(Luận văn) the effects of marketing communication on brand equity

MINISTRY OF EDUCATION TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY oOo - t to ng hi ep HUỲNH KIM PHỤNG w n ad lo u yj th yi THE EFFECTS OF MARKETING COMMUNICATON ON BRAND EQUITY pl n ua al n va m ll fu n oi Major: Business Administration t Major Code: 60.34.05 z z ht vb k jm gm l Supervior: Dr TRẦN HÀ MINH QUÂN m co an Lu n va te re y Ho Chi Minh City - 2011 TABLE OF CONTENT t to ng ACKNOWLEDGEMENTS……………………………………………………….1 hi ep ABSTRACT……………………………………………………………………… BACKGROUND…………………………………………….3 w CHAPTER n Introduction…………………………………………………………………3 Research Objectives……………………………………………………… u yj th 1.2 ad lo 1.1 Research methodology and scope………………………………………… 1.4 Managerial implications……………………………………………………5 1.5 Structure of the research report…………………………………………… yi 1.3 pl n ua al LITERATURE REVIEW AND RESEARCH MODEL….7 n va CHAPTER Introduction…………………………………………………………………7 2.2 Brand equity…………………………………………………………………7 m ll fu 2.1 t n oi 2.2.1 Brand awareness…………………………………………………… z z 2.2.2 Perceived quality…………………………………………………… j ht vb k m 2.2.3 Brand loyalty…………………………………………………………8 gm 2.2.4 Brand Association……………………………………………………8 The elements of marketing communication…………………………………9 om l.c 2.3 an Lu 2.3.1 Advertising Spending……………………………………………….10 y te Research Model…………………………………………………………….12 re 2.4 n 2.3.3 Sales Promotion…………………………………………………….11 va 2.3.2 Field Support Activities…………………………………………….11 2.5 Summary………………………………………………………………… 13 t to ng CHAPTER hi ep 3.1 w 3.2 RESEARCH METHODOLOGY…………………………15 Introduction……………………………………………………………… 15 Research design……………………………………………………………15 n ad lo 3.2.1 Research methodology…………………………………………… 15 u yj th 3.2.2 Research process……………………………………………………17 yi 3.2.3 Questionnaire Structure…………………………………………… 18 pl n ua al 3.3 Measurement scale development………………………………………… 19 n va 3.3.1 Measurements of brand awareness…………………………………19 m ll fu 3.3.2 Measurements of perceived quality……………………………… 20 t n oi 3.3.3 Measurements of brand loyalty…………………………………….20 3.3.4 Measurements of attitudes toward advertising spending………… 21 z z j ht vb 3.3.5 Measurements of attitudes toward field support activities……… 21 k m 3.3.6 Measurements of attitudes toward sales promotion……………… 22 gm 3.4 Field work………………………………………………………………….23 om l.c 3.4.1 Researched brands………………………………………………….23 an Lu 3.4.2 Sample…………………………………………………………… 23 Summary………………………………………………………………… 24 n va 3.5 Introduction……………………………………………………………… 28 y te 4.1 RESEARCH RESULTS………………………………… 28 re CHAPTER t to ng hi ep 4.2 Sample Characteristics…………………………………………………….28 4.3 Measure reliability check………………………………………………….28 4.4 Exploratory factor analysis (EFA)…………………………………………31 w 4.5 Examination research model by multiple regression………………………36 n ad lo 4.5.1 Examination the effects of advertising spending, field support u yj th activities and sales promotion on brand awareness……………………………….36 yi 4.5.2 Examination the effects of advertising spending, field support pl activities and sales promotion on perceived quality………………………………37 n ua al 4.5.3 Examination the effects of advertising spending, filed support n va activities and sales promotion on brand loyalty………………………………… 39 fu Summary………………………………………………………………… 41 m ll 4.6 n oi CHAPTER DISCUSSION AND CONCLUSION…………………… 43 t Introduction……………………………………………………………… 43 5.2 Marketing communication elements and building brand equity………….43 5.3 Limitation and future research…………………………………………….45 z 5.1 z j ht vb k m gm REFERENCES ………………………………………………………………….46 om l.c APPENDIX an Lu TABLE y te re Table 3.1: Research progression………………………………………………… 16 n marketing communication and brand equity………………………………………13 va Table 2.1: Structural model – Relationship between some key elements of (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Table 3.2: Research process……………………………………………………….17 t to ng Table 3.3: Measurement scales for brand awareness…………………………… 19 hi ep Table 3.4: Measurement scales for perceived quality…………………………… 20 w Table 3.5: Measurement scales for brand loyalty…………………………………20 n ad lo Table 3.6: Measurement scales for attitudes toward advertising spending……….21 u yj th Table 3.7: Measurement scales for attitudes toward field support activities…… 22 yi Table 3.8: Measurement scales for attitudes toward sales promotion…………… 22 pl n ua al Table 4.1: Sample Characteristics…………………………………………………28 n va Table 4.2: Cronbach’s Alpha coefficient for the used measurement scales……….30 m ll fu Table 4.3: Total Variance Explained – elements of marketing communication… 32 4.4: Rotated Component – n oi Table Matrix(a) elements of marketing t