The topic is implemented with the objective: Studying the influence of logos and brand names in TQC on brand awareness of consumers in the context of Vietnam. Specifically as follows: Research the theoretical basis of brand awareness, the influence of advertising, messages, logos and brand names, the techniques of using elements in TQC to brand awareness of consumers. Develop a model to assess the impact of logos and brand names in TQC on brand awareness of Vietnamese consumers. Study the impact of adjusting logos and brand names in TQC to brand awareness of Vietnamese consumers, namely repetition, change in size and color...
CHAPTER INTRODUCTION 1.1 Research rationale The process of brand awareness of consumers has long been a matter of special concern for businesses, scholars and researchers For consumers, brand recognition is an important stage in the awareness process, and the basis for branding to be able to present in the minds of consumers (Howard & Sheth, 1969; Campbell, 1969; Narayana & Markin, 1975) From a business point of view, brand awareness in particular and brand awareness in general of consumers are considered as the result, the efforts of the business to build the brand's “own mark” in the minds of consumers How to use and impactively exploit brand elements in advertising? How can brand elements be combined into advertising message types?, etc are the questions posed to corporate executives In the world, many authors have studied the impact of advertising on consumer awareness such as Engel-BlackwellMiniard (1968), Mc Guire (1969), Dember (1980), G.Belch (2009), etc Some of the typical authors have opened the study of the impact of elements in advertising messages on consumer awareness such as Claude Hopkins (1923), David Ogilvy (1963), Rossiter and Percy (1978, 1987), Lutz and Lutz (1978), etc All of those studies have made significant contributions However, there is very little research into the impactive use of brand elements in advertising messages, such as repetition, resizing, and coloring and its impact on consumer brand awareness, especially in the context of research in Vietnam In recent years, the contribution of advertising to businesses, the economy and the society has not been confirmed This situation comes from three basic issues Firstly, in terms of awareness, despite positive changes in the perceptions of researchers, advertisers and regulators of the role and importance of advertising, such changes are still limited Secondly, in practice, Vietnamese enterprises often carry out this activity based on subjective knowledge and experience; they have not properly evaluated the importance of advertising in branding; they have unused factors on brand identity in advertising in a scientific way Thirdly, in theory, in Vietnam, there is a lack of in-depth research into the impact of advertising on consumer brand awareness, particularly on the impact of repetition, size and color of brand identity elements in advertising messages on consumer awareness process Therefore, the topic: “Impact of logo and brand name in advertising message on brand awareness of consumers: empirical research in banking sector” is chosen by the author for the doctoral dissertation 1.2 Research objectives, questions and tasks 1.2.1 Research objectives General research objective: To study the impact of logo and brand name in advertising messages on brand awareness of consumers in the context of Vietnam Specific research objectives: 1) Develop a model for assessing the impact of logo and brand name in advertising messages on brand awareness of Vietnamese consumers; 2) Study the impact of adjusting logo and brand name in advertising messages on brand awareness of Vietnamese consumers, namely repetition, change of size and color; 3) Make recommendations on the use of logo and brand name in advertising messages in the context of Vietnam 1.2.2 Research questions The general research question of the dissertation is: How does the use of logo and brand name in advertising messages affect brand awareness of consumers? Specific questions include: How does logo and brand name repetition in advertising messages affect brand awareness of consumers? How does changing logo size and brand name in advertising messages affect brand awareness? How does color change of logo and brand name in advertising messages affect brand awareness of consumers? How changes in repetition, size, color of logo and brand name in advertising messages affect brand awareness of consumers? How about the role of personal characteristics (age, gender) towards the impact of logo, brand name on brand awareness of consumers? 1.2.3 Research tasks Carry out a literature review of the awareness process and consumer awareness of brand, the impact of advertising on consumer awareness, messages, logo and the brand name, focus on of methods using factors in the development of advertising messages with impact on brand awareness of consumers; Build research model and research hypotheses with independent variables as repetition of logo and brand name in advertising messages, change in color and size of logo and brand name, and the dependent variable as brand awareness of consumers; design variables in the research model and collect empirical data in the context of advertising practice in Vietnam (by commercial banks) 1.3 Research objects The main research object of the dissertation is the impact of using and adjusting logo and brand name in advertising messages on brand awareness of consumers 1.4 Research scope The author selected to study their impact printed advertising messages The research background chosen by the author is leaflet advertising on banking services of commercial banks in Vietnam Timing: survey data were collected from 2016 to 2017 1.5 Research methodology The research process begins with a literature review of theoretical research in the world and in Vietnam, from which theoretical foundations and research model is formed The author selected empirical method, - a relatively common method in the field of advertising research To clarify the impact of repetition and change in size and color of logo and brand name in printed advertising