọn hàng đầu của tôi.
3 Mức độ liên tưởng của anh chị về thương hiệu Trung Nguyen Coffee
Hoàn toàn không đồng ý Không đồng ý Trung lập Đồng ý Hoàn toàn đồng ý
Trung Nguyen Coffee là thương hiệu cà phê cao cấp
Trung Nguyen Coffee c hình ảnh thương hiệu độc đáo so với nh ng thương hiệu cà phê khác
Tôi yêu thích và tin tưởng công ty đã tạo nên Trung Nguyen Coffee
Tôi c ấn tượng tốt với khách hàng của Trung Nguyen Coffee vì c cùng sở thích uống Trung Nguyen Coffee
Tôi muốn là khách hàng của Trung Nguyen Coffee vì tôi thích phong cách của thương hiệu này
1 2 3 4 5 vì tôi thích quảng cáo của thương hiệu này
4 Cảm nhận của anh/chị về chất lượng thương hiệu Trung Nguyen Coffee
Hoàn toàn không đồng ý Không đồng ý Trung lập Đồng ý Hoàn toàn đồng ý
Các sản phẩm của Trung Nguyen Coffee c hương vị rất ngon
Trung Nguyen Coffee c sản phẩm phong ph , được thiết kế bao bì và trang trí đẹp mắt
Nhân viên Trung Nguyen Coffee có tác phong nhanh ch ng và gọn gàng 1 2 3 4 5
Nhân viên Trung Nguyen Coffee rất chuyên nghiệp và lịch sự
Các cửa hàng cà phê của Trung Nguyen Coffee được thiết kế với nội thất đẹp mắt và hợp lý, mang đến không gian thoải mái cho khách hàng Bên cạnh đó, cơ sở vật chất tại các cửa hàng cũng rất hiện đại, đáp ứng nhu cầu của thực khách.
Các cửa hàng cà phê của Trung Nguyen Coffee c 1 2 3 4 5 không khí thư giãn và thân thiện
Chất lượng của Trung Nguyen Coffee thì rất đáng đồng tiền
Tôi đánh giá cao thương hiệu Trung Nguyen Coffee vì chất lượng
5 Niềm tin của anh/chị với thương hiệu Trung Nguyen Coffee
Hoàn toàn không đồng ý Không đồng ý Trung lập Đồng ý Hoàn toàn đồng ý
Thương hiệu Trung Nguyen Coffee luôn là sự lựa chọn đầu tiên của tôi 1 2 3 4 5 Tôi là khách hàng trung thành của
Tôi s đến các cửa hiệu cà phê khác, nếu ở Trung Nguyen Coffee đ ng cửa hoặc không còn chỗ
Tôi s n i tốt và giới thiệu Trung Nguyen Coffee đến bạn bè và người thân
Tôi s đến Trung Nguyen Coffee thường xuyên hơn
Tôi s sử dụng nhiều sản phẩm khác của Trung Nguyen Coffee 1 2 3 4 5
CẢM ƠN BẠN ĐÃ HOÀN THÀNH BẢNG CÂU HỎI NÀY
Factor analysis for independent factors – Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization a Rotation converged in 6 iterations
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization a Rotation converged in 5 iterations
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization a Rotation converged in 5 iterations
Total Variance Explained (Final Round)
Extraction Sums of Squared Loadings
Extraction Method: Principal Component Analysis
Factor analysis for dependent factor – Brand Equity
Kaiser-Meyer-Olkin Measure of Sampling Adequacy
Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance
Extraction Method: Principal Component Analysis
Extraction Method: Principal Component Analysis a 1 components extracted
Cronbach's Alpha Based on Standardized
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Cronbach's Alpha Based on Standardized Items
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Cronbach's Alpha Based on Standardized Items
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Cronbach's Alpha Based on Standardized
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
ID Gender Age Occupatio n Income
Use Trung Nguyen Coffee or not?
BAW1 BAW2 BAW3 BAW4 BAS1 BAS2 BAS3
ID Gender Age Occupatio n Income
Use Trung Nguyen Coffee or not?
BAW1 BAW2 BAW3 BAW4 BAS1 BAS2 BAS3
ID Gender Age Occupatio n Income
Use Trung Nguyen Coffee or not?
