The effect of communication media on dimensions of brand equily , luận văn thạc sĩ

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Cao Thi Hang THE EFFECT OF COMMUNICATION MEDIA ON DIMENSIONS OF BRAND EQUITY ID:22110016 MASTER OF BUSINESS (Honours) SUPERVISOR: Le Nguyen Hau Ho Chi Minh City – Year 2014 Abstract This study is aimed to explore the relative impact of social media and traditional media on customer-based brand equity dimensions in three groups of product market such as foods (Cocacola, Nescafe, Vinamilk), banking (ACB, Techcombank, Vietcombank) and electronics (Samsung, Sony, Toshiba) It then tests the impact of dimension of customerbased brand equity on purchase intention The study was conducted through two steps including preliminary research and formal research Preliminary research employed focus group discussion while formal research is quantitative research technique with a sample of 228 cases The Model used in this study based on the previous researches and qualitative study to identify factors in brand value chain The results show that both of traditional media and social media have a strong impact on dimensions of brand equity (brand awareness, brand association) Social media have a stronger impact on brand awareness and brand association compared to traditional media Additionally, brand awareness have no direct relationship with purchase intention In this research, there is no difference between firm created social media and user generated social media, these concept combined with each other Chapter 1: Introduction 1.1Background 1.2Research problem 1.3Research objectives 1.4Scope 1.5Research Structure Chapter 2: Literature Review 2.1Theoretical background 2.2A Brief Review of Previous 2.3Research hypotheses and M Chapter 3: Research Method 3.1Study Design 3.2Scale Development 3.2.4 Brand Awareness 30 3.2.5 Brand Association 31 3.2.6 Brand Attitude 31 3.3.7 Purchase Intention 32 3.3 Pilot Study (N=100) 33 3.3.1 Firm created Social Media 34 3.3.2 User generated Social Media 35 3.3.3 Traditional media 35 3.3.4 Brand awareness 35 3.3.5 Brand associations 35 3.3.6 Brand attitude 36 3.3.7 Purchase intention 36 3.4 Main Study 37 3.4.1 Brand name for research 37 3.4.2 Sample size and sample method 38 3.4.3 Data collection Method 38 Chapter Research Result 40 4.1 Reliability Analysis 40 4.2 EFA analysis 41 4.2.1 EFA group 42 4.2.2 EFA group 43 4.2.3 EFA group 45 4.3 CFA Analysis 47 4.3.1 Social Media 47 4.3.2 Brand Association 49 4.3.3 Brand Awareness 49 4.3.4 Research Model 50 4.4 Research Model Testing 52 4.4.1 The saturated model 52 4.4.2 Testing Theoretical Model 56 4.4.3 Testing Competitive model 59 4.4.4 BOOTSTRAP analysis for Theoretical Model (Refined) 62 4.4.5 Hypothesis testing 63 Chapter 5: Conclusions, Implication and Limitation 66 References 69 Appendix 73 LIST OF FIGURES Figure 2.1: Brand Value Chain Figure 2.2 Research Model Figure 3.1: Research Process Figure 4.1: CFA for Social Media Figure 4.2: CFA for Brand Association Figure 4.3: CFA for Brand Awareness Figure 4.4: Theoretical Model Figure 4.4: Competitive model Figure 4.5: SEM for The saturated model Figure 4.6: CFA for Theoretical Model Figure 4.7: CFA for Theoretical Model (Refined) Figure 4.8: CFA for Competitive model LIST OF TABLES Table 3.1: The measurement of scales Table 3.2: Firm created Social Media Scale Table 3.3: User generated Social Media Scale Table 3.4: Traditional Media Scale Table 3.5: Brand awareness Scale Table 3.6: Brand Association Scale Table 3.7: Brand Attitude Scale Table 3.8: Purchase Intention Scale Table 3.9: Reliability analysis of all items (Pilot test) Table 3.10: Reliability analysis Brand awareness, Brand association and Purchase intention (after deleted unsatisfied items) Table 4.1: Cronbach’s alpha of all items (Main study) a Table 4.2: Pattern Matrix a Table 4.3: Pattern Matrix Table 4.4: Pattern Matrix – after deleted variance with unsatisfied Table 4.5: Factor Matrix a Table 4.6: Covariance Table 4.7: SEM for Scale - Covariances: (Group number - Default model) Table 4.8: Composite reliability and Variance extracted for Scale Table 4.9: Briefly result of scale measuring Table 4.10: SEM statistics Table 4.11: Theoretical Model - Covariance Table 4.12: SEM statistics for Theoretical Model (Refined) Table 4.13: Theoretical