However, Vietnamese domestic shoe brands have difficulty building a comparable brand awareness, and are often labeled as "durable and reliable" rather than trendy.While the demand for fo
Brand
A brand is a fundamental construct that includes elements like a name, term, symbol, or design, either individually or in combination Its central purpose is to delineate the products and services of a particular seller or group of sellers from those offered by competitors (M Ahmed, 2021) Brands act as a bridge between producers and consumers, assisting in the differentiation of similar products, creating confidence in the quality of the products, and guiding producers in establishing what they produce to maintain customer loyalty and product quality.
Brands play a crucial role in shaping a company's marketing strategy, both for self- promotion and for the advertisement of their products and services They influence customers' buying motives and confer a significant competitive advantage by investing resources in maintaining and improving their quality and reputation The American iv
Marketing Association Dictionary (2011) defines a brand as "the name, term, design,symbol, or any other feature that identifies one seller's product as distinct from those of other sellers."
Brand Equity and Purchase Intention
Brand Awareness
Brand awareness is a key component of brand equity, with support from Aaker in 1996, Shahrokhi in 1998, and Tong and Hawley in 2009 It represents a consumer's ability to recognize a brand, even when the connection to the product category is weak Shahid
(2017) underlines brand awareness’ influence on purchasing decisions Increasing brand awareness boosts the likelihood of a brand being considered, impacting purchase intentions, even when other brand associations are absent.
Brand Loyalty
Brand loyalty, a critical aspect of consumer behavior, can be elaborated based on research findings Rubini (2010) defined brand loyalty as the tendency of consumers to make repeated purchases within a specific product category This loyalty not only fosters higher profit margins and price positioning but also enhances overall revenue generation for businesses Further supporting this idea, Yupingliu (2007) provides evidence that loyal consumers exhibit a strong attachment to their preferred brand, often sticking with their choice even in the presence of promotional incentives and competitive offerings This commitment underscores the enduring nature of brand loyalty Additionally, brand loyalty is linked to consumer satisfaction, when consumers exhibit brand loyalty, it signifies their vi contentment with the brand's offerings, which can lead to enhanced customer retention and long-term profitability for businesses.
Perceived Quality
Perceived quality, per Kotler in 2008, includes product attributes that meet consumer needs Perceived quality, a key component of brand equity outlined by Aaker in 1991 and
1996, influences brand choice Several studies, such as Shahrohki in 1998 and Yoo,Donthu, and Lee in 2000, establish its importance Perceived quality motivates consumers to choose a brand, setting it apart from alternatives.
Brand Associations
Brand association, as articulated by Aaker (1991), plays a crucial role in enhancing the attractiveness of a brand This idea includes a variety of factors, such as how useful a brand is to consumers and how well it fits into their lifestyles These distinctive characteristics work together to give a product or brand its distinct identity and personality Brand associations can come together to create a consistent brand image when they are carefully arranged and controlled Therefore, these long-standing brand connections have a big impact on customer purchase intentions.
Other Proprietary Brand Assets
Severi et al (2014) indicates that proprietary brand assets, extending beyond existing literature, have a favorable influence on local brand footwear purchases Such proprietary assets may include unique design elements, limited edition releases, and exclusive collaborations that differentiate a brand in the highly competitive footwear market These are just a few examples of how a brand may stand out in the brutally competitive footwear market thanks to its proprietary assets These distinctive qualities increase a brand's appeal and have a significant impact on local consumers, encouraging positive purchase intentions The understanding of how distinctive and cutting-edge brand components contribute to a brand's success in attracting and retaining local customers in the footwear industry is further strengthened by this alignment with brand equity research.
Research Method 8
Research Design
This study employed a descriptive research design, which allowed for a comprehensive exploration of the influence of brand equity on consumer purchase intentions within the local footwear industry, with a specific focus on Ananas Shoes A descriptive design was chosen to provide an in-depth understanding of consumer perceptions and their relationship with brand equity dimensions.
Data Collection and Instrument
Primary data will be collected through online surveys The survey instrument employs a five-point likert-type scale to measure respondents' perspectives on brand equity dimensions and purchasing intentions.
