Thenecessityof the topic
Currently, the food and beverage (F&B) market arisen of fertile lands forpotentialinvestors.Becauseitisapotentialmarket,coffeeshopsh a v e continuously sprouted with a new brand in recent years Because of the fiercecompetitioninthefoodandbeverage(F&B)market,investorsoftenhavet o change their business ideas and plans, and constantly improve the quality andservice of the food to get the best results can bring comfort to customers as well aswincustomers' loveforthebrand.
Tosurviveandthriveinanenvironmentwithintensecompetitionliketoday's food and beverage (F&B) market in Vietnam, where investors constantlyfacedifficultiesinmakingadifferencedistinctivefeaturesintheindustry,especial ly in the service industry Christian Haposan Pangaribuan et al (July 2019)studied:
"Factors influencing the decision to return to a coffee shop and word ofmouththroughcustomer satisfaction"; "Factorsinfluencingthe decisio ntoreturn to a coffee shop and word of mouth through customer satisfaction" customers'intentiontoreturnatKlangvalleycafes"byHuiHueYeowetal( 2 0 1 4 ) ; Measu ring the important influence of Marketing Mix on customer loyalty throughcustomer satisfaction customers for food and beverage products (Sudari et al.,2019);
After referring to the above research, the author found that more knowledgeis integrated such as consulting on choosing the right restaurant model, makingbusinessplans.Marketingpoliciessuchas:attentiontocustomerexperience,cust omerretention,reasonablepricesmanagement arefactorsthathelpinvestors gain a f oo th ol d in th is a t t r a c t i v e m a r k e t In a d d i t i o n , t hea ut ho rs w i l l fo cus their
13|Page researcho n a s p e c i f i c b r a n d t o b e t t e r d e t e r m i n e h o w t h i s r e l a t i o n s h i p w o r k s a t scale if the marketing communications mix elements in each brand are different.From the above reasons, the author decided to choose the topic:“THE EFFECTOF
MARKETING COMMUNICATIONS MIX ON THE COFFEEHOUSEBRANDEQUITY”
Objectiveand questions
Secondly, Evaluate the impact of the elements of the
Lastly,Proposem ana gem en t implicationsto i m p r o v e o v e b r a n d eq ui ty ofTheCoffeeHouse
- Howdoeseachvariable intheresearchmodel ofMarketing Communica tionsMixaffect the brandequityofTheCoffeeHouse?
Researchsubjects andscope
Research object: The impact of factors combining marketingcommunicationsonthebrandequityofTheCoffee House.
Researchmethods
Qualitative research: By referring to and summarizing relevant researchresults, the author identifies factors of the Marketing communications Mix thatinfluence on the brand equity of The Coffee House then uses survey tools (surveyonlineviaGoogleformtoolandcollectsurveyformsdirectly).
Quantitative research: Conduct a survey of customers on the impact of theMarketing communications Mix through questionnaires to collect data From thecollected information, SPSS software will be used to process the data throughEFA analysis, confirmatory factor analysis (CFA), and other factors Others sideTheAMOSwasusedtotesttheproposedrelationshipsinthisstudyu s i n g structura l equation modeling techniques Cronbach’s alphas were used to test theinternalconsistencyofstudyconstructsandothernecessaryanalyses.
Researchsignificance
The study’s findings are potentially important to marketers and marketingmanagersinorganizationsinplanningfortheirstrategies’marketingcommun ications mix to realize the importance of marketing communications mixto The Coffee House brand equity It is also useful to marketing managers andmarketers when it comes to management and policymaking Students of marketingwill definitely find the generalizations of this study essential in the review ofliterature as a requisite for higher studies in the area of marketing communications,macro- environment, or other related variables of the study and for future researchstudies.
Thesisstructure
In this section, the author will give brief evidence about the importance ofthe topic Furthermore, the author also provides background information about theresearch such as research object, research scope, research questions, and researchmethods.