Model (Refined) - Regression Weights (Unstandardized) Table 4.14 - SEM statistics Competitive model Table 15 - Competitive model - Regression Weights Table 4.16: Bootstrap Result Table 4.17: Bootstrap Result CHAPTER 1: INTRODUCTION 1.1 Background The rapid growth in the popularity of social media platforms (such as Youtube, social network, etc.) in recent years has raised the question of whether this phenomenon has reduced marketers’ control of brand management (Berthon et al 2007) Moreover, consumers are increasingly using social media sites to search for information and turning away from traditional media, such as television, radio, and magazines (Mangold and Faulds 2009); cited in Schivinski & Dąbrowski (2013) According to Burmann and Arnhold, 2008, the Internet and Web 2.0 have empowered proactive consumer behavior in the information and purchase process Based on the latest survey of the development of the Internet, social media, digital and mobile phones in Asia, Vietnam known as "the most interesting markets in Asia" The percentage of Internet users over total population is 34% (higher than the world average is 33%) In 2012, Vietnam has added 1.59 million new users (wearesocial.net, 2012) Additional, social networking, digital devices and mobile phone VN is growing astonishingly, internet users in Vietnam increased by 5% since late 2011 35% of mobile Internet users access social media content over the phone This is also one of facilities which helps social media of enterprise reach more target customers (wearesocial.net, 2012) The strong development of social networks create trends in the advertising in Social networks Advertising on social networks become a trend in over the world, they predicted that advertising on social networks will bring more than $ billion in revenue in 2015 This makes the enterprise pay attention to this channel of communication, and social media plays an important role in marketing strategy (wearesocial.net, 2012) Potential of communication via social media will be increased strongly in the future because internet in Vietnam gets more impressed development in near time For example, Da Nang installed nearly 400 Wi-Fi post cover through this province, ensuring 10,000 peoples can access at the same time in September 2013 In Vietnam, Da Nang city is the fourth city with free Wi-Fi coverage, after Hoi An, Ha Long and Hue (vnexpress.net, 2013) Ho Chi Minh City tended to set up free Wifi on bus for attracting more people use bus Along with the development of internet with high speed internet and increase quickly of mobile devices that makes Social Media become popular more than any marketing tool Additionally, consumers are turning away from traditional media such as TV, radio, or magazines and increasingly using social media to search for information (Mangold and Faulds, 2009) The advantage of social media is two-way interoperability on widespread but rarely the communication tools can reach before that Therefore, brand communication not only created solely by company, but also generated by users on Social Media communication This creates opportunities for enterprise social activities not only widely but also deeply Social media not only allows companies convey the message to the target customers but also build stronger relationships with them There are different effects between firm-created and usersgenerated in Social Media This research will examine effect size of social media and traditional media on dimensions of brand equity Social media include firm-created and usergenerated in Social Media Then, this study will test the impact of dimensions of brand equity on purchase intention 10 85 Table 5: Theoretical Model (Refined) - Regression Weights: (Group number - Default model) Parameter AWA AWA ASS ASS ASS PUR USE3 USE2 TRA3 TRA2 TRA1 ASS1 ASS2 ASS3 ASS4 ASS5 ASS6 PUR1 PUR3 FIR3 USE1 Table 6: Theoretical Model (Refined) - Standardized Regression Weights: (Group number - Default model) 86 Parameter AWA AWA ASS ASS ASS PUR USE3 USE2 TRA3 TRA2 TRA1 ASS1 ASS2 ASS3 ASS4 ASS5 ASS6 PUR1 PUR3 FIR3 USE1 87 88 Appendix 7: SEM for Competitive Model Table 1: Competitive Model - Regression Weights: (Group number - Default model) Parameter AWA AWA ASS ASS ASS PUR PUR ATT4 TRA3 TRA2 TRA1 ASS1 ASS2 ASS3 ASS4 ASS5 ASS6 ATT1 89 P PUR1