messages on brand awareness of consumers, the author designed some leaflets for advertising with logo and brand name of the commercial bank (assumption) which is adjusted intentionally, then observed the level of public awareness (identity) for banking brand name for each sample and compared designed leaflets The author selected students (third and fourth year) of surveyed universities as this is a segment of the market in which many banks are focusing on exploitation In addition, students are a convenient sample of the author because the author is a lecturer at the university, so it is easy to access to students to collection information The author used the Chi-Square and Binary Logistics analysis methods to test the research hypotheses on impact 1.6 New contributions of the dissertation In theory: The dissertation builds a theoretical model that demonstrates the impact of the use of logo and brand name in advertising messages on brand awareness of consumers Specifically, research findings have shown that repetition, resizing and color use when displaying logo and brand name in advertising messages has a positive impact on brand awareness of consumers; in practice: The results of the dissertation help commercial bank managers in particular and advertising specialists in Vietnam in general to better understand the role and importance of proper use of logos and brand names in advertising messages with impact on brand awareness of consumers; logo and brand name in advertising when adjusting color, repetition and size and will have different impact on consumer brand awareness On the basis of these findings, brand managers in businesses, real-time advertising professionals can find control and coordination methods when using logo and brand name in advertising.to improve the efficiency of building brand awareness of consumers 1.7 Structure of the dissertation The dissertation is divided into chapters with the following specific contents: Chapter Introduction; Chapter Theoretical background and literature review of the role of logo and brand name in advertising for consumer awareness process; Chapter Research methodology; Chapter Research results; Chapter Conclusion and recommendations CHAPTER THEORETICAL BACKGROUND AND LITERATURE REVIEW ON THE IMPACT OF LOGO & BRAND NAME IN ADVERTISING ON BRAND AWARENESS OF CONSUMERS 2.1 Brand awareness of consumers The process of awareness is defined by Christian (1989) that is the process by which consumers become aware of the marketing environment surrounding them and explain it in their own way in accordance with their frame of reference Henry (1995) has two phases of consumer awareness, namely (1) recognition (retrieval and screening of information needed) and (2) recall (information is stored in memory for use as needed) Engel, Kollat, Backwell (1968) outlined innovations in comparison to previous models, including (1) The variables that affect purchasing behavior are grouped into individual characteristics, environmental environments and the context associated with consumers; (2) The model is built with stages of awareness processes (awareness, attention, knowledge, acceptance, recall); (3) The model that shows the process of consumer buying decisions consisting of five steps: identifying, finding information, evaluating options, purchasing decisions and after-sales responses (Figure 2.1) These studies show that consumer awareness are a complex process with levels from low to high, and depending on the degree of impact of stimulus, consumers will have changes in the process of cognitive development Information Input Decision making Affecting factors processing Identifyin g needs Recognition Internal search Stimulus Informati on search Attention Understand ing Accepta nce Environment factors Evaluating measures Storage Buying decision Memorizing Personal characteristics Conseque nces Information search Satisfying Dissatisfy ing Figure 2.1: Process of awareness of consumers Source: Engel, Kollat, Backwell (1968) In terms of brand awareness, Engel, Kollat, and Blackell (1968) have identified stages of awareness, attention, knowledge, acceptance, recall, perception, formation of (positive or negative) attitudes The authors affirmed the role and importance of stimulus for brand awareness process and suggested that stimuli awareness is the first step in the awareness process Sharing the same perception on stages on brand awareness process, McGuire (1969) identifies the five stages of awareness process including: awarenessattention-knowledge-accept-recall (Figure 2.2) Awareness Attention Knowledg e Accept Figure 2.2 Stages in the consumer brand awareness process Recall Source: McGuire (1969) Awareness: William N Dember (1999) considers an individual realizes that there is an environmental impact, with three levels of stimulation: (1) the minimum level: the intensity of the stimulus is just enough to create perception and initiate awareness process; (2) the maximum level: there is no increase in excitability; (3) degree of difference: these are changes in stimuli that an individual may perceive Attention expresses the ability to process information after individuals recognize the stimulus Knowledge is the interpretation of the meaning of the stimulus, made primarily by the individual comparing the stimulus with the information stored in his memory There are three steps in the process of knowledge: (1) stimulus classification; (2) explanation of stimulus (based on the concept available in memory); (3) organizing and arranging the stimulus (newly processed) Accept means an individual can understand the stimulus Recall, which is the final stage of the awareness process, is known as the activity of storing stimulus information into consumer memory In summary, the studies of authors such as Piaget, Werner and Kaplan (1963), Engel, Kollat and Blackell (1968), Duval, Shelley, Wicklund and Robert (1972), Lane, Richard, Schwartz & Gary (1987) , Christian (1989), etc and especially McGuire (1969) have made some important conclusions (1) consumer awareness is a process consisting of many stages (2) the first stage in the awareness process is recognition, which is a special