In this chapter 2, the author will focus on learning about the theoreticaloverview and related previous studies This step plays an important role in helpingthe author better understand the concept and research area, which helps to providetheoretical frameworks or theoretical bases The study gives theories related to theonline learning model, disrupted education, student satisfaction and a number ofpreviousstudiesrelatedtoonlinelearning.
After having a solid theoretical foundation, the author proceeds to build aresearch model and research methods In this section, the author also providesinformation about the stages in the research process and detailed questionnaires toconductthesurvey.
Thestudy is analyzedthroughSPSSsoftware.Inaddition, thischapterfocuses on building measurement scales in research and methods to assess thereliability of the scale through Cronbach's alpha coefficient, exploratory factoranalysis EFA, check the research model by SEM parsing The research resultswill show the impact of the independent variables on the dependent variable, thecorrelationrelationshipbetweenthevariables,andcomparethed i f f e r e n c e s be tween the observed variables Finally, there is a discussion of the results of thedataanalysis.
In this last chapter, based on the previous analysis results, the author willmake recommendations to improve and enhance students' satisfaction with onlinelearningplatform.
“In this chapter 2, the author will focus on learning about the theoreticaloverview and related previous studies This step plays an important role in helpingtheauthorbetterunderstandtheconceptandresearcharea,whichhelpst o provi detheoreticalframeworksortheoreticalbasis.”
Priorliterature
MarketingcommunicationsProcess
Itwasalreadymentionedabovethatm a r k e t i n g c o m m u n i c a t i o n i s a n active processbetweensellersandbuyers.Nowadays,marketisfulfilledw i t h manyoffers. Interpretationa n d c o m m u n i c a t i o n i s v e r y i m p o r t a n t i n o r d e r t o getcustomers’ attention.Marketingcommunicationisalsoa c o m p l e x p r o c e s s thatneedstobe recognized by every seller and customer.It means that everyperson concerned should usesomekindoffiltercommandtop i c k u p a l l necessaryinformationthatareneeded for another smoothing communicationprocess.
Marketingc o m m u n i c a t i o n p r o c e s s h a s c h a n g e d a n d m a r k e t e r s h a v e to understandc o m m u n i c a t i o n p r o c e s s A fewyearsago,modelofmarketingcom municationsprocesswoulddefinitelyanswer:
Sincemarketingcommunicationhasbecomemorecomplexbecauseinternation alboundarieswereopened, w e a l s o n e e d c o m p l e x m o d e l ofmark eting communicationsprocessthatgivesusr e l i a b l e i n f o r m a t i o n I n Figure ,wec a n s e e t h e m o d e l o f c o m m u n i c a t i o n p r o c e s s w h i c h h a s b e e n usingr e c e n t l y T w o m a j o r e l e m e n t s oft h e m o d e l a r e s e n d e r a n d r e c e i v e r , whicha r e c r u c i a l p a r t o f c o m m u n i c a t i o n T h e n , o t h e r t w o e l e m e n t s m e s s a g e and media represent major elements of the communication process (Hughes, Fill,2006p.3-5).The Figureshows the simplest model of communication process whichdescribesthreebasicelementsof communicationprocess.
In order to avoid any misunderstanding while sending and receiving themessage,alsothereismoredetailedcommunicationprocess.Marketingcommunicat ions process gives a clear picture how to communicate Figure showsthe communication process which ismorecomplicatedbutthereissmallerprobabilityt h a t a n y m i s u n d e r s t a n d i n g s w i l l o c c u r w h i l e s e n d i n g a n d r e c e i v i n g the message.
1 Source(sender) – thesenderasas o u r c e s e n d s t h e m e s s a g e w h i c h needstobe encoded in order to clearly understand the main point of the message.Usuallyitisacompanypresentingitsproductsandservices.
3 Decoder – meansthatthem e s s a g e w a s e n c o d e d c o r r e c t l y a n d customer understa ndsit.
4 Receiv er– audien cethatt he messa gewass ent.
5 Feedback– r e c e i v e r has a space for responses which are veryimportantf o r everycommunicationinordertomakesurethatthemainpointof themessage isunderstoodcorrectly.(Hughes,Fill,2006p.3-5).