communication…………………………………………………………………….33 z z Table 4.5: Total Variance Explained – elements of brand equity…………………33 vb j ht Table 4.6: Rotated Component Matrix(a) – elements of brand equity…………….34 m k Table 4.7: New Variables Computed…………………………………………… 35 4.8: Model Summary – Marketing gm Table Communication and Brand om l.c Awareness…………………………………………………………………………37 Lu an Table 4.9: ANOVA (b) – Marketing Communication and Brand Awareness……37 4.10: Coefficients (a) – Marketing Communication and Brand n va Table Quality…………………………………………………………………………… 39 (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity y te Table 4.11: Model Summary – Marketing Communication and Perceived re Awareness…………………………………………………………………………37 (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Table 4.12: ANOVA (b) – Marketing Communication and Perceived t to Quality…………………………………………………………………………… 39 ng hi Table 4.13: Coefficients (a) – Marketing Communication and Perceived ep Quality…………………………………………………………………………… 39 w Table 4.14: Model Summary – Marketing Communication and Brand n lo ad Loyalty…………………………………………………………………………… 41 u yj th Table 4.15: ANOVA (b) – Marketing Communication and Brand Loyalty………41 4.16: yi Table Coefficients – (a) Marketing Communication and Brand pl n ua al Loyalty…………………………………………………………………………… 41 n va Table 4.17: Hypothesis and research results………………………………………42 m ll fu t n oi z z j ht vb k m gm om l.c an Lu n va y te re (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page of 52 ACKNOWLEDGMENTS t to The author would like to thank Dr Tran Ha Minh Quan for his instructions and ng hi valuable comments during the research I also would like to thank Mr Dang Huu ep Phuc who gave meaningful advice for processing data w n ad lo yi u yj th pl n ua al n va m ll fu t n oi z z j ht vb k m gm om l.c an Lu n va y te re (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page of 52 ABSTRACT t to ng The objective of this paper is to investigate the relationship between selected hi elements of marketing communication and brand equity of in the body lotion ep category The selected set includes three key elements from each of marketing w factors They are advertising spending, field support activities and sales promotion n ad lo from communication Plus, awareness, perceived quality and brand loyalty are from brand equity With the concrete measurement, the study surveys body lotion users u yj th in HCMC The results show that to selected component of brand equity of body yi lotion category, advertising spending and field support activities response a positive pl n ua al side, whereas sales promotion have a negative impact These findings provide insights for doing strategy of marketing communication va n activities generating and managing brand equity m ll fu t n oi z z j ht vb k m gm om l.c an Lu n va y te re (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page of 52 CHAPTER BACKGROUND t to 1.1 Introduction ng hi Brand equity is very important as it is a source of sustainable competitive ep advantages of a brand The brand owning strong equity increases a chance for the w brand to be selected, purchased more frequently and so the loyalty to the brand is n ad lo higher, Pitta and Katsanis (1995) u yj th Moreover, brand equity has strong relationship with marketing communication From various study, importance of brand equity are witnessed yi pl According to Rajh 2005, brand equity is very important because it has many n ua al benefits for companies Bharadwaj et al., (1993) and Hoffman (2000) find that n va brand equity could be considered as a source of sustainable competitive advantage fu while Pitta and Katsanis (1995) discover that there is the positive relationship m ll between brand equity and brand loyalty It means that the brand owning strong n oi equity increases a chance for the brand to be selected, purchased more frequently t and so the loyalty to the brand is higher Aaker and Keller (1990) also find other z benefits related to brand extension such as strong brand equity of the brand z j ht vb enhances possibility of brand extension to other product categories It allows companies to use established brand name to drive consumers to enter new product k m categories gm om l.c In relation to marketing mix, various studies (Barwise, 1993; Farquhar et al., 1991; Keller, 1993; Keller, 1998; Pitta and Katsanis, 1995; Simon and Sullivan, 1993; an Lu Smith and Park, 1992; Yoo et al., 2000) find that brand equity is one of the sources to increase efficiency of marketing communication programs Brand equity also (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity y te elasticity of consumers to price increases Brand