stage, because it is the basis for consumers to operate the next stage; (3) the final stage is recall; (4) stages occur only when the consumer receives sufficient stimulus and acquires new information Table 2.1 Studies on awareness and consumer awareness process Emotional level Engel-Kollat-Blackell (1968) Dussart Christian (1989) Recognition Attention Knowledge Accept Behavioral level Recall Authors Awareness process Cognitive level Duval, Shelley, Wicklund and Robert A (1972), McGuire (1969) Assael Henry (1995) Physical contact Recognition Psychological contact Attention Knowledge Individual emotions Accept Accept Recall Recall Source: Collected by Author In studies of consumer awareness process, McGuire's (1969) study was the most widely acknowledged research for scientifically validating, analyzing, and explaining this problem in a clear and specific view of the process of consumer awareness 2.2 Impact of advertising on brand awareness of consumers Stokes (1985), Rossiter and Percy (1987) have demonstrated that advertising is an activity that helps to create a brand in consumer awareness Meanwhile, Keller (1993) suggested that there is a positive relationship between brand awareness and visual elements such as advertising image Donthu, Cherian, and Bhargava (1993) have shown that ads have a certain impact through ad placement Frances and Vriens (2004) point out that the impact of advertising will vary according to the level of exposure, the motivations of consumers, and in particular the involvement of brand elements in advertising Lehnert, Till, and Carlson (2013) point out that innovative advertising messages have a positive impact on consumer awareness and brand recall Sawant (2012) explores the role of elements in advertising messages, demonstrating that there are two factors that are the prominence of the brand and the way in which brand elements are used in advertising messages Steeburg (2012) argues that new advertising messages will have a positive impact on consumer awareness Fidelis (2016) examines the impact of gender on the recognition and recall of consumer brands Raziq et al (2017) found a relationship of skepticism and brand image chains from advertising Luu Van Nghiem (2010) analyzes the impact of advertising on the public and its impact on socio-economic life in Vietnam Duong Thi Bach Kim (2010) studied the impact of population communication on parishioners, which demonstrated advertising and propaganda as two important activities in creating change in awareness and behavior of the subjects Vu Minh Duc (2011) argues that the development of advertising messages includes message content, message language and message form 2.3 Advertising message, logo and brand name 2.3.1 Advertising message Advertising message concept: Advertising message is the core element of advertising, reflected through words, images, sounds, etc (Akhilap, 2016) According to Belch (2010), advertising message is a system of stimulants used in advertising Thazhakkal (2016) stated that advertising message is the focal point that consumers will notice through words or images Advertising message structure: According to Akhilap (2016) the structure of an advertising message consists of Title (word or image); Content expressed in words, images or sounds with value propositions; Slogan expressed through words, brand name, expressing the differences to help brand positioning with the involvement of brand awareness factors Thazhakkal (2016) again divided the structure of advertising message into three groups: (1) stimulants; (2) value proposition; (3) slogans and brand elements Rossiter and Percy (1978, 1990) argue that the structure of an advertising message is divided into two groups: words/letters; Art as image; Brand elements (logo, brand image, color, brand name); Text & audio The authors also have a different way of dividing advertising message as visual and verbal (Figure 2.4) Initial response Advertising message structure Visual image reflection Next response Positive / Negative Image Message awareness Text Verbal message recognition Positive/ Negative Additional images: personal photos, visual images Cognitive and emotional aggregation (attitudinal reinforcement) Additional words: emotional response Figure 2.4 Advertising message structure Source: Rossiter and Percy (1978, 1990) In summary, the typical advertising message structure includes: (1) Written or spoken language, brand name, message content; (2) Image as character image and background, brand logo; (3) colors, including brand identity color; (4) Sound, for example, brand music In addition, the structure of the message depends on the placement of the message components in space, time, and means 2.3.2 Logo and brand name According to Zajonc et al (1972), logo is a simple visual factor to achieve specific communication goals Sharing the same view, Wheeler (2009) claims that a logo is a visual sign of a brand According to Moore (2011), logo is a visual graphic form that is designed to incorporate character patterns, logos, or branding expressions that display brand personality Neumeier (2010) claims that brand name includes meaningful terms Bornstein (1989) defines a brand name as a part of a brand that includes words able to be read and written in the name of a product, service, or company Kotler and Arthur (1998) propose a broader concept which conceives that a brand name is a term, or a combination of a term with a sign or a symbol As for Aaker (1991), brand name is a fundamental element of a brand 2.4 Methods and techniques for developing advertising messages with impact on brand awareness of consumers 2.4.1 Use of Image factor According to Toglia and Battig (1978), Pezdek and Evans (1979), images are visual elements that relate to people, objects or places Paivio (1971) showed the substitution for word (text) of image; and the ability to replenish and repeat of image Shepeard (1967) demonstrated the impactiveness of creating awareness depending on the method used in advertisement Ogilvy (1963) has shown the influence of image through its reflection form Wright (1979) has shown some ways of combining image and word in advertising messages to help