Marketingcommunications mixtools
Marketingc o m m u n i c a t i o n m i x i s c h a n g i n g a s 2 1 s t c e n t u r y i s developingnew technologies and strategies in marketing generally The world’spopulation is almost
6.5billionsand400billionbusinessesareallaroundtheworld.C o n s u m e r s a r e b o o m i n g f r o m e v e r y s i d e w i t h n e w p r o d u c t s Marketing hasgenerallychangedfrom “customer acquisition“-getting newcustomers to
“customer retention“ tryingto keepcustomerstowards“customerselection“ gettingr i d o f n o n p r o f i t a b l e a n d l o o k i n g f o r p r o f i t a b l e c u s t o m e r s Soitismarketingcommunicationm ixprocessof changing while it has beendevelopingtotheformcustomersknownowadays.(Smith,Taylor, 2004p.78).
Table0-1Show howthecommunication mixinterpretsthe marketingmix
Thetableshowshowthecommunicationmixhasbeendevelopedandinterpreted into themarketingmix.Tocompareandanalyzemarketingcommunicationmixisvery necessary and complex because every culture is sodifferentwhichmustbeconsidered.
Three componentsofthe communicationmix
AttitudetowardAdvertisement
Consumers'attitudesregardingtheeconomicandsocialimpactsofadvertising were studied by Bauer and Greyser (1968) using a 7-item Likert typescale.Forthefirsttime,asophisticatedscalewasemployedtogaugehowconsumers felt about advertising as a whole It was found that attitudes may beassessed along the axes of attitude-institution andattitude-instrument by usingsemanticdifferentialitems.Variouselementsinfluencingattitudestowardadverti sing,such as perceptions about advertising, attitudes toward advertisinginstitutions,andattitudestowardadvertisinginstruments,werediscoveredb yMuehling(1987).Economicandsocialadvertisingbeliefmetricswere exa minedbyAndrews(1989).Adifferentgroupofresearcherslookedathowpe oplet h i n k aboutadvertisementsingeneral,includinghowtheythinkaboutinformationsources,sex ualmaterialandtheuseofwomen,ethicalconcernsanddeceit(Andrews,1989;Alwittand Prabhaker,1992;Lutz,1985;Muehling,1987).Advertising was thought to have four beneficial effects: providing information,enhancingone'ssocialstatusandimage,providingamusement,andhaving afavorableimpactontheeconomy.
Non-Monetarymarketing
Whilebothhedonicandutilitariangoodsbenefitfromnon-monetarymarketing, the latter's impact is greater on established hedonic goods (Lowe
( M o n t a n e r & P i n a , 2 0 0 8 ) C u s t o m e r s p r e f e r n o n - m o n e t a r y incentives when the stakes are minimal (Lowe, 2010) Non-monetary marketingappeals to customers who are looking for ways to express their values, discovernew interests, and have fun Interest in gaming and other hedonic advantages is anon- monetarymarketingbenefitforcustomers.Non-monetaryadvertising,according to previousstudies, has a greater long-term impact ont h e p r o d u c t ' s brand equity and is thus more valuable.Value addition and stockpiling are twofunctions of non-monetary advertising that make it successful Consumers that areinterestedinbothnon- monetaryandmonetarypromotionsfeelfinanciallyconstricted, according to Raid et al (2015) A review of the literature suggests thatnon- monetaryadvertisingdoesnotinfluencetheavailablereferencepriceincustomers' minds, but that non-monetary promotion may also heighten consumerexpectations,creatingasenseofdeceitbothpriortoandduringthespecialprom otion(Liu,Cheng, & Ni,2011).Ifthe non-monetary promotional hasn o t been appreciated by the normal customer, this may lead to a brand switch or poorbrandloyalty.