The survey was structured into 3 distinct parts, each with a specific focus
PART 1: Some information about Ananas: This section provides a brief overview of the Ananas, and aims to determine how much the respondents already know about Ananas by asking if they are familiar with the brand.
PART 2: Main questions: This section aims to provide valuable insights into how consumers perceive and engage with the Ananas brand across various dimensions of brand equity.
PART 3: Respondent's information: This section collected basic demographic data to gain insight into the characteristics of the respondents.
Population and Sampling
The target population consists of UEL students engaging with Ananas shoes.Convenience sampling will be used to select a representative sample of at least 30 participants.
Data Analysis
Data analysis was conducted using statistical software, including PSPP version 2.0 andExcel The Likert-scale responses were processed to compute descriptive statistics,including means and standard deviations, etc to provide insights of the data.
Results: 9 1 Respondents
Brand Equity and Purchase Intention
Mea n Std Dev Minimum Maximum
Table 2 Brand Equity and Purchasing Intention
BA1 I easily recognize the logo of the Ananas shoe brand 3.81 BA2 I often see advertisements for the shoe brand Ananas 2.98
Figure 1 I easily recognize the logo of the Ananas shoe brand.
Variable 1 (BA1) has a mean score of 3.81 and evaluates the brand recognition of Ananas’s logo This indicates that, on average, respondents easily recognize the logo of Ananas wherever they go. xi
Figure 2 I often see advertisements for the shoe brand Ananas.
Variable 2 (BA2) has a mean score of 2.98 and measures the advertising exposure of Ananas This indicates that advertising efforts are needed if Ananas want to increase their brand awareness.
Brand awareness plays a pivotal role in influencing purchasing intention not only for Ananas but for local brand footwear in general High brand recognition is a valuable asset for local brands, and the industry as a whole can benefit from increased advertising efforts to further enhance their market position and appeal to consumers seeking local brand footwear options.
BAs1 I feel comfortable wearing Ananas shoes 3.62 BAs2 I feel that Ananas shoes suit my fashion style 3.72
Ananas products are hand sewn, so I feel they’re very special 3.64
Figure 3 I feel comfortable wearing Ananas shoes.
Variable 1 (BAs1) displays a mean score of 3.62, evaluating the comfort level of Ananas products On average, respondents find wearing Ananas shoes comfortable.
Figure 4 I feel that Ananas shoes suit my fashion style.
Variable 2 (BAs2) records a mean score of 3.72, assessing the compatibility of Ananas products with their customers' fashion styles This suggests that Ananas products align well with their customers' fashion preferences. xiii
Figure 5 Ananas products are hand sewn, so I feel they’re very special.
Variable 3 (BAs3) registers a mean score of 3.64, examining the uniqueness of hand- sewn Ananas products This signifies that respondents perceive Ananas products as special due to their hand-sewn craftsmanship.
Strong brand associations which included comfort, fashion preferences, and the uniqueness of hand-sewn products, has significantly influenced purchasing intention for Ananas Thus, the positive brand associations make local brand footwears an appealing choice for consumers.
PQ1 I feel Ananas shoes are cheap 3.77
PQ2 I feel that Ananas shoes are very durable 3.62
PQ3 Regarding the price, I feel the quality of Ananas shoes is worth it 3.85
Figure 6 I feel Ananas shoes are cheap.
Variable 1 (PQ1) displays a mean score of 3.77, evaluating the affordability of Ananas products On average, it appears that Ananas shoes are considered to be cheap, suggesting that consumers find them to fit their budget.
Figure 7 I feel that Ananas shoes are very durable.
Variable 2 (PQ2) focusing on the evaluation of the durability of Ananas products This implies that Ananas products are generally seen as long-lasting and capable of withstanding wear and tear, which is appreciated by consumers. xv
Figure 8 Regarding the price, I feel the quality of Ananas shoes is worth it.
Variable 3 (PQ3) registers a mean score of 3.85, examining perception of the value proposition This assesses whether consumers believe that the quality of Ananas shoes justifies the price they pay for them The high mean score indicates that the majority of respondents feel that Ananas shoes offer good value for their price, underlining a positive perception of the brand's pricing and quality balance.
