(Luận văn thạc sĩ) brand loyalty of office women toward cosmetic products in vietnam

UNIVERSITY OF ECONOMICS HOCHIMINH CITY International School of Business Hoang Thi Le Thuy BRAND LOYALTY OF OFFICE WOMEN TOWARD COSMETIC PRODUCTS IN VIETNAM STUDENT ID: 22120140 MASTER OF BUSINESS BY HONOUR SUPERVISOR: Dr DINH CONG KHAI Ho Chi Minh City - 2015 ACKNOWLEDGEMENTS I would not have been able to complete my thesis without the advice, assistance, understanding and encouragement of a number of people I would like to gratefully and sincerely acknowledge their assistance and support First of all, the most important person I would like to thank is my supervisor, Dr Dinh Cong Khai Thanks to his valuable advice and generous guidance throughout the journey of this reseach, I can finish my thesis Secondly, I would like to thank all of the staff at International School of Business – University of Economics Ho Chi Minh City who are always enthusiastic and give me a lot of administrative support, assistance and understanding Furthermore, I would like to express my grateful thanks to my friends and all the respondents who participated in filling the questionnaires and provided the valuable information for this study Finally, I would like to give my gratefulness to all classmates who have been sharing with me all their knowledge and experience as well as happiness and difficulties during MBA course I would not complete my thesis without their encouragement and support Personally, I wish to express my deep gratitude to my parents and my brother for their spiritual support and encouragement during the time of study In brief, it has been a long journey and I have grown in so many ways I would like to say “thank you” again for the involvement of everyone who has helped me to complete this thesis June 6, 2015 Ho Chi Minh, Vietnam, Hoang, Thi Le Thuy Abstract For cosmetic industry, it is essential for businesses to understand the critical factors that influence brand loyalty of office women toward cosmetic products These issues are critical to the long term business success of any industry Based on the literature reviews in the thesis, this study empirically examines the roles of the factors: brand awareness, perceived quality, brand image and brand trust on brand loyalty of office women toward cosmetic products in Vietnam The test processes in a sample of 138 cosmetic users who are office women working in office buildings Ho Chi Minh City Using a five-point Likert- scale to measure data together with some methods of data analysis (Cronbach‟s Alpha test, Exploratory factor analysis and Multiple regression analysis), the findings confirm that brand awareness, perceived quality, brand image and brand trust has the positive effect on brand loyalty Extracted from the findings of this research, in order to receive the loyalty of women toward cosmetic products, cosmetic brand must set up effective strategies marketing to keep improving and maintaining the brand image, brand awareness, brand trust as well as perceived quality The results of this research are important for cosmetic businesses to enhance and improve their competitiveness, in other words, to become successful and have more loyal customers, which will ultimately result in more profitability Key words: customer retention, brand loyalty TABLE OF CONTENTS CHAPTER INTRODUCTION .1 1.1 Research Background 1.2 Research Problem 1.3 Research Objectives 1.4 Scope and Research Methodology of Study 1.5 Significance of the Study 1.6 Research Structure CHAPTER LITERATURE REVIEWAND RESEARCH MODEL 2.1 Brand .7 2.1.1 From the traditional viewpoint of brand 2.1.2 From the synthetic viewpoint of brand 2.2 The Customer-based Perspective of Brand Equity 2.2.1 Brand equity 2.2.2 The customer-based perspective 2.3 Brand Loyalty 11 2.4 Brand Awareness 11 2.5 Perceived Quality 12 2.6 Brand Image 13 2.7 Brand Trust 15 2.8 Conceptual Model 16 2.9 Hypothesis .16 2.10 Summary .17 CHAPTER RESEARCH METHODOLOGY 18 3.1 Research Design 18 3.2 Research Process 18 3.3 Measurement scale 21 3.3.1 Brand loyalty 21 3.3.2 Brand awareness 