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MINISTRY OF EDUCATION AND TRANNING UNIVERSITY OF ECONOMICS HO CHI MINH CITY NGUYỄN VĂN THANH THE EFFECT OF COUNTRY OF ORIGIN ON BRAND EQUITY AN EMPIRICAL STUDY OF CHICKEN EGGS MASTER THESIS OF BUSINES[.]
MINISTRY OF EDUCATION AND TRANNING UNIVERSITY OF ECONOMICS HO CHI MINH CITY - NGUYỄN VĂN THANH THE EFFECT OF COUNTRY OF ORIGIN ON BRAND EQUITY: AN EMPIRICAL STUDY OF CHICKEN EGGS MASTER THESIS OF BUSINESS ADMINISTRATION HO CHI MINH CITY - 2012 123doc MINISTRY OF EDUCATION AND TRANNING UNIVERSITY OF ECONOMICS HO CHI MINH CITY - NGUYỄN VĂN THANH THE EFFECT OF COUNTRY OF ORIGIN ON BRAND EQUITY: AN EMPIRICAL STUDY OF CHICKEN EGGS Subject: Master of Business Administration Code: 60.34.01.02 MASTER THESIS OF BUSINESS ADMINISTRATION SUPERVISOR: Assoc Prof Dr NGUYỄN ĐÌNH THỌ HO CHI MINH CITY - 2012 123doc I ACKNOWLEDGEMENT To complete this thesis, a lot of efforts have been put in during the whole MBA course for three years Therefore, I would like to give my warmest thanks to: Respectful lecturers of University of Economics Ho Chi Minh City, who are enthusiastic in every minute in the class to provide me a huge useful knowledge which helps me understanding better about economy, especially Dr Nguyễn Đình Thọ, who has consulted and instructed me the main contents like research model, hypotheses and other relevant matters of this thesis Friendly classmates of eMBA course 19, University of Economics Ho Chi Minh City for helping, coordinating with me during the course, especially for always making class in relaxible and funny atmosphere to absorb new knowledge from the lectures The most special classmate – Mrs Phạm Võ Thanh Điệp who has married with me and given many useful discussion and advices during implementing this thesis Lastly, the author acknowledges that nothing is perfect so the mistakes and errors could not be avoided although the author already tried the best Therefore, the author is looking forward to any constructive comments and advices from respectful lectures and friends in order to amend the thesis Nguyễn Văn Thanh Ho Chi Minh, 16th October, 2012 123doc II COMMITMENT I would like to commit that this thesis, “The effect of country of origin on brand equity: an empirical study of chicken eggs”, was completed based on my independent and serious effort and scientific researches The data was collected in reality Nguyễn Văn Thanh 123doc III LIST OF CONTENTS ACKNOWLEDGEMENT I COMMITMENT II LIST OF CONTENTS III LIST OF ABRREVIATION VI LIST OF TABLE VII LIST OF FIGURE VIII ABSTRACT CHAPTER 1: INTRODUCTION 1.1 Introduction 1.2 Research background 1.2.1 General background 1.2.2 Vietnamese background 1.3 Problem statement 1.4 Research questions 1.5 Research objective 1.6 Scope and Methodology of the study 1.6.1 Scope of the study 1.6.2 Methodology of the study 1.7 Structure of the study CHAPTER 2: LITERATURE REVIEW 2.1 Introduction 2.2 Country of Origin 2.2.1 Definitions 2.2.2 The effect of country of origin on buyer evaluations to products 2.3 Brand, brand equity and its components 11 2.3.1 Brand 11 2.3.2 Brand equity and its dimensions 12 2.4 Research model, hypothesis and statements 15 123doc IV 2.4.1 Research model 15 2.4.2 Hypotheses 17 2.5 Summary 17 CHAPTER METHODOLOGY 18 3.1 Introduction 18 3.2 Research Design 18 3.2.1 Qualitative Research 18 3.2.2 Pilot test 19 3.2.3 Official quantitative Research 19 3.3 