consumers with their brand awareness Bruce & Young (1986) developed the brand awareness model through distinctive images Kim, Min Seo and Chang (2017) said that it is more impactive through contextual advertising In contrast to the above studies, Kosslyn (1980) focuses on clarifying the relationship between the size of timage in advertising messages and brand awareness of consumers Percy and Rossiter (1983) investigated the impacts of two variables related to image presentation in advertising: image size and color Rik Pieters, Michel Wedel (2004) demonstrated the size of brand directly corresponds with the ability to recognize and pay attention to consumers Adomaitis and Johnson (2008) analyzed their psychological responses to the use of images in advertising Anna Watson, Natascha Katharina Lecki and Mohamed Lebcir (2015) have discovered the role of image size and the extent to which brand awareness affects different groups of people 2.4.2 Use of color Wilson, (1966) said that color is thought to be the human brain's response Dooley and Harkins (1970) demonstrated the impact of color on emotional transmission Percy & Rossiter (1983) argue the response to brand Thilakarathne (2015) has proven that color is a factor that is capable of producing a very strong visual appeal Singh (2006) suggests that color enhances the consumer's ability to aware and recall the brand Steven Bleicher (2010) argues that color is a factor that affects awareness and recall in different contexts Räisänen and Jauffret (2017) regard color as a symbolic symbol for the recipient Hussain and Nizamani (2011) argue that size, location and color are the most influential factors for brand awareness Panigyrakis and Kyrousi (2015) confirms the impact of color on attention and recall of consumers in different advertising contexts 2.4.3 Use of language (words) Hirschman (1985) points out that language in advertising is an important factor in generating positive consumer awareness and emotions Piller (2003) argues that language is an important factor in message that affects consumer awareness Bruthiaux (2005) argues that language has the capacity to motivate and persuade the object directly and strongly through various forms and in different contexts Harris et al (2012) use language in advertising to influence brand awareness and recall of consumers Noriega and Blair (2008) may use words as a strategic tool to influence consumer awareness and behaviors Domzal, Hunt & Kernan (2015) use special words that increase public awareness and recall In Vietnam, some authors, such as Dinh Kieu Chau (2011), Bui Diem Hanh (2013), Tran Thi Hien (2012), also studied the language of communication and demonstrated the influence of language on consumer awareness, especially in social media 2.4.4 Use of music Morris & Boone (1998) argue that music affects awareness and emotional response of consumers Harker (1994) points out that branding enables consumers to recognize brands faster According to Stout & Leckenby (1988); Gorn (1982); Park & Young (1986), music creates awareness and recall of consumers towards the brand Stout & Leckenby (1988) also found that music was a branding sign in advertising messages that affected consumers at different stages Lantos and Craton (2011) argue that the impact of music on brand awareness and attention depends on different conditions Hollebeek, Malthouse, and Block (2016) point out that music is an important element of consumer attention, helping them recognize brand identity and enhance communication Clynes & Nettheim (l982); Alpert & Alpert (l990) Zimny and Weidenfeller (1961) found a relationship between music and emotional responses Rossiter & Percy (1991) argue that music in advertising affects all stages of consumer awareness 2.4.5 Use of logo, brand name Brand logo is a visual factor, a basis for identifying and distinguishing brands and products (Herr et al., 1996) Logo is the only basis for identifying distinct advantages of brand in consumer awareness (Aaker, 1991) According to Henderson and Cote (1998), distinctive logo helps to rekindle the sense of familiarity and brand awareness, etc Brand name is also an important factor in recognizing and recalling brand in advertising (Keller, Heckler and Houston, 1998) According to Marjit (2007), brand name makes it easier for consumers to recognize and distinguish a business from its competitors Park et al (2013) have demonstrated the positive impact of logo and brand name on advertising to brand awareness 2.4.6 Some techniques to adjust the factors used in advertising messages Nordhielm (2002) shows that when stimuli occur once in a message, the level of awareness of consumer is low; when stimuli appear twice in a message, the level of awareness of consumer is higher; but when stimuli are increased 03 times or more, they may create a negative reaction of consumers Janiszewski and Meyvis (2001) have shown that consumer awareness will increase with the use of appropriate stimulation repetitions, and that familiar logos are more quickly recognized by consumers Pracejus (1972, 1995) reacted to an unfamiliar brand when changing frequencies Brett A.S Martin, Vicky ThuyUyen Le Nguyen, Ji-Yeon Wi (2017) demonstrated the repeat of advertising messages helps consumers have the higher ability to recognize the brand 2.4.7 Overview of theoretical issues on methodologies and techniques using factors in the development of advertising messages Methods and techniques to use image in building advertising messages: use image in combination with language (word and text); use distinctive image; image size; use project brand image Methods and techniques for using color in building advertising messages: Use physical impact of color; Use colors in different contexts; Methods and techniques for using words in the development of advertising messages: use literary forms: Studies have proven that different types of literatures in advertising messages have different impacts on the perceptions and feelings of consumers; use contextual text; use bilingual language Methods and techniques of using music in building advertising messages: compare music; use brand name music Methods and techniques of using