21 3.3.3 Perceived quality 22 3.3.4 Brand image .22 3.3.5 Brand trust 23 3.4 Question Design 23 3.4.1 Questionnaire structure 23 3.4.2 Qualitative research 24 3.4.3 Quantitative research 26 3.5 Data Collection Method 26 3.6 Sampling Design 26 3.6.1 Population 26 3.6.2 Sample size 27 3.7 Data Analysis Method 28 3.7.1 Data code .29 3.7.2 Cronbach‟s alpha 29 3.7.3 Exploratory factor analysis (EFA) 29 3.7.4 Multiple regression analysis 30 3.8 Summary .31 CHAPTER DATA ANALYSIS .32 4.1 Preliminarily Data Analysis 32 4.1.1 Cleaning and screening data 32 4.1.2 Profile of respondents .33 4.2 Evaluating the Measuring Scales 34 4.2.1 Cronbach‟s alpha Reliability analysis 34 4.2.2 Exploratory Factor analysis 37 4.2.2.1 Exploratory factor analysis (EFA) for independent factors 37 4.2.2.2 Exploratory Factor Analysis (EFA) for dependent factor 39 4.2.2.3 Summary of Exploratory factor analysis (EFA) 41 4.3 Hypothesis Testing 41 4.3.1 Correlation analysis .42 4.3.2 Test of assumptions .43 4.3.3 Regression analysis .44 4.3.4 Explanation for the finding results of the hypotheses 47 4.4 Summary .48 CHAPTER CONCLUSIONS AND IMPLICATIONS 49 5.1 Conclusion .49 5.2 Managerial Implications 49 5.2.1 Brand awareness 50 5.2.2 Perceived quality 50 5.2.3 Brand image 51 5.2.4 Brand trust 52 5.3 Limitations and Future Research 52 LIST OF TABLES Table 3.1 Measurement scale of brand loyalty 21 Table 3.2 Measurement scale of brand awareness .22 Table 3.3 Measurement scale of perceived quality 22 Table 3.4 Measurement scale of brand image 23 Table 3.5 Measurement scale of brand trust 23 Table 3.6 Measurement scale of the research after doing qualitative research 25 Table 3.7 The result of collecting questionnaires 28 Table 4.1 Descriptive Statistics of Sample 34 Table 4.2 Cronbach‟s alpha result 36 Table 4.3 KMO and Bartlett's Test 37 Table 4.4 Total Variance Explained .38 Table 4.5 First EFA analysis results for the independent factors 39 Table 4.6 KMO and Bartlett's Test 40 Table 4.7 Total Variance Explained .40 Table 4.8 Component Matrixa 40 Table 4.9 Description of the correlation among variables 42 Table 4.10 Model Summary 44 Table 4.11 Anova 45 Table4 12 Coefficients .45 Table 4.13 Summary of hypotheses testing result .47 LIST OF FIGURES Figures 2.1 Conceptual model 16 Figures 3.1 Research Process .20 Chapter Introduction 1.1 Research Background The history of cosmetic industry spans at least 6,000 years along with the development of human history The Food and Drug Administration (FDA) has defined cosmetics as something that intends to be applied on the human body for cleansing, beautifying, promoting attractiveness, or altering the appearance without affecting the body's structure or functions, (Lewis, 2000) Cosmetic is generally considered to be makeup products However, they indeed present in different forms, varying from powders, body makeup, soap, shampoo, and toothpaste (Kumar, Massie, & Dumonceaux, 2006) Cosmetic industry is considered to be one of the fastest-growing industries in the business arena The research of Kumar (2005) has showed that cosmetic products account for approximately 18% of the entire global market for cosmetic, toilet, and fragrance The dramatic growth of the market not only exists in the Western hemisphere, due to the trend of globalization, the markets of cosmetic products gradually develop in the regions such as Asia, Eastern Europe and South America which represent a progressive consumption in the cosmetic markets (Kumar, 2005) In addition, with the growth of global economics, the cosmetic and fragrance industry show a successful performance with an average of 5% growth rate among the industries every year (Kumar, 2005) In the traditional agricultural society like Vietnam, cosmetic seemed to be luxury products to Vietnamese people in the past However, due to the improvement of living standard, people have generated more and more demands toward cosmetic In some cases, cosmetic becomes one of daily necessities to some people People are even willing to pay a big amount of money for the sake of taking care of the beauty