Summary of doctoral thesis in business administration customer based brand equity a case study on brand of traditional pottery village in the northern provinces of vietnam

1 CHAPTER 1: INTRODUCTION 1.1 Reason of study (2008); Kim et al (2008); Xu & Chan (2010); there are some approaches from the employee perspective, such as King and Grace (2009); Youngbum Kwon (2013); Ashforth and Mael In fact, rural industry development has always been the top target of the Vietnamese (1989), etc If the employees are satisfied with their jobs and working environment, etc, they will government Two main measures to achieve this goal are to build industrial parks and develop traditional craft villages Among the measures, developing traditional craft villages serve the customers more enthusiastically and transfer such satisfaction to the customers in the rural area plays an important role in creating jobs and income for a large number of rural workers accounting for 68.1% (double the number of urban workers which is 31.9% According to the result of Census 2019) [120] Developing traditional craft villages can help researchers in marketing study as “if a brand makes no sense or value to the consumers, in the to meet the increasingly diversified needs of the consumers, develop the economy, increase the quantity of exported products - increase foreign currency earnings, increase GDP of the country The development history of Vietnamese culture, economy, and society always accompanies the development history of craft villages Pottery is one of the oldest traditional occupations in Vietnam In the context of international integration and the implementation of new-generation free trade agreements (ETA), promoting pottery is to not only preserve and promote the national cultural identity but also contribute to the sustainable economic development in rural areas The study is useful and necessary for Vietnam as pottery products from traditional craft villages face increasingly high competition from imported products or industrial pottery products Particularly, while the pottery products imported from China and mass production factories are at low prices, the cost of traditional crafts still increases due to the scarcity of inputs, etc Many pottery craft villages and households had to give up the traditional occupation One of the main reasons is that they are not aware of the importance of brand equity (perceptions and behaviors of customers towards the brand) as well as the importance of using the trademark as an advantage to increase loyalty, generate higher profits, expand investment and increase competitiveness in the market In theory, in the document review process, the author found many conflicting opinions, However, customer-based brand equity is the dominant approach and used by most of the end, it is meaningless to investors, manufacturers, retailers, employees” (Cobb-Walgre et al., 1995) In recent years, many academic and experimental studies have been made both domestically and internationally on CBBE for many tangible products (televisions, cameras, washing machine, cars, consumer goods) or services (hospital, university, insurance) However, the author's study is new with a new research object (there is no official research on the collective brand equity of traditional pottery village in the Northern provinces of Vietnam with research population who are customers of the northern pottery villages, with a new research scope (traditional pottery villages in the northern provinces, Vietnam) The northern provinces of Vietnam are the roots of cultural traditions, converge the outstanding cultural features of Vietnamese society From language, beliefs of worship, religion to customs or arts, all of these cultural features are shown in the pictures and patterns of pottery products as national pride With a relatively dense network of rivers and branches at the downstream of Red and Thai Binh rivers, the pottery villages in the North have been endowed with abundant materials in place This is the reason why pottery craft villages in the Northern provinces are very developed with a variety of pottery products and unique features in comparison to other regional craft villages The differences in quality of clay, glazes, and the cultural identities of traditional rural craft villages in the North of Vietnam lead to the differences in measuring and testing the influence of factors to CBBE As the measurement is made under the regulation of "age, lifestyle", it is a new topic different views, and approaches to brand equity Regarding the concept of brand equity, "If Based on the requirements of both practical and theoretical issues, the study chooses you ask ten persons what brand equity is, you can get ten (maybe eleven) different answers" the gap: “Customer-based brand equity: A case study on brand of traditional pottery village (Winters, LC (1991)), each researcher has a different perspective The lack of a unified definition in the Northern provinces of Vietnam” has resulted in many different methodologies and approaches to measuring brand equity Some 1.2 Study objectives scientists have the approaches from a financial perspective, such as Simon and Sullivan (1993); Srinivasan et al (2005); Farquhar et al (1991); Ferjani et al (2009); Haigh (1999); Buil et al (2008) In addition to the study approach from customer perspective (customer-based brand equity CBBE), such as Aaker (1991); Keller (1993); Park and Srinivasan (1994); Cobb-Walgren et al (1995); Shocker et al (1988); Yoo B., Donthu N and Lee S (2000); Yoo and Donthu (2001); Pappu et al (2005); Villarejo-Ramos and SanchezFranco (2005); Atilgan et al (2005); Buil et al Firstly, to test whether the internal factors (constituent factors) affect brand equity in the case of the collective brand of traditional pottery village in the Northern provinces, Vietnam 3 Secondly, to complete the measurement scale of the factors affecting brand equity to match the collective brand characteristics of traditional pottery village in the northern provinces of Vietnam Thirdly, to learn about the relationship among the factors affecting brand equity, and to measure the relationship of these factors to CBBE in the case of collective brand of traditional pottery village in the northern provinces Fourthly, to learn the regulation of two individual variables which are age and lifestyle to the relationship between brand awareness, brand association, perceived quality, brand loyalty, and customer-based brand equity Lastly, based on the nature and degree of how the factors influence CBBE and how the factors influence each other, the recommendation for governance activities is proposed to promote the