Consumers who perceive Ananas products to be affordable, durable, and worth by price are more likely to purchase them These findings suggest that local brands can compete with established international brands by building a strong reputation for perceived quality which can appeal to consumers seeking for these products.
BL1 I'm willing to buy more Ananas products if I can 3.43 BL2 When I think about buying shoes, Ananas is my top choice 2.98 BL3 I tend to buy more Ananas shoes than other brands 2.87
Figure 9 I'm willing to buy more Ananas products if I can.
Variable 1 (BL1) has a mean score of 3.43 and evaluates the willingness to acquire further items from Ananas This indicates that, on average, respondents are receptive to purchasing more Ananas items.
Figure 10 When I think about buying shoes, Ananas is my top choice.
Variable 2 (BL2), with a mean score of 2.98, determines if Ananas is the best option when it comes to purchasing shoes This suggests that, on average, Ananas is not the first option for most respondents when it comes to purchasing shoes. xvii
Figure 11 I tend to buy more Ananas shoes than other brands.
Variable 3 (BL3) investigates the preference for Ananas shoes over other brands, with a mean score of 2.87 On average, respondents favor Ananas above other brands, although the preference is not overwhelming.
In conclusion, the data reveals that Ananas has some brand loyalty, with respondents slightly eager to acquire more Ananas items and a modest preference for Ananas over other brands However, it is crucial to remember that Ananas is not the first option for most respondents when it comes to purchasing shoes When local brands are able to build brand loyalty, they can compete more effectively with established international brands and increase their chances of success in the marketplace.
OBA1 I'm interested in the customer support services that the Ananas shoe brand offers 3.42
OBA2 I'm interested in the events or promotions of the Ananas shoe brand 3.51
Table 7 Other proprietary brand assets xviii
Figure 12 I'm interested in the customer support services that the Ananas shoe brand offers.
With a mean score of 3.42, variable 1 (OBA1) assesses the amount of interest in customer support services provided by the Ananas shoe brand This indicates that respondents have a modest level of interest in the Ananas brand's customer care services.
Figure 13 I'm interested in the events or promotions of the Ananas shoe brand.
Variable 2 (OBA2), with a mean score of 3.51, examines the amount of excitement for Ananas shoe brand events or promotional initiatives This implies that, on average, respondents are interested in the Ananas brand's events and promotional activities. xix
Finally, the findings show that respondents had a respectable level of interest in theAnanas shoe brand's customer support services and promotional events This indicates that the brand's efforts in these areas are well-welcomed by its intended audience.
Limitation 20 7 Conclusions and Recommendations 21 8 References 22 9 Appendices 23 9.1 Questionnaire
Evidences of data collection
Total No Yes Know very well Do not remember
Table 8 Some information about Ananas
Disagree Neutral Agree Strongly agree
I easily recognize the logo of the Ananas shoe brand.
I often see advertisements for the shoe brand Ananas
I feel that Ananas shoes suit my fashion style
Ananas products are hand sewn, so I feel they’re very special
I feel Ananas shoes are cheap.
I feel that Ananas shoes are very durable.
Regarding the price, I feel the quality of Ananas shoes is worth it.
When I think about buying shoes, Ananas is my top choice.
I tend to buy more Ananas shoes than other brands.
I'm interested in the customer support services that the Ananas shoe brand offers.
I'm interested in the events or promotions of the
Total Male Female Other xxvi
Total Year 1 Year 2 Year 3 Year 4 Other
Which year are you in college? 53 5 12 28 8 0
Over 5 millions VND What is your monthly income?
Evaluation Board
Student’s ID Task Description % of
K214070514 Find literature review, write research proposals, methodology, adjust research design, introduction, collect data, finalize docs, analyze data, track timeline.
K214070511 Find literature review, write research proposals, methodology, literature review, references, abstract, collect data, analyze data. xxvii
K214101936 Design slide (proposal + final), design questionnaires, online survey form, collect data.
K214101935 Find literature review, write research proposals, design questionnaires, online survey form, collect data, finalize docs format, write references, appendices.
K214100767 Find literature review, research design demo, present research proposal, collect data, analyze data, limitation.
K204071550 Research design demo, present research proposal, collect data, analyze data. xxviii