Monetarymarketing
Monetary promotions, sometimes known as price promotions, are bargainsthat allow consumers to purchase a product at a lower price, therefore luring thembyprovidingthemwiththeoptiontosavemoney.However,theroleofmone tary promotions is not limited to price reduction; it also provides customers with otheradvantages such as greater product quality and shopping ease (Chandon et al.,2000).Consumerswhoareengagedonacertaintaskaredrawntomonetaryadvertising(Bü ttner,Florack,andGửritz,2015).Researchersdiscoveredthatmonetarypromotionoutpe rformsnon-monetarypromotionintermsofeffectiveness (Alvarez& Casielles, 2005;Gilbert & Jackaria, 2002).Financialmarketing is beneficial for the utilitarian product, nevertheless, financial promotionis beneficial for all product categories, according to Kwok and Uncles (2005).Monetary marketing is proven to be more effective than non-monetary promotion(premiums) in terms of increased benefit (Palazon & Delgado-Ballester, 2009).Whencomparedtonon- brandloyalconsumers,brandloyalpurchaserss e n s e higher value in monetary promotions than non-brand loyal consumers (Owens etal., 2001) Price reductions are seen as having more value by customers when theyarefacedwithahighlevelofrisk(BenLowe,2010)
Theelementof brandequity
Brand Identification
Brand identification refers to customers’ perceptions of sameness betweenthe brand and the consumer (Tuskejet al., 2013) Brands are able to representsignificantaspectsofthecustomeridentity(Fournier,1998).Differentfactorsi nfluencebrandidentification.Stokburger-Saueretal.
(2012)investigateantecedentso f b r a n d i d e n t i f i c a t i o n , i d e n t i f y i n g b r a n d - s e l f s i m i l a r i t y , b r a n d distinctiveness, brand prestige, brand social benefits, brand warmth and memorablebrand experiences as drives of consumer-brand identification In addition, brandidentification plays an important role in the hospitality industry So et al (2013)identify the role of customer-brand identification in influencing service quality,perceivedvalueandbrandtrust, whichallinfluencebrandloyalty.
Brand Image
A brand's image can be defined as the perceptions of a brand in the minds ofconsumers as reflected in their brand identification according to Anwar et al.,Keller (1993) Another way to look at this is to think about the consumer's feelingsand thoughts about the brand And according to Keller (1993) in Erfan & Kwek(2013) It is therefore shown as summarizing and summarizing all oft h e f a c t o r s thatinfluenceaconsumer'sperceptionofaproductorserviceandhowt h e y i nteract with that product or service As Hsiang-Ming et al (2011) point out, theselinkages might imply a few features of the brand in the consumer'smemory,according to Aaker (1996b).
Kotler (1988) and Meenaghan (1995) have both goneontodescribethebrandimageasacollectionofclientperceptionsaboutaparticular brand or product Consumers' buying decisions are heavily influenced bya company's image Because Dobni and Zinkhan (1990) said that the consumer'sperception, sentiment, or attitude toward the brand image is a major factor in brandand product selection Reynold's (1965) theory states that the customer selects justthemostimportantimpressionsfromthemanyimpressionshehasoftheproduct/ service, and when it comes to building an image, those memories areextended,embellishedandnicelyorderedbytheconsumer.Sinceconsumerscoopera te with brands via their own personal pictures, this might be seen as areflection ofthe brand's image, which includesmuch oft h e b r a n d ' s i n f o r m a t i o n and companies that consistently maintain a positive and ideal public image gain abettermarketplaceandincreasetheircompetitiveadvantage,ultimatelyleadi ngtoagreatershareofthemarket.Negativeinfluencesofmonetarypromotiona reduetot h e r e l a t i o n s h i p b e t w e e n i n t e r n a l r e f e r e n c e p r i c e a n d d e t e r i o r a t e d p e r c e i v e d qualityperception(Builetal.,2013).