logo & brand name in building advertising messages: use visual signs; use distinctive signs; use signs combined with information on benefits Methods and techniques for adjusting the design of elements in advertising messages: frequency (number of times) of repetition; repetition time; changing frequency of repetition; repetition of advertising messages 2.5 Research gap, hypotheses and model 2.5.1 Research gap Firstly, the theoretical studies of brand awareness, the relationship between brand awareness and advertising, typically by Engel, Kollat & Backwell (1968), McGuire (1969), William N Dember (1999), etc has proven that awareness is the first stage, and the critical stage affecting subsequent stages of consumer brand awareness; Secondly, advertising has had a great deal of research with different approaches, typical authors such as Stokes (1985), Rossiter and Percy (1987), Frances and Vriens (2004), Lehnert, Till and Carlson (2013), etc.; this is an intriguing subject that does and will continue to be the topic studied by the authors; Thirdly, the research focuses on various theoretical areas such as research on advertising messages and design of advertising messages, typical authors such as Belch (2010), Akhilap (2016), Thazhakkal (2016), etc., which hereafter continuity is considered to be a fascinating field studied by many authors; Fourthly, with regard to the design of advertising messages, typical writers such as Toglia and Battig (1978), Pezdek and Evans (1979), Seitz & Johar (2013), Kim, Min Seo & Chang (2017), etc This is also considered as an interesting research topic which will continue to be studied According to the overview of studies on the above issues, the dissertation shows the following research gap: Methods and techniques to design advertising messages: most of the authors focus only on technical studies such as repetition, size, etc There is very little research into the methodology and technique of combining repetition, color and size of brand elements in an advertising message, thus greatly limiting the impactiveness of the advertising message to brand awareness of consumers; brand factor in advertising messages: Few researches incorporate brand elements in advertising messages and their impact on brand awareness It is therefore difficult to exploit the impactiveness of brand elements in brand that affects brand awareness of consumers; brand awareness: Few studies focus on the impact of advertising on consumer brand awareness while recognizing the brand is the first stage in the awareness process Therefore, it will be difficult to point out the impacts of advertising design methods and techniques on each stage of the project and it is difficult to propose concrete applications in practice Research in Vietnam: Discrete and traditional research studies, with very few in-depth studies exploring the impact of brand elements on advertising messages, while these are meaning and very practical subject-matter studies Therefore, studying the impact of logo and brand name in advertising messages, especially logo and brand name adjustment method/technique in advertising messages for consumer brand awareness in the context of commercial banking sector in Vietnam, can be a research gap that has both scientific and practical meaning 2.5.2 Research hypotheses: H1: Logo & brand name color: advertising message with colorful logo & brand name will increase consumer brand awareness compared with advertising message with black and white logo & brand name; H2: Logo & brand name repetition: advertising message with logo & brand name repeated 02 times will increase consumer brand awareness compared with advertising message with unrepeated logo & brand name; H3: Logo & brand name size: Advertising message with large logo & brand name will increase consumer brand awareness compared with advertising message with small logo & brand name (50%); H4: Combination of color and repeat: Advertising message with colorful and repeated logo & brand name (02 times) will increase consumer brand awareness compared with advertising message with black & white and unrepeated logo & brand name; H5: Combination of size and repetition of logo & brand name: advertising message with large and repeated logo & brand name (logo and brand name appear twice in an advertising message) will increase consumer brand awareness compared with advertising message with small and unrepeated logo & brand name size (50%) (logo and brand name appear once in an advertising message); H6: Combination of color and size of logo & brand name: Advertising message with colorful and large logo & brand name will increase consumer brand awareness compared with advertising message with black & white and small logo & The whole research process is carried out in the following order: Literature review - Brand awareness The impact of advertising on brand awareness Advertising message, logo & brand name Methods and techniques for building advertising messages with impact on brand awareness of consumers Research design Testing hypotheses Conclusion and recommendations Figure 3.1 Research process Research model and hypotheses - Choosing the context of leaflet advertising for commercial banking services Designing banking & brand name (assumption) Designing patterns (variants) of advertising messages in which logo and brand name is adjusted Designing brand identity board Expert consultation Standardized design: logo & brand name, samples (variants) of advertising message Standardizing brand identity board Sampling - Empirical survey - Chi-Square Regression with Binary logistics - Research findings Conclusion and recommendations - Data collection Research gap Source: Designed by Author 3.1.2 Empirical research methodology: To test hypotheses, the author selected empirical research methodology According to D.G Kabe & A.K.Gupta (2007), empirical research is the method of collecting information that is well suited to research on advertising According to Steve Miller (2005) empirical research is the scientific method through which procedures are used to evaluate theory in a controlled context The empirical research methodology is in line with the research