72 factors affecting brand authenticity in f and b industry in vietnam – a case study of starbucks in ho chi minh city bachelor thesis of business adminstration 2023

THE STATE BANK OF VIETNAMHOCHIMINHBANKINGUNIV ERSITY ********** LEPHAMDANGKHOA FACTORSAFFECTINGBRANDAUTHENTICITYINF&BINDUSTRY INVIETNAM–A CASESTUDYOFSTARBUCKSINHO CHI MINHCITY BACHELOR’S THESISMAJOR:BUSINESSADMINISTRA TION CODE:52340101 HOCHI MINHCITY, 09/2021 THE STATE BANK OF VIETNAMHOCHIMINHBANKINGUNIV ERSITY ********** LEPHAMDANGKHOA FACTORSAFFECTINGBRANDAUTHENTICITYINF&BINDUSTRY INVIETNAM–A CASESTUDYOFSTARBUCKS INHO CHI MINHCITY BACHELOR’S THESISMAJOR:BUSINESSADMINISTRA TION HOCHI MINHCITY,2021 CODE: 52340101SUPERVISIOR:MR.TRANVA NDAT HOCHI MINHCITY,2021 ABSTRACT Themainpurposeofthisstudyistofindoutwhichfactorsaffectingbrandauthenticity in F&B industry by concentrating on Starbucks For this purpose, aconceptual modelwasdevelopedbasedonotherresearch models Thes t u d y h a d c o l l e c t e d d a t a b y c o n d u c t i n g 0 s u r v e y s o n l i n e i n H o C h i M i n h City The authoruse SPSS 20 software todo analysises have show the results thatUniqueness, Scarcity, Longitudinal Consistency, Longevity, Brand legitimacy andEmployee‟spassionare6factorsthathavepositiveinfluenceonbrandauthenticyofStarbuc ks ThisresultsstudycouldbeusedasareferenceforfurtherresearchandforEntrepreneurs, Marketing managers, or businessman to have a concept about thebrandauthenticitythereforemakeplanstobuildauthenticitytohaveamorecompetitiv eposition DECLARATION I declare that the thesis "Factors affecting brand authenticity in F&B industry inVietnam – A case study of Starbucks in Ho Chi Minh City" is the result of myresearch Except for the references to previous research papers mentioned in thethesis, the survey data and results of the thesis are genuine and have never beenpublished before ACKNOWLEDGEMENTS ThefirstpersonIwouldliketothankis Ph.D TranVanDatwhosupportedmedirectly.He hasgivenmelotsofvaluableadviceandsuggestionsformetocompletethethesis I would like to thank the teachers of the Facility of Business Administration TheygavemetheknowledgeandusefulexperienceduringthetimeIwaslearningattheuniversity I would like to thank my friends from HQ5 – GE11 for sharing, helping me duringmytimeatschool Ialsoexpressmyattitudetoallmyfriendswhohelpedmedirectlyorindirectly.Whoansw eredthesurveyformydatainthisthesis Finally,Iwouldliketo thank myfamily,relativesforencouragingme duringthisthesis TableofContents Chapter1 Overviewofthesis 1.1 Introduction 1.2 Aimofresearch 1.3 ResearchobjectandResearchcope 1.4 Methodology: 1.5 Researchstructure Chapter2 2.1 Literaturereview Authenticity 6 2.1.1 DefinitionofAuthenticity 2.1.2 Definitionsofdifferentperspectivesofauthenticity 2.2 Brandauthenticity 2.2.1 Definitionofbrand authenticity 2.2.2 Theconcept of brandauthenticity 2.3 Relatedresearch 10 2.4 Proposedmodel 13 2.4.1 OverviewStarbuckscase 13 2.4.2 Proposedmodel 14 RESEARCHMETHODOLOGY 19 Chapter3 3.1 Researchdesign 19 3.2 Researchmethodology 20 3.2.1 Qualitativemethod: 20 3.2.2 Quantitativemethod: 21 3.3 Adjustingmodel research 24 3.4 Buildingthescale 28 3.4.1 ScaleofUniqueness: 29 3.4.2 Scale ofScarcity 30 3.4.3 Scaleof Longevity 31 3.4.4 ScaleofLongitudinalConsistency 32 3.4.5 ScaleofBrandLegitimacy 33 3.4.6 ScaleofEmployee‟spassion 34 3.4.7 ScaleofBrandauthenticity 35 3.5 Dataprocessingmethods: 35 3.5.1 Cronbach'salpha analyzing: 35 3.5.2 EFAanalyzing: 36 3.5.3 Regressionand ANOVAanalyzing: 37 RESEARCH RESULT 39 Chapter4 4.1 Sampledescriptions 39 4.2 ReliabilitycoefficientsCronbach‟sAlpha 42 4.2.1 Uniqueness(UQ) 42 4.2.2 Scarcity(SC) 43 4.2.3 Longevity(LG) 44 4.2.4 Longitudinalconsistency(LC) 45 4.2.5 BrandLegitimacy(BL) 46 4.2.6 Employee‟spassion (EP) 47 4.2.7 Brandauthenticity(BA) 48 4.3 AnalyzingEFA (ExploratoryFactor Analysis) 49 4.3.1 EFAofindependent variables 49 4.3.2 EFAofdependent variable 52 4.4 Comparativesanalysis 54 4.5 AnalyzingRegression 55 4.6 Determiningthedifferencebythe characteristicsofthe research object 58 4.6.1 Genderdifferences 58 4.6.2 Agedifferences 60 4.6.3 Jobdifferences 62 4.6.4 Incomedifferences 64 Conclusion and managerial implications 67 Chapter5 5.1 Conclusion 67 5.2 Managerialimplications 68 5.2.1 Uniqueness 68 5.2.2 Brandlegitimacy 69 5.2.3 LongitudinalConsistency 69 5.2.4 Employee‟spassion 70 5.2.5 Scarcity 70 5.2.6 Longevity 71 5.3 Limitationand further research 71 5.3.1 Limitationofthesis 71 5.3.2 Furtherresearch 72 LISTOF ACRONYMS ANOVA AnalysisofVariance EFA ExploratoryFactor Analysis HCMC HoChiMinhCity F&B Foodand Beverage SPSS StatisticalPackagefor SocialSciences LISTOFFIGURES, TABLES FIGURES: Figure2.3.1Theresearchmodelofajournaltitled"Authenticityinbranding– exploringantecedentsandconsequencesofbrandauthenticity" 10 Figure 2.3.2 The model research of journal titled “Brand Authenticity: Testing theAntecedentsandOutcomesofBrandManagement'sPassionforitsProducts” 11 Figure2.3 3The model researchof MikeSchallehnChristophBurmannNicolaRiley, (2014)with journaltitled"Brandauthenticity:modeldevelopmentand empiricaltesting" 12 Figure2.3.4Proposedresearchmodel 16 Figure3.1Researchdesign… 18 Figure3.3 Adjustedresearch model 26 Figure4.1a.Statisticsbygender… 39 Figure4.1b Statistics byage 40 Figure4.1c.Statisticsbyjob… 40 Figure4.1d.Statisticsbyincome 41 TABLES: Table3.4.1 ScaleofUniqueness 29 Table3.4.2ScaleofScarcity 30 Table3.4.3 Scaleof Longevity 31 Table3.4.4 ScaleofLongitudinal Consistency 32 Table3.4.5 ScaleBrandLegitimacy 33 Table3.4.6 ScaleofEmployee'spassion 34 Table3.4.7 ScaleofBrandAuthenticity .35