of face and skin by buying trusted cosmetic For example, through a survey, Q&Me (2015) studies the routine of using cosmetic of Vietnamese women This survey states that Vietnamese women often makeup Specially, the survey showed that 24% women makeup daily and 44% women makeup at least once a week That means about 68% women often use cosmetic to makeup excluding cosmetic for skin care Also, Nguyen (2012) notes that cosmetic market in Vietnam very potential In addition, Nielsen (2013) indicates that only 34% of Vietnamese customers seemed to be loyalty Based on this result, it shows that office women seemed to be not much loyalty to cosmetic brand Nevertheless, office women more and more have high demand for using cosmetic products In addition to, high brand loyalty could generate more profits and lower many aspects of cost spent by the organization Thus, measuring customers‟ perception for cosmetic brand equity in Vietnam becomes very important and necessary That will be the basis for improving the brand equity for cosmetic industry It is essential to reveal the factors that influence the brand loyalty by examining determinants of brand loyalty Then, research results will support the brand loyalty theory through understanding the meaning of the factors that affect office women‟s loyalty toward the cosmetic brands Thereby, the results also provide marketing managers with insights of establishing a more comprehensive business strategy to keep customers loyal to the cosmetic brand 1.2 Research Problem The cosmetic market is regarded as one of the most competitive market with an enormous potential in business and innovative brands which are developed rapidly every day in order to enter this lucrative market It is stated that cosmetic industry is a “very lucrative, innovative fast paced industry” (Kumar et al., 2006, p.286) Namely, innovation is significant and considered to be the key to success In addition, the extent of competitiveness in the cosmetic market becomes more and more fierce Owing to the volatility of the cosmetic market which is included by a variety of brands and products, the role of establishing, consolidating and maintaining competitive advantages becomes more and more important In order to achieve competitive advantage and efficiency, businesses have to seek profitable ways to differentiate themselves The necessary thing to survive and maintain customer revisits is to understand customers‟ needs and their expectations Numerous of researches have indicated the importance of brand loyalty The aim of studying brand loyalty is to unveil the factors that give rise brand loyalty and provide insights for managers to sustain a competitive brand So, brands create higher customer loyalty, the higher profit the company receives, which means that this brand has high value (Aggarwal, 2004) Several previous studies have investigated about the brand loyalty and consuming cosmetic products with many different components from many other aspects Such as the impact of factors of brand loyalty on cosmetic purchase intention of Iranian female consumers (Kambiz and Leila, 2012), investigation about how the respondents are influenced by factors of brand loyalty towards cosmetics brands (Khraim, 2011), the effects of using internet in consuming cosmetics (Lee, Wu, Lin & Lee, 2014) and the effects of emotional aspects and functional ones on customers‟ decision-making towards cosmetics (News Rx Health & Science (2011) These above reaches evaluate the effect of brand loyalty toward cosmetic brand by using different components and aspects In Vietnam, there are also many researches about cosmetic products and the relationship between determinants of brand loyalty toward cosmetic industry Besides, the target customers of cosmetic companies are principally female consumers Along with the development of cosmetic‟s history, it has become more and more familiar to women Especially, cosmetic have even become one of daily necessities to most of office women Office women in this research are considered as women working in office businesses, school