objectives of the dissertation It is to change the structure of advertising message and to look at the response of the audience, thereby deepening the relationship between nature, identifying the rules, detecting the components and mechanisms 3.2 Selection of research context 3.2.1 Overview of commercial banks in Vietnam In the world, commercial banks have been formed and developed for hundreds of years associated with the development of commodity economy In Vietnam, the banking sector was established in 1951 In recent years, facing up with international economic integration, the banking system has developed rapidly and has become an important financial institution of the national economy 3.2.2 Advertising activities of commercial banks in Vietnam In recent years, many commercial banks in Vietnam have paid much attention to this activity However, because there is no scientific basis, few Vietnamese commercial banks carry out this activity in a simple manner, even if consumers have a negative reaction to the use of logo and brand name in inadequate advertising With these assessments, commercial banking is a suitable context for the author to conduct empirical research on the impact of the use of logo and brand name in advertising messages to brand awareness of consumers 3.2.3 Role of logo in advertising of commercial banks in Vietnam Logo and brand name have roles in advertising such as: Representativeness; Applicability; Repeatability; Reflecting and maintaining brand identity; Invisibility; Competitiveness; Brand protection 3.3 Design of research variables and scales 3.3.1 Independence variables: Advertising leaflets for banking services with adjusted logo and brand name To ensure objectivity in research, the author chose to create a hypothetical bank, with logo and brand name that had never appeared, and designed: (1) preliminary design: advertising leaflets; assumed logo; assumed bank name The author designed the leaflets for this service Design adjustment: Consultation of experts Based on the review of the context, research objectives, expert consultation, relevance, pragmatism and objectivity, the formal design was proposed out In addition, the banking service chosen for advertising is loan for study abroad, a service addressed to students and parents Moreover, when adjusting the size of logo and brand name, the author chose a small size equal to 50% of full size Table 3.4 Encoding of advertising leaflets LEAFLET Logo and brand name 01 TIME 02 TIMES COLORFUL Size 100% A C BLACK & WHITE of Small (50%) B D size Size 100% A1 C1 of Small (50%) size B1 D1 Source: Designed by Author 3.3.2 Dependent variable: Brand awareness In the research model of the dissertation, the dependent variable focuses mainly on consumer brand awareness Measurement of awareness: Using the direct measurement method, by asking the respondents after watching the advertising message, whether they recognize the brand through those following three methods: No support; Partial support; Completed support The author selected the cognitive measurement method used by Rossiter and Percy (1978) and Eric Van Steenburg (2012), which is consistent with the characteristics, context of the survey, and the nature and objectives of the research Designing logo and brand name identity board Expert consultation for standardizing the design of logo and brand name identity board 3.3.3 Official questionnaire The structure of the questionnaire consists of three parts: (1) Explanation of the meaning of logos, brand names; (2) Logo and brand name identity board with two questions; (3) Personal information (demographics) of the respondents 3.4 Selection the method of public exposure to leaflets Based on empirical survey methodology by Percy & Rossiter (1983), Janiszewski & Meyvis (2001): Option 1: Respondents view all 08 leaflets Option 2: Respondents view only 01 leaflet Considering the advantages and disadvantages of each option, as well as survey options of Percy and Rossiter (1983) and Janiszewski & Meyvis (2001), option was chosen by the author due to its suitability with the research model, research objectives, as well as actual conditions Thus, respondents were exposed to one of the eight versions of advertising message, in similar and closely controlled conditions, namely: Space (context); Answer sheets were issued at the same time for each respondents; Survey time between the 08 survey groups was the same 3.5 Sample selection and data collection For data to be collected by quantitative method to ensure objective reliability, sample should be representative and accurately reflect the parameters of the whole population, according to Oyeyemi, Adewara and Adeyemi (2010) Empirical research methodology requires the author to closely control the similarity of the respondents In fact, the sample selected by the author had some characteristics as follows: Respondents during empirical time were not affected by external factors: space in a classroom; they are all students; age group structure did not have much difference between 3rd year students and 4th year students, aged 18-22, there are a few subjects over 23 years (9%); sex ratio in the group was not too different, male accounting for 40-45% and female accounting for 55-60%; number of sample units: 3rd year students including 250 (36%), and 4th year student including 436 (64%) 3.6 Data analysis method Chi-Square test: According to Carlos F.Daganzo (2005), chi-square test is used to test the relationship between identifiers or hierarchical identifiers The test helps determine whether there is a relationship between the two variables or not In SPSS, P-Value is the Sig value In the test results table, α is the allowed level of tolerance in the test, i.e., the ability to ignore hypothesis (H0) despite the fact that H0 is true If α = 5%, the maximum error tolerance is 5%, from which the reliability of test (1 - α) = 95% H0: 02 independent factors; H1: 02 not independent elements (dependent) Impact analysis using the regression model with Binary Logistics: Logistic regression analysis is a technique for analyzing the relationship between independent variables (in the case of quantitative or qualitative