Customers develop brand identification and brand image, reflected by thethree elements of marketing communications mix Prior research identifies thepositive influence of advertising spendingon brand equity (Yoo et al.,
1995) In addition, the influence of price discounting on customers’ reference priceleads to favorable quality evaluations (DelVecchio et al., 2006) On the other hand,the frequent use ofprice promotions leadsto a negative impacto n p e r c e i v e d quality and brand identification because customers use price as an extrinsic cue toinfer product quality (Agarwal and Teas, 2002) Negative influences of monetarypromotionareduetotherelationshipbetweeninternalreferencepriceanddeter ioratedperceivedqualityperception(Builetal.,2013).Moreover,non-monetary promotion strategies enhance brand equity (Montaner and Pina, 2008)and brand identificationt o t h e b r a n d ( P a l a z o n a n d D e l g a d o , 2 0 0 9 )
T h e r e f o r e , whenacoffeeshopoffersdifferentmarketingcommunicationse l e m e n t s , customers are predicted to evaluate the coffee shop brand Thus, the followinghypothesesareproposed.
H1.C ust ome rs ’a tt it ud est owa rd ac of fees ho pb ra nd ’sa dv er ti sem ent positivelyinfluence(1)brandidentificationand(2)brandimage.
H2.C ust ome rs ’ pe r c e p t i o n s of a co ff ees ho pb ra nd ’s m o n e t a r y pro motion positivelyinfluence(1)brandidentificationand(2)brandimage.
Brand Love
Brandlovereferstothedegreeofcustomers’passionate,emotionalattachments toward a brand (Carroll and Ahuvia, 2006) The self-inclusion theoryof love supports brand love (Aron and Aron, 1986) Customers develop brand lovewhen a brand attains a high and desired level of integration with the customers’sense of self (Albert and Merunka, 2013) Scholars emphasize the importance ofbrand love Carroll and Ahuvia (2006) propose that brand love includes passion,attachment, positive evaluations of the brand, positive emotions in response to thebrand and declarations of love for the brand In addition, Song et al (2019a)identifythemoderating roleofbrandloveinaname- brandcoffeeshopscontext.
They find lovemarks, brand love and brand respect, have a significant moderatingeffect between satisfaction and brand loyalty and between brand trust and brandloyalty.Songetal.
The relationship between brand identification and brand love is predicted tobepositive.AlbertandMerunka(2013)identifypositiveeffectsofbrandidentification o n b r a n d l o v e a n d b r a n d c o m m i t m e n t T u s k e j e t a l
( 2 0 1 3 ) a l s o confirm the positive relationship between brand identification and positive word-of-mouth. Therefore,thefollowinghypothesis isposited.
H4 Brand identification positively influences (1) brand love and (2) brandloyalty In addition, when customers form favorable brand images, they have bettervalue perceptions and develop deeper purchase intentions (Chiang and Jang, 2007).Therefore, it is predicted that brand image has a positive impact on brand love andbrandloyalty,proposingthefollowinghypothesis.
Brand Loyalty
Research on brand loyalty has been ongoing for at least three decades, and alarge body of literature has developed when Jacoby et al Described brand loyaltyasabiased(nonrandom)behavioralresponse,expressedovertimebysomedecision- making unit in relation to one or more alternative brands out of a set ofsuch brands, and a function of psychological processes, they provided the mostelaborate conceptualization According to Jacoby and Kyner (1973), customers areloyal to a brand if they only make repeat purchases Consumers who buy a brandbecause it is cheaper than consumers who buy a brand because they are satisfiedrepresent two distinct types of brandloyalty.As the coffee shop industry hasbecome more competitive, brand loyalty has become more important
(Song et al.,2019a) Consider, for example, Busser and Shulga (2019), who look at the role ofloyaltya s a p r e d i c a t e o f t r u s t a n d t h e r e s u l t s o f t r a n s p a r e n c y , a u t h e n t i c i t y , a n d interaction with customer-generated advertising in a coffee shop brand in the US.Customers who are devoted to a certain brand are less price sensitive and morewilling to pay a higher price for that brand than they are for other choices becausetheymaybelievethatthebrandhasauniquevalue.Companiesthath a v e custo merswhoareloyaltotheirbrandhaveanadvantageinthe market.