Sample Design 19 3.4 Methods of data analysis 21 3.4.1 Frequency 21 3.4.2 Cronbach’s Alpha 21 3.4.3 Exploratory Factor Analysis (EFA) 21 3.4.4 Linear Correlation Analysis 22 3.4.5 Simple Linear Regression (SLR) 22 3.5 Measurements 23 3.5.1 Measurements of country of origin (CI) 24 3.5.2 Measurements of brand distinctiveness (BD) 25 3.5.3 Measurements of brand equity (BE) 26 3.6 Research Process 27 3.7 Summary 28 CHAPTER DATA ANALYSIS AND FINDINGS 29 4.1 Introduction 29 4.2 Descriptions of sample 29 4.3 Assessment of scales 31 4.3.1 Reliability testing 31 4.3.2 Exploratory Factor Analysis (EFA) 33 4.4 Simple Regression Analysis 35 123doc V 4.4.1 Testing the correlations of constructs 36 4.4.2 Evaluating the fitness of the linear regression model with the sample data 37 4.4.3 Testing the fitness of the linear regression model with population 38 4.4.4 Testing the regression coefficient 40 4.5 Summary 43 CHAPTER CONCLUSIONS AND IMPLICATIONS 45 5.1 Introductions 45 5.2 Conclusions of the study 45 5.3 Implications of study 46 5.4 Limitations and recommendations 46 REFERECES 48 APPENDIX 1: CRONBACH’S ALPHA 52 APPENDIX 2: EFA RESULT 58 APPENDIX 3: TESTING THE ASSUMPTION OF REGRESSION 62 Appendix 3.1: Testing the assumption of regression for CI – BE 62 Appendix 3.2: Testing the assumption of regression for CI – BD 64 Appendix 3.3: Testing the assumption of regression for BD – BE 66 APPENDIX 4: REGRESSION ANALYSIS RESULT 68 Appendix 4.1: Dependent Variable CI and Independent Variable BE 68 Appendix 4.2: Dependent Variable CI and Independent Variable BD 69 Appendix 4.3: Dependent Variable BD and Independent Variable BE 70 APPENDIX 5: PEARSON COEFFICIENT 71 APPENDIX 6: QUESTIONNAIRE IN ENGLISH 72 APPENDIX 7: QUESTIONNAIRE IN VIETNAMESE 74 123doc VI LIST OF ABRREVIATION BD: Brand distinctiveness BE: Brand equity CI: Country of origin EFA: Exploratory factor analysis SLR: Simple linear regression 123doc VII LIST OF TABLE Table 3.1: Measurements of country of origin 25 Table 3.2: Measurements of brand distinctiveness 25 Table 3.3: Measurements of brand equity 26 Table 4.1: Sample descriptions 30 Table 4.2: Cronbach’s Alpha of reliability testing 32 Table 4.3: EFA results 35 Table 4.4: Person Correlations 37 Table 4.5: Model Summary 38 Table 4.6a: ANOVA (CI – BE) 39 Table 4.6b: ANOVA (CI - BD) 39 Table 4.6c: ANOVA (BD - BE) 39 Table 4.7: Regression coefficients (CI-BE) 40 Table 4.8: Regression coefficients (CI-BD) 41 Table 4.9: Regression coefficients (BD-BE) 41 Table 4.10: Results of testing the hypotheses 42 123doc VIII LIST OF FIGURE Figure 2.1 The Aaker’s brand equity model 13 Figure 2.2 Elements of brand awareness 14 Figure 2.3 The main types of brand associations 15 Figure 2.4 Research model s 16 Figure 3.1 Research process 27 Figure 4.1: The research model with detail of impacts 43 123doc ...MINISTRY OF EDUCATION AND TRANNING UNIVERSITY OF ECONOMICS HO CHI MINH CITY - NGUYỄN VĂN THANH THE EFFECT OF COUNTRY OF ORIGIN ON BRAND EQUITY: AN EMPIRICAL STUDY OF CHICKEN EGGS Subject:... the impact (direct and indirect) of country of origin to brand equity, specifically: The impact of country of origin to brand equity The mediating role of brand distinctiveness on the relationship... Methodology of the study 1.6.1 Scope of the study The study focuses on how consumers evaluate a chicken eggs brand name basing on the country of origin and brand distinctiveness To ensure the collected