or institute Office woman is one of biggest segments of cosmetic market for women They also account for big amount of women residents who are consuming cosmetic products in Ho Chi Minh City Most of them have high demand of cosmetic products for their daily activities and supporting their job demand Moreover, they mostly have jobs and stable income to maintain their need toward trusted cosmetic Therefore, they are expected to contribute significantly to the consumption of cosmetic As a result, the market segment of office women is potential for cosmetic industry to conquer However, it does not find out a specific research about components influencing 60 Pappu, R., & Quester, P (2006) A consumer-based method for retailer equity measurement: Results of an 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of Marketing, 52(3), 2-22 63 APPENDICES Appendix A: In-depth Interview’ refinement measurement scale Original measurement scales Comments Final measurement scales Brand loyalty Respondents suggest to change 2) I will continue to buy Cosmetics “needs” into “demands” to meet 2) I will continue to buy Cosmetics brand X when having need brand X when having demand Vietnamese situation Brand awareness Respondents suggest changing “brand I like” into “brand X” It is applied through the questionnaire 11) When thinking of Cosmetics, I 11) I am aware of the cosmetic Besides, respondents suggest to can easily think about the brand I like modify to understand easily Cosmetics brand X 12) Some characteristics of To make the sentence easy to 12) I can now describe the cosmetic brand I like come to my understand, respondents suggest to Cosmetics brand X when mind quickly revise the sentences interrogated Respondents suggest this negative 14) I have difficulty in imagining sentence should not be put in the cosmetic brand I like in my mind questionnaire Removed 15) Cosmetic brand I like is of high Respondents suggest revising the 15) In my opinion, cosmetic brand quality sentences to make it more clarified X is of high quality class Perceived quality Respondents suggest removing this sentence because in Vietnamese 19) Cosmetic brand I like must be culture, its meaning seems to be very good quality similar to sentence 16 Removed Respondents suggest this negative 20) Cosmetic brand I like appears sentence should not be put in the the way of very poor quality questionnaire Removed To make the sentence easy to 22) Cosmetics brand X shows me 22) Cosmetic brand I like has a understand, respondents suggest clear image of high quality reputation for high quality changing the sentences cosmetic products Brand image 64 Brand trust All sentences are easy to understandable by interviewees Other suggestions Make sure that respondents a survey about a specific brand of cosmetic with a specific function For example, an observation must present perceptions of a respondent about brand cosmetic X with one function of mascara only 65 Appendix B: Questionnaire English version SURVEY Dear Ladies My name Hoang Thi Le Thuy, a student of MBA program at ISB Institution – Economics University of Ho Chi Minh City I am studying about brand loyalty of women toward cosmetic products in Vietnam We wish Ladies for taking the time to answer this survey Note, there is no right or wrong answer All reviews of Ladies are valuable for this study Sincere thanks to the support of Ladies PART 1: GENERAL INFORMATION You often use cosmetic several times per week ? □1 time □2-3 times □4-5 times □ > times Cosmetic Brand which you are familiar with is (specify): You use cosmetic to (specify a function): _ (for example, to skin care: face lotion, body lotion, face cleanser, etc.; to make up: mascara, lip stick, liquid foundation, UV protective cream, etc.) □ Make up □ Skin care □ Make up and Skin care □ The others The average cost for each time buying cosmetic? (million dong) □ < 0,2 m □ 0,2 – 0,5 m □ 0,5- 0,8 m □ > 0,8 m PART 2: MESUREMENTS Call (X) is cosmetic Brand which you mentioned above Please indicate the level of your agreement for the following statement Note that, all statements