equity has positive relationship re brand equity increases elasticity of consumers to price reductions and decreases n Brand equity also impact elasticity of consumers to price change More precisely, va increases willingness of consumers to pay premium price for a specific brand (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page of 52 with willingness of stores (distribution channel) to collaborate and provide support t to for the brand Brand equity reduces the company vulnerability to marketing ng activities of the competition and their vulnerability to crises hi ep Although of understanding importance of brand equity, managers have not invested w in creation brand equity properly in the body lotion category which is growing in n ad lo Vietnam market.Top two giant advertisers Unilever and Beiersdorf are competing in advertising spending, sales promotion, etc However, they have not hadany u yj th research to investigate the relationship between elements of marketing yi communication and brand equity for this category In the last two years, the pl managers have frequently used sales promotion to improve their sales performance n ua al in the short-term They may ignore to analysis whether sales promotion can va deteriorate brand equity in the long-term In addition, they don’t have clear n communication strategy to enhance brand equity Therefore, it’s necessary to m ll fu explore the relationship between elements of marketing communication and Research objectives t 1.2 n oi dimensions of brand equity z z j ht vb The purpose of this research is to explore impacts of factors of marketing communication on brand equity’s elements This has been one of hottest topics in m k management today in Vietnam emerging market where building brand equity plays gm an important role for giant advertisers’ communication strategy.The research also and brand equity om l.c provides a starting point for further research on relationship between marketing mix Research methodology and scope an Lu 1.3 y te (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity re Nielsen Market Retail Audit 2010) n biggest sales contribution, up to 80% of sales on each key brand (Source AC va The research is conducted in the dynamic market, HCMC in which there is the (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 38 of 52 In Chapter 2, there were three hypotheses defined for the relationship between t to advertising spending, field support activities, sales promotion and perceived ng quality These hypotheses are followed: hi ep  H3: Advertising spending positively affects perceived quality of the brand w n  H6: Field support activities conducted for the brand positively affects ad lo perceived quality of the brand u yj th  H9: Sales promotion negatively affects perceived quality of the brand Multiple regression was used to test these three hypotheses The new independent yi pl variables (TBAD, TBFS, TBSP) against perceived quality (TBPQ) was reported in n ua al Table 4.11, 4.12 and 4.13 n va In the Model Summary table, the R (.522) presents the correlation of advertising m ll fu spending, field support activities and sales promotion with perceived quality, after all the inter-correlations among advertising spending, field support activities and n oi sales promotion are taken into account The R Square (.272), which is explained t variance, is actually the square of the multiple R The ANOVA table shows that the z z F value of 20.693 is significant at the 000 level vb j ht The results show that 27.2% of the variance (R Square) in perceived quality has m k been significantly explained by the three selected elements of marketing gm communication om l.c The table 4.13 titled Coefficients helps to identify which among the three selected elements of marketing communication influences most the variance in perceived Lu an quality The Beta under Standardized Coefficients for Advertising spending, Field (.171) for field support activities is significant at 041 level, so hypothesis H6 is (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity y te perceived quality of the brand Therefore, the hypothesis H3 is supported The Beta re that it is necessary to invest more into advertising if objective is to increase n acceptable Advertising has the highest number in the Beta (.177) which indicates va support activities and Sales promotion is significant at level lower than 05 which is (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 39 of 52 supported The Beta (-.290) for sales promotion is significant at 000 level, t to therefore hypothesis H9 is supported ng hi Table 4.11: Model Summary – Marketing Communication and Perceived Quality