Prior research supports the concept that customers experience a feeling oflove for their brand (Batra et al., 2012) Prior study identifies outcomes of brandlove,whichinfluencesbrandloyalty(CarrollandAhuvia,2006)andactiveparticip ation in a brand community (Bergkvist and Bech-Larsen, 2010) Based onthe well-identified relationship between brand love and brand loyalty (Batra et al.,2012),thefollowinghypothesisisproposedinacoffeeshopcontext.
Previousempirical thesis
The function of marketing communications is to serve as a conduit betweena product's maker and the end user In order to reach the intended audience, thevendoremploysavarietyofpromotionalstrategiestailoredtotheproduct'sattributes,t hebuyer'sperspective,andotherfactors(Lin&Chang,2 0 1 0 ) Customer reactions to a firm's marketing communications mix have long been anissue of enormous theoretical and practical importance, which is why marketershave worked tirelessly to align marketing communications efforts with sales resultsin order to ensure the long-term health and growth of a company (Matthyssens &Johnston,2006).
Demand is continuously changing in today's complicated and competitivebusinesscontexts,thereforecompaniesmustincreasetheirrevenuebyconce ntrating on client awareness and retention The most difficult part of anyorganization'sperformanceanddevelopmentisevaluatingandassessingt h e impac t of its marketing communicationss activity and its market result on its targetaudience(Okyere,Agyapong&Nyarku,2011).Customersandotherstakehol ders may begin a dialogue with businesses about their products and services, as well asother corporate concerns, via marketing communications (Keller, 2001). Marketingcommunications have grown in importance in recent years for a variety of reasons.Newtechnologiesandamorefragmentedaudiencehavefundamentallytransforme dthelandscapeofmarketingcommunication(Schultz,1999;Low,2000) Due to the proliferation of consumer-to-business communication channels,both traditional and non-traditional, firms have been forced to reevaluate theirmethods of mass communication and come up with new ones (Kotler, Wong,Saunders, & Armstrong., 2005) Communication about a company's products andservicesisbasedoninformationfromavarietyofmedia platforms(Keller,2001).
This research, which builds on the findings of Buil et al (2013), examinesfour different facets of communication First and foremost in the communicationmix is advertising, which conveys a brand's functional and emotional values (deChernatony, 2010) When an organization's goals are aligned with its advertisingstrategy, it has a better chance of succeeding (Kotler et al.,
2006) Al-Rfou, A.N.,(2012) “Competition and Organizational Performance: Empirical Evidence fromJordanian Firms” The results indicated that the intensity of market competition hasapositivestrongconsequenceontheorganizationalperformanceofsuchcompanies.
Asa r e s u l t o f i n c r e a s e d e x p e n d i t u r e o n a d v e r t i s i n g , c o n s u m e r s b e c o m e more familiar with brands (Chu and Keh, 2006) When assessing the efficacy of anadvertise campaign, this is a critical reaction from the target audience (MacKenzieand Lutz, 1989) In order to raise awareness of a company's brand, advertisementsconnect strong customer-brand connections, and encourage good brand perceptionsin the minds of consumers (Keller, 2007). Advertising has a significant impact oncustomers' perceptions of a brand's value, which in turn affects their purchasingdecisions( L u e t a l , 2 0 1 4 ) S t u d y a b o u t t h e n a t u r e o f s a l e s p r o m o t i o n a n d i t s control on consumer’s preference Consumer perceptions of deal value for non- monetaryandmonetarypromotion areaffectedbythestockupcharacteristicofthe division (Smith and Sinha, 2000) Consumers' internal reference prices remainunchanged for one-time promotion Study about the impact of benefit level on theeffectiveness of different sales-promotion Price discounts (monetary promotion)aremoresuccessfulthanpremiumsontheconditionofhighbenefit,whilepre miums (non-monetary) are more successful than price discounts at low benefitlevels(PalazonandDelgado-Ballester,2009).