variables) with dependent variable as a binary variable SUMMARY AND CONCLUSIONS OF CHAPTER Chapter focuses on presenting the research context, research process including research design, manipulation of independent and dependent variables (1) independent variable (impact factor); (2) Dependent variable: Brand awareness: To build dependent variable, the author has designed the logo designation & brand name The author selects a brochure contact, the subject (each group) contacts a single leaflet, and the context chosen for the survey is independent Finally, the author presents a method for analyzing data through ChiSquare test of Carlos F.Daganzo (2005) to examine the relationship between variables and logistic regression analysis for dependent binary variables CHAPTER RESEARCH RESULTS 4.1 Descriptive statistics on empirical research 4.1.1 Statistics on the number of people surveyed according to individual characteristics The author conducted a formal study with third and final year students who are studying economics at universities in Hanoi The total number of students participating in the experiment was 800, the study collected 700 responses, of which 14 non-standard, such as not enough information, incorrect answer Thus, the actual number of questionnaires used for the analysis is 686, meeting the sample size requirement Participants in the survey included groups of 81 to 97 students, corresponding to 08 versions of leaflets Most of students are at age 18-22, who are studying economics at universities in Hanoi A few are older than 23 who are also enrolled in economics colleges in Hanoi Due to the gender composition of university students in this field, women proportion are relatively higher than men proportion (59% / 41%) 4.1.2 Right and wrong name brand and logo awareness rate after viewing the advertisement Statistics show that the right and wrong awareness rate of brand name through the brand name and logo are significant differences, specifically: the right awareness through brand name is 370/686 (53%) and wrong awareness is 316/686 (41.6%) While recognizing through logo is 222/686 (32.4%) and recognizing the wrong logo is 464/686 (67.6%) As can be seen, the logo is more likely to be confused, difficult to recognize and remember than the brand name This could be a very interesting finding for advertisers 4.1.3 Statistics of right and wrong awareness on leaflets Statistics show that right/wrong customer awareness are significantly different due to different types of leaflets Specifically, consumers have ability to recognize correctly reached 55/81 (accounting for 68%) for the leaflet C (color, size 100%, logo and brand name appeared twice in advertising message) In contrast to the 26/87 (30%) of the leaflets (black and white, size 50%, logo and brand name appeared once in a league) It shows that sample leaflet B1 is more likely to be misleading than the sample leaflet C This is also a significant finding for advertisers 4.2 Hypotheses test on the effects of brand and logo adjustments 4.2.1 Hypothesis H1 on the effect of color Table 4.6 Chi-square test compares two cases of black-and-white and color flyers Ratio % Percentage Correct False True False Total Identification Brand name Black White awareness & 138 204 342 40 60 Color 178 166 344 53 47 83,259,342 24 76 344 60 Logo awareness Black and white Color 139 205 40 % Pearson- Asymp.Sig Chi(2-Sided) square 8,960a 0.003 20.405a 0.000 Source: The analysis result of author’s survey data Regarding to variables "recognizing brand name" Chi-Square value = 8.960a (sig = 0.003), with variables "recognizing logo" Chi-Square = value 20,405a ( sig = 0.000) Thus, it can be concluded that color affects consumer’s brand awareness, hypothesis H1 is supported In addition, it is possible to see the effect of color on the brand identity through the logo more clearly than the brand name awareness 4.2.2 Hypothesis H2 about the effect of repetition Table 4.7 Chi-Square test comparing two cases of repeated /flyers Identification True False Total Ratio % Percentage % unreleasedPearson- Asymp.Sig Correct False Chi - square (2-Sided) Recognize Do not 144 the name repeat (the TH brand name appears 01 6.239 Repeats (brand name appears 172 204 348 41 59 166 338 51 49 times)a 0.001 02 times) Recognize Do not 92 repeat logo (logos appearing once) Repeat (brand logo appeared 02 times) 130 256 348 26 74 208 338 38 62 11,327a 0.001 Source: The analysis result of author’s survey data Turning to variables Chi-Square = 6,239a (sig = 0.001), Chi-Square = 11,327a (sig = 0.001) for the "Logo awareness" variable Thus, it indicates that repetition has an impact on consumer brand awareness The H2 hypothesis is supported, and the effect of repetition on brand awareness through the logo is more pronounced than on the brand name 4.2.3 Hypothesis H3 about the effect of size Table 4.8 Chi-Squarecompares two cases of full- and small-size flyers Identification True False Total Ratio % Percentage % ChiropracticPearson- Asymp.Sig Correct False Chi-square (2-Sided) 177 157 Full Brand 12.582 name awareness Small 139 213 (50%) Full 140 194 Logo awareness 27.148 Small 82 (50%) 270 334 53 47 352 39 61 334 42 58 352 23 77 (100%)a 0.000 (100%)a 0,000 Source: The analysis result of author’s survey data For the "brand name awareness" variable, the Chi-Square value = 12,582a (sig = 0.000) For the "logo awareness" variable Chi-Square = 27,148a (sig = 0.000) Thus, it can be concluded that size has a strong influence on consumer brand awareness, and the H3 hypothesis is supported Again, the effect of size adjustment on logo awareness is higher than the brand name awareness The results of testing the H1, H2 and H3 hypotheses show that the effect of color, repetition and size is more pronounced for logo awareness rather than brand name awareness 4.2.4 Hypothesis H4 about effects of repetitive pattern matching and use of color Table 4.9 Chi-Square test the combined effects of repetition and colors Recognize True False General Brand name Other cases awareness 224 Repeat Color Logo awareness * 92 Other cases 138 Repeat * 83 Mystery Rate% correct Rate% wrong Pearson- Asymp.SigChisquare (2-Sided) 7718a 0.003 