must be used to evaluate cosmetic brand with only one specific function that you mentioned in the part above by ticking (√) in the box corresponding to: Box 1: Strongly disagree Box 2: Disagree Box 3: Neutral 66 Box 4: Agree Neutral (3) Strongly Agree (2) Agree (1) Disagree Brand Loyalty Strongly Disagree Box 5: Strongly Agree (4) (5) My first choice is cosmetic brand X I will continue to buy Cosmetics brand X when having demand The same as me, my friends and the people I know want/ prefer to (use) cosmetic brand X I will not buy other cosmetic brands if the brand X is not available at the store If having other cosmetic brands which are as good as the brand X, I still buy cosmetic brand X I think that cosmetic brand X is superior to other cosmetics brands I will introduce cosmetic brand X to my friends and relatives Comparing with other cosmetic brand, I feel more confident when Neutral (3) Strongly Agree (2) Agree (1) Disagree Brand Awareness Strongly Disagree buying cosmetic brand X (4) (5) I know what cosmetic brand X looks like 10 I can recognize cosmetic brand X among other competing brands 11 When thinking of Cosmetics, I can easily think about the Cosmetics brand X 12 I can now describe the Cosmetics brand X when interrogated 13 I can quickly recall the symbol or logo of cosmetic brand X when 15 In my opinion, cosmetic brand X is of high quality class Neutral (3) Strongly Agree (2) Agree (1) Disagree Perceived Brand Quality Strongly Disagree thinking of that brand (4) (5) 67 16 I think the likely quality of cosmetic brand X is extremely high 17 The likelihood that cosmetic brand X would be functional is very high 18 The likelihood that cosmetic brand X is reliable is very high (3) Strongly Agree (2) Agree (1) Neutral Brand Image Disagree Strongly Disagree 19 Cosmetic brand I like must be very good quality (4) (5) 21 Cosmetic brand X is well- known and prestigious 22 Cosmetic brand X shows me clear image of high quality cosmetic products 23 I think cosmetic brand X makes users feel fashionable and confident when using it (3) Strongly Agree (2) Agree (1) Neutral Brand Trust Disagree Strongly Disagree 24 Cosmetic brand X is number one among cosmetic brands (4) (5) 25 I trust cosmetic brand X 26 Cosmetic brand X delivers the quality products as promised 27 The quality of cosmetic brand X is always continuous and consistent 28 Cosmetic brand I like delivers the functions as promised in its advertisements PART 3: OTHER INFORMATION Please tell us the following information to serve the classification and presentation of statistical data: Age: □ < 25 old □25- 35 old □35- 45 old □ > 45 old Career: □ Manager □ Staff □ Worker □ Other Income per month: □ < m □ 5- 10 m Thank you so much for your kind support! □ >10 m 68 Vietnamese version PHIẾU KHẢO SÁT Kính gửi Chị, Tơi tên Hồng Thị Lệ Thủy Tơi sinh viên chương trình “Thạc Sĩ Quản Trị Kinh Doanh” Trường Đại học Kinh tế TP.HCM – Viện Đào Tạo Quốc Tế (UEHISB) Hiện nay, thực đề tài nghiên cứu lòng trung thành thương hiệu phụ nữ loại hàng mỹ phẩm Việt Nam Rất mong Chị dành thời gian trả lời Phiếu khảo sát Lưu ý, khơng có câu trả lời hay sai Tất ý kiến Chị có giá trị cho nghiên cứu Chân thành cám ơn hỗ trợ Chị! PHẦN THÔNG TIN TỔNG QUÁT Chị thường sử dụng mỹ phẩm trung bình lần/ tuần? □1 lần □2-3 lần □4-5 lần □ Trên lần Thương hiệu mỹ phẩm mà Chị thường dùng ( ghi rõ): _ Chị thường sử dụng mỹ phẩm để (ghi rõ chức năng): (ví dụ: Để dưỡng da như: dưỡng da mặt, sữa dưỡng thể, sữa rửa mặt v.v; Để trang điểm như: mascara, son môi, phấn nền, phấn trang điểm v.v) Chi phí trung bình cho phần mua mỹ phẩm bao nhiêu? ( triệu đồng) □ Dưới 0,2 tr □ 0,2 – 0,5 tr □ 0,5- 0,8 tr □ Trên 0,8 tr PHẦN NỘI DUNG ĐÁNH GIÁ Gọi (X) thương hiệu mỹ phẩm mà chị đề cập Các chị xin vui lòng đánh giá mức độ đồng ý chức hãng mỹ phẩm X mà chị đề cập đến phần (chú ý: đánh giá chức hãng mỹ phẩm xuyên suốt bảng khảo sát) Chị vui lòng đưa phát biểu cách đánh dấu (√) vào ô tương ứng theo quy ước từ thấp đến cao sau: Hồn tồn khơng đồng ý Khơng đồng ý 69 Trung lập (khơng có ý kiến) Đồng ý Hoàn toàn đồng ý Đánh Giá Sự