Academics show an increased interest on the effectiveness of marketingcommunications mix since it is considered a key benefit for developing a strongbrand(Keller,2009).Thecommunicationmixisasetofcomponentsthatreintegrat e with each other to attain desirable marketing objectives (Kotler et al.,2006).ThecommunicationmixpositivelyinfluencesMarketingstrategiesi n coffee shops The current issue and full text archive of this journal is available onEmerald Insight at: organizational performance and the development of customers’brandloyalty(Berezanetal.,2016).
Hossein and Navaie (2011), to investigate the impact of advertising mix oncosmetics and beauty product sales, questionnaires were sent to 384 women whohad used Atousa hair color products at least once The surveys included questionson the influence of promotion mix techniques on sales growth The findings oftestingstudyhypotheses(one-sampleT- test)revealedthatsalespromotion,advertising, and personal selling were the most potent variables in raising sales,whereas direct marketing had the least influence.
The study's limitations were therespondents'unwillingnesstoanswerquestionsandthestudydidnotexami neallof the marketing communications mix, such as publicity, therefore further researchonthefunctionofmarketingmixinimprovingproductsalesmaybedone.
Previous researchers point out the importance of understanding coffee shopbrandmarketingmanagementtechniques(Choietal.,2017).Despitethesignificanc e of understanding brand loyalty, the prior study has not examined howmarketingcommunicationsinfluencesbrandloyaltyincoffeeshopsi n d u s t r y Thus,t h i ss t u d y explores r e la t i o n s h i p s a m o n g t h ee l e m e n ts o f a m a r k e t i n g communicationsm i x , b r a n d i d e n t i f i c a t i o n , b r a n d i m a g e , b r a n d l o v e a n d b r a n d loyalty.However,researchintherelationshipbetweenthemarketingco mmunications mix and brand evaluation is scant and calls for more investigationinthefuture (YooandBai,2013).
Hypothesesmodel
Customers'purchasingdecisionsareinfluencedbybothpositiveandnegative brand evaluations, according to research, hypotheses were formulated inthefollowing;
H1 Perspectives of customers on a coffee shop brand’s Non-
H2 S MonetaryP r o m o t i o n m a r k e t i n g h a s a s i g n i f i c a n t p o s i t i v e i m p a c t on customers' impressions of a coffee shop's (1) brand identificationand(2) brand image.
Chapter 3 will present the research methodology A detailed description oftheresearchprocessincludingqualitativeandquantitativeresearch,andadescription of the research sample In this chapter, the author also designs theresearchmodeland builds the surveyquestionnaire.
Researchprocess
Herei s a b r e a k d o w n o f t h e w h o l e r e s e a r c h process,f r o m g e n e r a t i n g a researchquestiontoformulatingahypothesisandcreatingamodel.Dataproc essingandanalysisarenecessaryfordrawingconclusionsfromstudydata.
Researchmethods
Qualitative research: By referring to and summarizing relevant researchresults, the author identifies factors of the Marketing communications Mix thatinfluence the brand equity of The Coffee House then uses survey tools (surveyonlineviaGoogleformtoolandcollectsurveyformsdirectly).
Stage 1: The topic will conduct a test survey of 33 questionnaires to checkthe reliability ofthescale withCrouchback’s Alphacoefficients to adjust thequestionnaire.
Stage 2: The research will conduct an empirical survey of 415 customers ofThe Coffee House However, after collecting the data, some survey questionnaireswere rejected due to ineffective evaluation data The survey aims to scale the roleof marketing communicationss mix to The Coffee House brand equity; Testing thereliability of the scale by Crouchback’s Alpha coefficient, using EFA exploratoryfactoranalysisandthenregressionanalysis4lineartodeterminethefactorsaf fecting.