BAW1 BAW2 BAW3 BAW4 BAS1 BAS2 BAS3
ID Gender Age Occupatio n Income
Use Trung Nguyen Coffee or not?
BAW1 BAW2 BAW3 BAW4 BAS1 BAS2 BAS3
ID Gender Age Occupatio n Income
Use Trung Nguyen Coffee or not?
BAW1 BAW2 BAW3 BAW4 BAS1 BAS2 BAS3
ID Gender Age Occupatio n Income
Use Trung Nguyen Coffee or not?
BAW1 BAW2 BAW3 BAW4 BAS1 BAS2 BAS3
ID Gender Age Occupatio n Income
Use Trung Nguyen Coffee or not?
BAW1 BAW2 BAW3 BAW4 BAS1 BAS2 BAS3
ID Gender Age Occupatio n Income
Use Trung Nguyen Coffee or not?
BAW1 BAW2 BAW3 BAW4 BAS1 BAS2 BAS3
ID Gender Age Occupatio n Income
Use Trung Nguyen Coffee or not?
BAW1 BAW2 BAW3 BAW4 BAS1 BAS2 BAS3
ID Gender Age Occupatio n Income
Use Trung Nguyen Coffee or not?
BAW1 BAW2 BAW3 BAW4 BAS1 BAS2 BAS3
ID Gender Age Occupatio n Income
Use Trung Nguyen Coffee or not?
BAW1 BAW2 BAW3 BAW4 BAS1 BAS2 BAS3
ID BAS4 BAS5 BAS6 PQU1 PQU2 PQU3 PQU4 PQU5 PQU6 PQU7 PQU8 PQU9
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ID BAS4 BAS5 BAS6 PQU1 PQU2 PQU3 PQU4 PQU5 PQU6 PQU7 PQU8 PQU9
ID BAS4 BAS5 BAS6 PQU1 PQU2 PQU3 PQU4 PQU5 PQU6 PQU7 PQU8 PQU9
ID BAS4 BAS5 BAS6 PQU1 PQU2 PQU3 PQU4 PQU5 PQU6 PQU7 PQU8 PQU9
ID BAS4 BAS5 BAS6 PQU1 PQU2 PQU3 PQU4 PQU5 PQU6 PQU7 PQU8 PQU9
ID BAS4 BAS5 BAS6 PQU1 PQU2 PQU3 PQU4 PQU5 PQU6 PQU7 PQU8 PQU9
ID BAS4 BAS5 BAS6 PQU1 PQU2 PQU3 PQU4 PQU5 PQU6 PQU7 PQU8 PQU9
ID BAS4 BAS5 BAS6 PQU1 PQU2 PQU3 PQU4 PQU5 PQU6 PQU7 PQU8 PQU9
ID BLO1 BLO2 BLO3 BLO4 BLO5 BLO6 BEQ1 BEQ2 BEQ3 BEQ4 BEQ5
ID BLO1 BLO2 BLO3 BLO4 BLO5 BLO6 BEQ1 BEQ2 BEQ3 BEQ4 BEQ5
ID BLO1 BLO2 BLO3 BLO4 BLO5 BLO6 BEQ1 BEQ2 BEQ3 BEQ4 BEQ5
ID BLO1 BLO2 BLO3 BLO4 BLO5 BLO6 BEQ1 BEQ2 BEQ3 BEQ4 BEQ5
ID BLO1 BLO2 BLO3 BLO4 BLO5 BLO6 BEQ1 BEQ2 BEQ3 BEQ4 BEQ5
ID BLO1 BLO2 BLO3 BLO4 BLO5 BLO6 BEQ1 BEQ2 BEQ3 BEQ4 BEQ5
ID BLO1 BLO2 BLO3 BLO4 BLO5 BLO6 BEQ1 BEQ2 BEQ3 BEQ4 BEQ5
ID BLO1 BLO2 BLO3 BLO4 BLO5 BLO6 BEQ1 BEQ2 BEQ3 BEQ4 BEQ5
ID BLO1 BLO2 BLO3 BLO4 BLO5 BLO6 BEQ1 BEQ2 BEQ3 BEQ4 BEQ5