Trung Thành Đối Với Thương Hiệu Hoàn Hoàn tồn Khơng Khơng tồn khơng đồng có ý Đồng đồng đồng ý kiến ý ý ý (1) (2) (3) (4) (5) Sự lựa chọn thương hiệu mỹ phẩm X Khi có nhu cầu mua mỹ phẩm, tiếp tục mua thương hiệu X Bạn bè người tơi quen biết u thích dùng thương hiệu mỹ phẩm X giống Nếu mỹ phẩm thương hiệu X khơng có cửa hàng, tơi không chọn mua thương hiệu khác mà tìm mua cửa hàng khác Tơi mua mỹ phẩm thương hiệu X, cho dù có thương hiệu khác trơng tốt giống Tôi nghĩ thương hiệu mỹ phẩm X vượt trội so với thương hiệu mỹ phẩm khác Tôi giới thiệu thương hiệu mỹ phẩm X cho bạn bè người thân So với thương hiệu mỹ phẩm khác, cảm thấy tự tin chọn mua mỹ phẩm thương hiệu X Đánh Giá Sự Nhận Thức Thương Hiệu Tôi biết thương hiệu mỹ phẩm X trông ( tên gọi, logo, biểu tượng & mẫu thiết kế v.v để phân biệt với thương hiệu khác) 10 Tơi nhận thương hiệu mỹ phẩm X thương hiệu khác 11 Khi đề cập đến mỹ phẩm, dễ dàng nghĩ đến thương hiệu mỹ phẩm X 12 Tơi mơ tả thương hiệu mỹ phẩm X có người hỏi Hồn Hồn tồn Khơng Khơng tồn khơng đồng có ý Đồng đồng đồng ý kiến ý ý ý (1) (2) (3) (4) (5) 70 13 Tôi nhanh chóng hình dung logo biểu tượng thương hiệu mỹ phẩm X nghĩ đến thương hiệu Đánh Giá Về Chất Lượng Nhận Thức Của Thương Hiệu Hồn Hồn tồn Khơng Khơng tồn khơng đồng có ý Đồng đồng đồng ý kiến ý ý ý (1) (2) (3) (4) (5) 15 Theo đánh giá, thương hiệu mỹ phẩm X cho dịng sản phẩm chất lượng cao 16 Theo tơi, chất lượng mỹ phẩm thương hiệu X có lẽ tốt 17 Theo tơi, chức mỹ phẩm thương hiệu X tốt 18 Theo tôi, khả tin cậy thương hiệu mỹ phẩm X cao 19 Chất lượng mỹ phẩm mà chọn mua dĩ nhiên phải tốt Đánh Giá Hình Ảnh Của Thương Hiệu Hồn Hồn tồn Khơng Khơng tồn khơng đồng có ý Đồng đồng đồng ý kiến ý ý ý (1) (2) (3) (4) (5) 21 Thương hiệu mỹ phẩm X tiếng có uy tín 22 Thương hiệu mỹ phẩm X cho tơi hình tượng rõ ràng mỹ phẩm có chất lượng cao 23 Theo tôi, thương hiệu mỹ phẩm X khiến cho người dùng cảm thấy sành điệu tự tin dùng 24 Theo tơi, thương hiệu mỹ phẩm X số số thương hiệu Đánh Giá Độ Tin Cậy Của Thương Hiệu Hồn Hồn tồn Khơng Khơng tồn khơng đồng có ý Đồng đồng đồng ý kiến ý ý ý (1) (2) (3) (4) (5) 25 Tôi tin tưởng thương hiệu mỹ phẩm X 26 Thương hiệu mỹ phẩm X cung ứng sản phẩm có chất lượng giống hứa hẹn 27 Chất lượng mỹ phẩm thương hiệu X ln trì qn 28 Thương hiệu mỹ phẩm X cung ứng sản phẩm có đầy đủ chức quảng cáo PHẦN THÔNG TIN KHÁC Xin Chị vui lịng cho biết thơng tin sau để thuận lợi cho việc phân loại trình bày liệu thống kê: Nhóm tuổi: □ Dưới 25 tuổi □25- 35 tuổi □35- 45 tuổi □ Trên 45 tuổi 71 Nghề Nghiệp: □ Nhà quản lý □ Nhân viên VP □ Công nhân □ Khác Mức thu nhập/ tháng: □ < triệu đồng □ 5- 10 triệu đồng XIN CHÂN THÀNH CẢM ƠN SỰ GIÚP ĐỠ CỦA CHỊ ! □ >10 triệu đồng 72 Appendix C: Histogram, Normal Regression & Scatter plot of Dependent Variable 73 74 Appendix D: Total Variance Explained Exploratory Factor Analyses - analysis results for the independent factors after deleting item BA11 Total Variance Explained Initial Eigenvalues Component Total % of Variance Cumulative % 6.396 39.972 39.972 2.648 16.551 56.524 2.050 12.812 69.335 1.405 8.778 78.114 706 4.412 82.526 606 3.790 86.316 529 3.306 89.622 388 2.422 92.045 306 1.915 93.959 10 236 1.475 95.435 11 209 1.309 96.743 12 161 1.005 97.749 13 142 890 98.639 14 110 685 99.324 15 065 407 99.731 16 043 269 100.000 Extraction Method: Principal Component Analysis Extraction Sums of Squared Loadings Total % of Variance Cumulative % 6.396 39.972 39.972 2.648 16.551 56.524 2.050 12.812 69.335 1.405 8.778 78.114 ... quality, brand image and brand trust on brand loyalty of office women toward cosmetic products in Vietnam The test processes in a sample of 138 cosmetic users who are office women working in office. .. to women Especially, cosmetic have even become one of daily necessities to most of office women Office women in this research are considered as women working in office businesses, school or institute... brand loyalty of office women toward cosmetic products in Vietnam by measuring factors of brand equity Therefore, in order to fulfill the gap of relationship between components of brand equity in