ep Adjusted R Square 522(a) 0.272 0.259 a Predictors: (Constant), TBSP, TBAD, TBFS w Model R n ad lo Std Error of the Estimate 0.59106 R Square u yj th yi Table 4.12: ANOVA (b) – Marketing Communication and Perceived Quality pl F 20.693 Sig .000(a) n va Regression Residual Total Sum of Squares df Mean Square 21.687 7.229 57.992 166 0.349 79.679 169 a Predictors: (Constant), TBSP, TBAD, TBFS b Dependent Variable: TBPQ n ua al Model m ll fu n oi Table 4.13: Coefficients (a) – Marketing Communication and Perceived Quality t Unstandardized Coefficients Standardized Coefficients Beta t Sig 6.348 2.184 2.058 -3.678 0.03 0.041 z Model z j ht m k gm B Std Error 2.8 0.441 0.174 0.08 0.177 0.183 0.089 0.171 -0.288 0.078 -0.29 a Dependent Variable: TBPQ vb (Constant) TBAD TBFS TBSP om l.c 4.5.3 Examination the effects of advertising spending, field support activities and sales promotion on brand loyalty an Lu In Chapter 2, there were three hypotheses defined for the relationship between y te (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity re  H2: Advertising spending positively affects brand loyalty n These hypotheses are followed: va advertising spending, field support activities, sales promotion and brand loyalty (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 40 of 52  H5: Field support activities conducted for the brand positively affects brand t to loyalty ng hi  H8: Sales promotion negatively affects brand loyalty ep Multiple regression was used to test these three hypotheses The new independent w variables (TBAD, TBFS, TBSP) against brand loyalty (TBPQ) was reported in n ad lo Table 4.14, 4.15 and 4.16 u yj th In the Model Summary table, the R (.926) presents the correlation of advertising spending, field support activities and sales promotion with brand loyalty, after all yi the inter-correlations among advertising spending, field support activities and sales pl n ua al promotion are taken into account The R Square (.858), which is explained variance, is actually the square of the multiple R The ANOVA table shows that the va F value of 335.084 is significant at the 000 level n fu m ll The results show that 85.8% of the variance (R Square) in brand loyalty has been t n oi significantly explained by the three selected elements of marketing communication The table 4.16 titled Coefficients helps to identify which among the three selected z z elements of marketing communication influences most the variance in brand vb j ht loyalty The Beta under Standardized Coefficients for Advertising spending, Field k m support activities and Sales promotion is significant at level lower than 05 which is gm acceptable Field support activities have the highest number in the Beta (.552), so the hypothesis H5 is supported The Beta (.235) for advertising spending is om l.c significant at 000level, so hypothesis H2 is supported The Beta (-.330) for sales an Lu promotion is significant at 000 level, therefore hypothesis H8 is supported n va y te re (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 41 of 52 Table 4.14: Model Summary – Marketing Communication and Brand Loyalty t to ng Adjusted R Square 926(a) 0.858 0.856 a Predictors: (Constant), TBSP, TBAD, TBFS Model R hi ep Std Error of the Estimate 0.2384 R Square w Table 4.15: ANOVA (b) – Marketing Communication and Brand Loyalty n ad lo Model u yj th yi Regression Residual Total pl F 335.084 Sig .000(a) n ua al Sum of Squares df Mean Square 57.133 19.044 9.435 166 0.057 66.568 169 a Predictors: (Constant), TBSP, TBAD, TBFS b Dependent Variable: TBBL n va Table 4.16: Coefficients (a) – Marketing Communication and Brand Loyalty fu Unstandardized Coefficients m ll Model z t Sig 8.773 6.594 15.029 -9.484 0 0 z Summary t 4.6 B Std Error 1.561 0.178 0.212 0.032 0.235 0.539 0.036 0.552 -0.3 0.032 -0.33 a Dependent Variable: TBBL n oi (Constant) TBAD TBFS TBSP Standardized Coefficients Beta j ht vb k m gm This chapter explained methods for data analysis and research results There are total 30 variables for analysis All hypotheses are supported and reported in the om l.c table 4.17 Lu The next chapter will concentrate on discussions and conclusions and limitations an n va of this paper y te re (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 42 of 52 Table 4.17: Hypothesis and research results t to ng hi ep w n ad lo yi u yj th pl n ua al n va m ll fu t n oi z z j ht vb k m gm om l.c an Lu n va y te re (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 43 of 52 CHAPTER DISCUSSION AND CONCLUSION t to 5.1 Introduction ng hi The study is to investigate relationship between three components of marketing ep communication and elements of the brand equity