Sampledescription
Based on large sample distribution theory, SEM analysis requires a largesample to obtain a reliable estimate While the question of how large a sampleshould be is not completely resolved (Hair et al., 2010), it depends on the statisticalmethodsu s e d H o w e v e r , H a i r e t a l s u g g e s t t h a t a r a t i o o f s a m p l e s i z e t o t h e number of these metrics should be at least 5:1 when using SEM According toTabachnick and Fidell (1989) experience shows that a sample size of 300 is good,500 is very good and 1000 is excellent The results are based on the number ofobservedvariablesinthelinearstructuralmodelrequiringasampleof300respondents who were selected and used the population sampling method for themain survey.Therefore, the sample was selected according to the conveniencemethod and the expected sample size was 400 observations On the other hand,accordingtoTho(2013),theprinciplethatthenumberofobservationsmust beat least 5 times the number of observed variables in the research model The numberof observed variables of the factors in the research model is 33 observed variables.Therefore, the minimum sample size should be 5 x 33 = 165 observations So thesample size collected for analysis including 400 observations is expected to beappropriate.
Surveydesign
Scaleapplied inthesurvey
In order to receive the highest possible response, the investigation processmustgothroughpersonalrelationshipssuchasfamily,friends,relativesandcolle agues at your company, make contact first and send The survey will thenfollow up closely to collect the results of the survey, check the survey results ifthere are errors, they will contact the survey again In addition, in order to increasethe sample and survey efficiency, at peak times every day such as 11 am to 12 amandfrom 19pm onwardsevery day,thesurvey willbesentthroughthel i n k created and sent to the groups On social networks, always comment and commenton online sales suppliers, before posting, you need to contact the site manager tocoordinate Data werecollected from January 1st toMarch 1st Thet o t a l n u m b e r ofquestionnairessentwas415questionnaires.Collecteddatawillbecleaned beforeconductinganalysis.
Likert scale questions require survey respondents to selecttheirlevelofagreementtoastatementincluding(1)Stronglydisagree,(2)Disagree,(3)Normal,(4)Agree,(5)Stronglyagree.
Thequestionnairedesigns
Based on the proposed research model and some previous survey samples,thequestionnaireisdividedinto2mainparts
Part 2: Building a questionnaire to assess the level of research subjects'opinions on factors of Marketing communicationss Mix on The Coffee Housebrandequityaccordingtostandardscales.
The questionnaire was designed to be completed within about ten minutes.The author uses Google Forms to create the form with an easy-to-use interface toshortenthetimetocompleteandsenttorespondentsquickly.Thesurveyquestionnaires are sent via social networking sites such as Facebook, zalo andforum pages of some universities Such forms allow the entry of data, which aresaved in a text file These text files are subsequently extracted and inputted into anExcel database, for subsequent analysis In the next stage, the survey form is editedand samples continue to be sent Finally, the amount of data collected through thesurveyisatotalofsamples.Attheendofthelastmainsectionoft h e questionnaire,stud entsareinvitedto makeanyfurthercomments.
Thereliabilityofthescale
EFA-Exploratoryfactor analysis
According to Tho (2013), after testing the reliability, the concepts in theresearch model need to be tested for convergence and discriminant validity throughexploratory factoranalysis.Thebasisofthisreductionisbasedonthelinearrelationship of the factor with the observed variables The suitability of applyingEFAanalysismethod wasassessedthroughKMOandBartlett'stest.
Bartlett's test: to see if the correlation matrix is a unit matrix (the unit matrixis a matrix with the correlation coefficient between the variables equal to 0 and thecorrelation coefficient with itself equal to 1) If the test has a P-value < 0.05 (with asignificance level of 5%), it shows that the observed variables are correlated witheachotherinthe factor.So use the appropriateEFA.
KMO coefficient (Kaiser-Meyer-Olkin): is an index to assess the suitabilityof factor analysis The higher the KMO coefficient, the higher the rating.
Kaiser(1974)suggested:KMO≥0.9isverygood;0.9>KMO≥0.8isgood;0.8>KMO
≥ 0.7 is fine; 0.7 > KMO ≥ 0.6 is temporary; 0.6 > KMO ≥ 0.5 is bad; KMO