The effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY oOo - DIỆP THỊ PHƯƠNG THẢO THE EFFECT SOME MARKETING MIX ELEMENTS ON BRAND AWARENESS AND BRANK IMAGE MAJOR: BUSINESS ADMINISTRATION MAJOR CODE: 60.34.05 MASTER THESIS INSTRUCTOR: DR TRAN HA MINH QUAN Ho Chi Minh City – 2011 ACKNOWLEDGEMENT This thesis is dedicated to my family, friends, professors and classmates for their support and encouragement throughout my academic career Recently, these people have touched my life in many different ways First and foremost, I would like to give special thanks to Dr Tran Ha Minh Quan for being an excellent professor, advisor, thesis committee chair, and mentor I appreciate all the insight and time he put into helping me with my thesis I am also grateful to him for teaching me the basics, and advancing my knowledge and expertise I’d like to thank Dang Huu Phuc, who helped me in the data analysis Many thanks my professors and classmates in MBA class, Batch 17 for their valuable and enthusiastic support for this research study My special gratitude is extended to all instructors, staff and students at Faculty of Business Administration, University of Technology HoChiMinh City (HUTECH) for their support and the valuable knowledge during my study Last but not least, the deepest and most sincere gratitude go to my beloved parents, my husband, my daughter and my closest friends for their boundless support, abundant love and encouragement throughout my period of study I,therefore, dedicate this work as a gift to them all ABSTRACT The marketing effort orientated to towards strengthening the brand means to increase the degree of knowledge of the brand name In this paper we want to show the relationship between marketing effort and brand awareness and brand image Starting out from a theoretical review, we set out a model of effects of the marketing effort -as the brand's antecedents- on brand awareness and brand image In order to test the defined structural model and research hypotheses empirical research was conducted on the sample of undergraduate students of the Faculty of Business Administration in University of Techonology The structural model of the effects of marketing mix elements on brand equity is defined in line with the existing theoretical findings Research hypotheses are defined according to the identified structural model Research results indicate that the structural model has an acceptable level of fit to the empirical data The estimated structural coefficients and indirect effect coefficients indicate the direction and intensity of effects of each analysed element of marketing mix on brand awareness and brand image Finally, implications of research results for the theory and practice of brand management are analysed and discussed KEY WORDS: Brand Image, Brand Awareness, marketing effort, Measurement Model TABLE OF CONTENTS ACKNOWLEDGEMENT I ABSTRACT II TABLE OF CONTENTS III LIST OF FIGURES V LIST OF TABLES VI Chapter1 : Introduction ! # " ! Chapter : Literature review .7 # # & $% '' $ ( ) " ! * % '' % # + Chapter : Methodology 22 * " " ) * , " ' & - ! + Chapter : Research results .34 ( ) * ' * ! ! " /* "' " "* 1 % 1 & ! * * '' ! ! ' % % % '' '' % " ! + Chapter : Conclusions and implications 53 + ) + * ' " ' " "* ' ' " " ' ' # List of References 60 Appendix – Questionnaire (Vietnamese version) 63 Appendix - Descriptive Statistics of variables 67 - LIST OF FIGURES 3 3 5 5 3 3 3 5 5 5 3 3 % 2) 21 2( 2 2 2: % % 5! 5# 50 $ ' * ' " '+ * ' ' '' ' ' * ' % 76 '' ! # & && % * * " * % * % * * ! ! " ' '' ! ' ' ' * * ' '' - LIST OF TABLES 1 1 1 1 1 1 1 1 1 '* ' ' '* ' 5! ' 5# ' ; 2) * " ' * 3$ ' 21 5! ' 5# ) " ' "* 50 ' 5& ) " ' "*