in the body lotion category This w session discusses the results and managerial implications for managers Limitations n Marketing communication on elements and building brand equity u yj th 5.2 ad lo and recommendations for future research are also discussed in this session yi According to Yoo et al (2000), brand equity positively relates to brand name, brand pl loyalty, perceived quality and brand awareness/associations And Aaker (1997) n ua al recommends that because brand equity is rooted in these dimensions Therefore, the m ll fu destroying the brand n va roots of brand equity must be considered for brand-leveraging strategy to avoid Advertising spending and the elements of brand equity Advertising spending has a n oi favorable influence on brand equity The higher advertising spending a company t has, the higher level of awareness the brand owns A positive relationship between z z advertising spending and perceived quality so that the higher advertising spending vb j ht on a brand, the better quality of the product as perceived by the consumers k m Moreover, advertising spending on a brand has a good impact on consumers’ gm professed loyal behavior towards the brand This research has the same result as om l.c Yoo et al (2000) results Learning from these studies, companies need to invest for advertising to leverage brand equity However, advertising spending is costly and an Lu requires huge budget in the competitive body care category Therefore, managers of body brands must have effective advertising strategies which ensure to build up (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity y te advertising impact on each element of brand equity The monitoring results should re addition, it’s necessary to establish monitoring system which helps to measure n on each advertising campaign at specific periods with proper investments In va brand equity efficiently and continuously Managers must define smart objectives (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 44 of 52 be reported quarterly to evaluate the effectiveness of advertising against brand t to equity This monitoring system may help managers to have proactive implications ng for advertising to improve brand equity index (BEI) in the future hi ep Field support activities and the elements of brand equity The study shows that w field support activities effect on selected components of brand equity positively It n ad lo indicates that if brand equity is to be increased, it’s necessary to invest for field support activities properly Consequently, managers should have concrete plans and u yj th carry out regularly Field support activities are efforts of cosmetic companies to yi provide face-to-face technical supports to consumers through market visits, meeting pl scheme, sale materials, etc These activities allow interactive face-to-face n ua al communication Through this two-way communication with consumers, sales staffs va can gain deeper understanding about consumers Sales people can explain about n body lotion product’s functions clearly and educate consumers how to apply m ll fu products properly Therefore, consumers will be aware of the brand and perceive n oi the brand quality When consumers satisfy with products, they will be more loyal to t the brand z z It’s important for managers to improve effectiveness of field support activities As vb j ht sales forces play virtual roles to drive the effectiveness, managers should organize k m sales training sessions which help them to enrich knowledge, skills and abilities om l.c equity gm Good sales team can implement field support activity well, hence enhance brand Sales promotion and the elements of brand equity Sales promotion as incentives Lu an has been shown to deteriorate in brand equity in perception of the brand’s quality, increase brand awareness or perceive brand of quality higher Sales promotion (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity y te brand equity declines in the long-term Sales promotion campaigns cannot help to re outcomes of the body lotion Promotions may have better short-term impact, but n promotion, brand equity will be decreased These results are in line with practical va brand awareness and loyalty It indicates that if managers more invest for sales (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 45 of 52 campaign can encourage competitor’s users to switch promoted brands but these t to users may not be loyal to the brand In addition, if sales promotion is used ng frequently, consumers can perceive that quality of the brand is not good enough hi ep Therefore, managers should be careful of sales promotion to avoid deteriorating brand