31 126a 0.000 296 520 43 57 74 166 55 45 391 520 27 73 83 166 50 50 Source: The analysis result of author’s survey data Variables "Brand name awareness" Chi-Square value = 7.718a (sig = 0.003), with variables "logo awareness" Chi-Squar value e = 31.126a (sig = 0.000) Thus, it concludes that repetition and color combinations have a significant effect on consumer brand awareness, hypothesis H4 is supported In addition, the effect of repeated adjustments combined with color to logo awareness is higher than the brand name awareness 4.2.5 Hypothesis H5 of the effects of repetitive combinations and size adjustments Table 4.10 Chi-Square test the combined effects of repeat size True False General Recognize Brand awareness Logo awareness Rate% correct Rate% wrong Repeat 103 * For the full 19,189 67 170 61 39 Other cases 303 516 41 59 94 170 45 55 213 Repeat 76 * For the full (100%) Pearson- Asymp.SigChisquare (2-Sided) (100%)a 0.000 15.734a 0,000 Other cases 146 370 516 39 61 Source: The analysis result of author’s survey data Regarding to "brand name awareness" variable, the Chi-Square value = 19.189a ( sig = 0.000), for the "Logo awareness" variable Chi-Square = 15.734a (sig = 0.000) Thus, it concludes that repeated size combinations have a significant effect on consumer brand awareness Hypothesis H5 is supported At the same time, the impact of repeatable adjustments combined with size to brand name awareness is higher than recognizing the logo 4.2.6 Hypothesis H6 about the effect of color combination and size adjustment Table 4.11 Chi-square test on color combination effect with size Identification Brand awareness True False Total Ratio % Correct Mystery * For the full 97 16,286 Other cases Logo awareness 219 305 Mystery * For the full 87 (100%) Other cases 65 75 135 389 Percentage Pearson% False Chisquare 162 60 40 524 42 58 162 54 46 524 26 74 Asymp.Sig (2-Sided) (100%)a 0.000 44,133a 0,000 Source: The analysis result of author’s survey data With "Brand name awareness" variable, the Chi-Square value = 16,286a (sig = 0.000), for the "Logo awareness" variable Chi-Square = 44.133a (sig = 0.000) Thus, it shows that color combinations of dimensions have a significant effect on consumer brand awareness Hypothesis H6 is supported As with H5, the impact of color matching on the logo is higher than the brand name awareness The results of the H4, H5 and H6 hypotheses show that the effect of color combinations on repeatability, color and size on brand awareness through logo is significantly more pronounced than on brand awareness However, the repetition and the size has higher effect on brand name awareness than the logo awareness 4.2.7 Hypothesis H7 about the Regulatory Role of Age and Gender on the effect of leaflet Design Method on Brand awareness 4.2.7.1 Regulatory Role of Age Table 4.12 Inspect the Age's Regulatory Role for Color, Repetition, and Size Effects to Brand Names Awareness B SE Wald df Sig Exp (B) Age 23,482 40192 0,000 1,000 1578 Repeat 0452 0166 7,394 0007 1501 Dimensions 0,166 20,958 0,762 0,000 2,142 Color 0,167 5,9240,015 0,406 1,501 Age * Mystery -21 530 40 192 0,000 1,000 0,000 years old * Size -2420 0610 15,735 0000 0089 Age * Repeat -0047 0656 0005 0943 0955 Constant -1026 0169 36 834 0000 0.3658 Source: The analysis result of author’s survey data According to Binary logictics Results, variable Age and size combination are statistically significant (B = -2.420, and sig 0.05), Age with Repetition is B = -0.047, sig = 0.05) (Table 4.11) Thus, the independent variable Age has no relation to Brand name awareness However, Age has the role of regulating the influence of Size to brand name awareness Table 4.13 Validating the Age's Regulatory Impact to Color, Repeat and Size to Logo Awareness B SE Wald df Sig Exp (B) Age -21,619 40192 0,000 1,000 0,000 Repeats 0,181 8,6980,003 0,533 1,704 Dimensions 0888 23 828 0000 2492 Color 0,181 23,306 0,873 0,000 2.4395 Age * Mystery 20,927 40193 0,000 1,000 0122644 Age * Size 0470 0620 0576 0448 1601 0181 Age * Repeat 0441 0638 0.15477 0490 1554 Constant -1916 0201 91 263 0000 0147 Source: The analysis result of author’s survey data Performing a similar analysis to test the regulatory role of Age on effect of Color, Form and Repeat on Logo Awareness, the author uses the binary logistic regression with dependent variable is Brand name awareness (with two possibilities: right / wrong) (Table 4.12) Results shows that the coefficients of age independent variable as well as age (Age, Age, Age, and Repeat) are not statistically significant (sig> 05) It shows Age has no impact on Logo awareness 4.2.7.2 Regulatory Role of Gender Table 4.14 Examine Gender's Regulatory Impact on Color, Repeat, and Size Effects to Brand Name Awareness B SE Gender 0,330 0,1630,697 0,875 Repeats 0213 Dimensions Wald df Sig 0204 1,090 Exp (B) -0,133 0297 1237 0,206 9,0440,003 0,619 1,856 Color 0,204 4,5880,032 0,438 1,550 Gender * repeat 0,322 2,0820,149 0,465 1,592 Gender *mystery 0221 0325 0461 0497 1.1247 Gender * size -0181 0328 0062 0804 0922 Constant -0858 0217 15 664 0000 0424 Source: The analysis result of author’s survey data Binary logictics Results (Table 4:13 ) shows that gender variables as well as combined variables (Sex with Color, Sex and Repeat, Sex and Size) are not statistically significant (sig.> 0.05) Thus, Gender does not regulate the effects of Color, Repeat, and Size to recognize brand names Table 4.15 Examine the Gender's Regulatory Role on Color, Repeat and Size Effects to Logo Awareness B SE Wald df 3,640 Sig Exp (B) Gender 0,4150,650 0,453 -0,792 Repeats 0329 0219 2,267 0013 1390 Dimensions 0,223 0,685 9,419 0,002 1,985 Color 0750 0222 11 448 0001 2117 Gender * Repeats 0,360 3,3070,069 0,655 1,925 Gender * Color 0390 0369 1113 0219 1476 Gender * Dimensions 0638 0366 3029 0082 1892 Constant -1680 0251 44 781 0000 0186 Source: The analysis result of author’s survey data In conclusion, the regulatory role of Age and Gender Effects of Adjusting Leaflet Designs (Color, Image Reproduction and Size Adjustment) to brand awareness, binary logistics analysis results indicate that Age regulates the Influence of size adjustment on Brand Name Awareness (B = -2.420, sig