equity in the long term Managers should define clear objectives when w n deploying promotion campaigns ad lo 5.3 Limitations and future research u yj th This paper has some limitations that could be a good starting point for future yi pl research Firstly, this research only investigates relationship between three elements n ua al of marketing communication and brand equity The study has not explored the relationship between components of marketing mix such as price, distribution, etc va n and brand equity Secondly, the study examines the one-way relationship which is m ll fu elements of marketing communication on brand equity Impacts of brand equity on n oi elements of communication have not investigated Thirdly, the research has not studied deeper advertising executions or kind of field support activities which help t to increase brand equity It recommends for future researches to find answers for z z these questions so it can help managers design the strategy for specific marketing j ht vb efforts k m gm om l.c an Lu n va y te re (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 46 of 52 REFERENCES t to Aaker, D.A (1993), Are Brand Equity Investments Really Worthwhile?, in D.A ng hi Aaker, D.A (1991), Managing Brand Equity, New York: Free Press ep Aaker, D.A (1996), Building Strong Brands, New York: Free Press w n ad lo Aaker, D.A (1997), Should You Take Your Brand to Where the Action Is? Harvard Business Review, review 75 (September/October): 135-143 u yj th Aaker, D.A and Keller, K.L (1990) Consumer Evaluations of Brand Extensions, yi Journal of Marketing, 54(1), pp 27-41 pl n ua al Baldinger, Allan, L (1992), What CEO’s Are Saying About Brand Equity: A Call va to Action for Researchers, Journal of Advertising Research 32 (July/August): RC6- n RC12 m ll fu Barrett, J., Lye, A and Venkateswarlu, P (1999), Consumer Perceptions of Brand GeneralisingAaker& n oi Extensions: Keller’s Journal of Empirical t Generalisations in Marketing Science, Model, z z Research in Marketing, 10(1), pp 93-104 j ht vb Barwise, P (1993), Brand Equity: Snark or Boojum?,International Journal of k m gm Bharadwaj, Sundar, G., Varadarajan, R., and Fahy, J (1993), Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research, om l.c Journal of Marketing, 57 (October), 83–99 an Lu Bollen, Kenneth (1989), Structural Equations with Latent Variables, New York: John Wiley GeneralisingAaker and Keller’s International Journal of Research in Marketing, 13(4), 365-377 (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Model, y te Testing and re Brand Extensions: n va Bottomley, P.A., and Doyle, J.R (1996), The Formation of Attitudes towards (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 47 of 52 Boulding, William, and Kirmani, A (1993), A Consumer-Side Experimental t to Examination of Signaling Theory: Do Consumers Perceive Waranties as Signal of ng Quality?,Journal of Customer Research, 20 (June): 111-123 hi ep Chay, Richard, and Tellis, G., discussion leaders (1991), Role of Communication w and Service in Building and Maintaining Brand Equity, In Managing Brand Equity, n ad lo Report No 91-110 Ed Eliot Maltz Cambridge, MA: Marketing Science Institute, 26-27 u yj th Cobb-Walgren, Cathy, J., Beal, C and Donthu, N (1995), Brand Equity, Brand yi pl Preference, and Purchase Intent, Journal of Advertising, 24 (3): 25-40 n ua al Dacin, P.A and Smith, D.C (1994), The Effect of Brand Portfolio Characteristics n 31(2), pp 229-242 va on Consumer Evaluations of Brand Extensions, Journal of Marketing Research, m ll fu Jobber, D (2001), Principles and Practice of Marketing, third edition, McGraw- t n oi Hill Publishing Company z Dillon, W.R., Madden, T.J., Kirmani, A and Mukherjee, S (2001), Understanding z j ht vb What's in a Brand Rating: A Model for Assessing Brand and Attribute Effects and their Relationship to Brand Equity, Journal of Marketing Research, 38(4), pp 415- m k 429 gm Fabrigar, L R., Wegener, D T., MacCallum, R C., and Strahan, E J om l.c (1999).Evaluating the use of exploratory factor analysis in psychological an Lu research.Psychological Methods, 4, 272-299 y te (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity re 119 Cambridge, MA: Marketing Science Institute n Brand Assets, Marketing Science Institute Working paper Series Report No 91- va Farquhar, Peter, H., Han, J.Y and Yuji, I (1991), Recognizing and Measuring (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 48 of 52 Guadagnoli, Edward and Velicer, W F (1988), Relation of sample size to the t to stability of component patterns.Psychological Bulletin 103(2), 265-275 ng hi Hoffman, N.P (2000), An Examination of the “Sustainable Competitive ep Advantage” Concept: Past, Present, and Future, Academy of Marketing Science w Review, [Online] 2000(4), http://www.amsreview.org/articles/hoffman04-2000.pdf n ad lo Keller, K.L (1993), “Conceptualizing, Measuring, and Managing Customer-Based u yj th Brand Equity”, Journal of Marketing, 57(1), pp 1-22 yi Keller, K.L (1998), Strategic Brand Management: Building, Measuring, and pl Managing Brand Equity, New Jersey: Prentice Hall n ua al Keller, K.L (2001), Building Customer-Based Brand Equity: A Blueprint for va Creating Strong Brands, Working Paper Report No 01-107, Cambridge, MA.: n m ll fu Marketing Science Institute n oi Keller, K.L and Aaker, D.A (1992), The Effects of Sequential Introduction of t Brand Extensions, Journal of Marketing Research, 29(1), pp 35-50 z z Kirman, Amna, and Wright, P (1989), Money Talks: Perceived Advertising vb k m (December): 344-353 j ht Expenditures and Expected Product Quality, Journal of Consumer Research, 16 gm Lane, Viki, and Jacobson, R (1995), Stock Market Reactions on Brand Extension Marketing 59 (January): 63-77 om l.c Announcements: The Effects of Brand Attitudes and Familiarity, Journal of Lu an Lasscar, W., Mittal, B and Sharman, A (1995), Measuring Customer-based Brand n va Equity, Journal of Consumer Marketing, 12 (4): 11-19 (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity y te Extensions Have a Negative Impact, Journal of Marketing, 57(3), pp 71-84 re Loken, B and John, D.R (1993), Diluting Brand Beliefs: When Do Brand (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 49 of 52 Maxwell, Hamish (1989), Serious Betting on Strong Brands, Journal of Advertising t to Research, 29 (October): 11-13 ng hi Milgrom, Paul, and Roberts, J (1986), Price and Advertising Signals of Product ep Quality, Journal of Political Economy, 55 (August): 10-25 w n Moore, E.S., Wilkie, W.L and Lutz, R.J (2002), Passing the Torch: lo ad Intergenerational Influences as a Source of Brand Equity, Journal of Marketing, u yj th 66(2), pp 17-37 yi Nunnally, Jum, C and Bernstein, H (1994), Psychometric Theory, 3d ed New pl York: McGraw-Hill n ua al Oliver, R.L (1997), Satisfaction: A Behavioral Perspective on the Consumer, New n va York: McGraw-Hill fu m ll Pitta, D.A and Katsanis, L.P (1995), Understanding Brand Equity for Successful t n oi Brand Extension, Journal of Consumer Marketing, 12(4), pp 51-64 Rajh E., (2005), the Effects of Marketing Mix Elements on Brand Equity, z z Economic Trends and Economic Policy No 102, pp 30-59 vb j ht Roscoe, J.T (1975), Fundamental Research Statistics for the Behavioral Sciences k m (2nd ed.) New York: Holt, Rinehart and Winston gm Shimp, T.A (1997), Advertising, Promotion, and Supplemental Aspects of om l.c Integrated Communications, 4th ed Orlando, FL: Dryden an Lu Shocker, Allan, D., Srivastava, R.K and Ruekert, R.W (1994), Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue, n va Journal of Marketing Research, 31 (May), 149–58 of Brand Equity: A Financial Approach, Marketing Science 12 (Winter): 28-52 (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity y te re Simon, Carol, J and Sullivan, M.W (1993), The Measurements and Determinants (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 50 of 52 Smith, D.C and Park, C.W (1992), The Effects of Brand Extensions on Market t to Share and Advertising Efficiency, Journal of Marketing Research, 29(3), pp 296- ng 313 hi ep SPSS inc (2000), Advanced Statistical Analysis Using SPSS w n Sunde, L and Brodie, R.J (1993), Consumer Evaluations of Brand Extensions: lo ad Further Empirical Evidence, International Journal of Research in Marketing, 10(1), u yj th pp 47-53 yi Tabachnik, B.G and Fidell, L S (1989) Using multivariate statistics, 2nd ed pl Cambridge, MA: Harper & Row n ua al Osselaer, S.M.J and Alba, J.W (2000), Consumer Learning and Brand Equity, va Journal of Consumer Research, 27(1), pp 1-16 n fu m ll Yoo B., Donthu, N and Lee, S (2000), An examination of selected marketing mix t 195-211 n oi elements and brand equity, Journal of the Academy of Marketing Science, 28 (2): z z Zeithaml, V.A (1988), Consumer Perceptions of Price, Quality, and Value: A vb k m 22 j ht Means-End Model and Synthesis of Evidence, Journal of Marketing, 51 (July): 2- gm om l.c an Lu n va y te re (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity Page 51 of 52 APPENDIX: Questionnaire for quantitative survey t to ng hi ep w n ad lo yi u yj th pl n ua al n va m ll fu t n oi z z j ht vb k m gm om l.c an Lu n va y te re (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity (Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity(Luận.văn).the.effects.of.marketing.communication.on.brand.equity