collective brand equity of the pottery craft villages 1.3 Study object and scope 1.3.1 Study objects The study object is customer-based brand equity in the specific cases of collective brand of traditional pottery villages in the northern provinces of Vietnam Research population (observed objects): The objects for the study to collect the data is the customers from 18 years old or older, who have purchased and used traditional pottery products of northern traditional pottery villages collective brand - The thesis proves that "age" has an effect on moderating the relationship of brand awareness, brand association, perceived quality, brand loyalty, and collective brand equity of the northern pottery villages - The thesis has proven that "lifestyle" has an effect on moderating the relationship of brand awareness, brand association, and collective brand equity of the northern pottery villages - Complete the scale of brand awareness, brand associations, and perceived quality (the thesis has supplemented and developed a scale: Brand awareness (BAW4), brand association (BAS2, BAS3), BAS10), perceived quality (PQ3, PQ7) 1.4.2 New practical scientific contributions - The thesis affirms the impact of four constituent factors on collective brand equity of northern pottery village, on the other hand, the constituent factors themselves also have a mutual effect Among four factors, brand awareness has the most positive impact on brand equity in the case of collective brand of northern pottery craft villages - The thesis solves the gap of previous studies: New research object (there is still no official research on the customers-based collective brand equity of northern traditional pottery craft villages with research population who are customers of the northern pottery villages (specifically, 04 pottery villages with registered collective trademarks, including Bat Trang, Phu Lang, Kim Lan, Dong Trieu); New study scope (the northern traditional pottery villages) Particularly, as the measurement is made under the regulation of "age, lifestyle", it is a new topic 1.3.2 Study scope Scope of content: The thesis focuses on design study, development of measurement scales, and testing internal factors affecting CBBE in the specific case of collective brand of pottery craft village in the Northern provinces Therefore, the author only researches the trademark of traditional pottery villages (collective brands) that have been registered at National Office of Intellectual Property of Vietnam, with no consideration to pottery brands of small and private enterprises Scope of time: The data has been collected and analyzed from 2015 to 2020 The pottery village collective brand management unit needs to build the imprint of craft village collective brand in the customer’s mind so that they can remember and find it when needed Logo and signs of collective brand need to be adjusted to ensure uniformity and create distinctive, recognizable, memorable features that must be effectively communicated to customers - The research results show that the weakest scale of brand association is "X pottery brand makes me think of Vietnam as the country of origin" Therefore, the collective brand owners need to create the associations which are unique features of northern pottery products (clay, glazes, etc.), traditional feeling, pride, the patriotism of the consumers 1.4 New scientific and practical contributions of the research 1.4.1 New scientific contributions - The thesis confirms that there are differences between brand awareness and brand association (these two variables are measured by independent scale) This contribution affirms that these two research variables cannot be combined as one to test and measure brand equity as in controversial studies recently - Market research activities should be strengthened, especially research activities on customer needs and demands - The solutions to promote the pottery village collective brand awareness focus on the group of men who are over 60 years old and lifestyle watching television The solutions to promote brand associations focus on the group of men who are over 60 and lifestyle in technology The solutions to improve the quality of brand perception focus on men aged 1825 years The solution to promoting brand loyalty is for the group of men aged 18-25 years CHAPTER 2: THEORETICAL BASIS OF CUSTOMER-BASED BRAND EQUITY 1.6 Thesis outline The thesis is made of chapters: 2.1 Theoretical basis of customer-based brand equity 2.1.1 Brand and trademark Brand is a set of signs to identify and distinguish a product (a business), an image of a Chapter 1: Introduction product (a business) built in the customer’s mind over time These signs can be tangible Chapter 2: Overview and the theoretical basis of the factors affecting customer-oriented (name, logo, slogan, music, shape, packaging, color, etc.) or intangible (feeling of safety, brand equity Chapter 3: Methodologies Chapter 4: Study results Chapter 5: Comments and recommendations trustworthiness, self-affirmation, uniqueness, etc.) Trademark is a set of signs used to distinguish goods and services from different organizations and individuals The signs used for a trademark must be visible in the form of letters, words, pictures, drawings, or a combination of those in one or more colors 2.1.2 Customer-based brand equity (CBBE) “CBBE is the combination of different perceptions and behaviors of the customers towards a branded product and a non-branded product” 2.2 The factors affecting customer-based brand equity 2.2.1 Theoretical model of CBBE Aaker’s brand equity model, 1991: Perceived quality Brand associations Brand awareness Brand loyalty Brand equity (Name, symbol) Other proprietary brand assets: patent, channel relationship, etc Figure 2.1: Aaker’s brand equity model, 1991 Source: Aaker (1991, 32) “Brand awareness is the ability of potential buyers to recognize or recall that such brand is a member of a certain product category” Aaker (1991, 78) Four levels of brand awareness include non-recognition, brand recognition (remember the brand with hints, suggestion, and reminder), recalling (remembering without hints, reminder) and the first brand emerged in the customer’s mind “Brand association is anything that connects customer's memory to a brand” Aaker (1991, 132) 11 types of brand associations include product attributes, intangible attributes, Donthu (2001); Washburn and Plank (2002); Kim and Kim (2004); Netemeyer et al (2004); Pappu et al (2005); Atilgan et al (2005); Villarejo-Ramos and SanchezFranco (2005); Orth et al (2005); Duhan et al (2006); Morrison and Eastburn (2006); Buil et al (2008); Atilgan et al (2009); Dopico et al (2009); Burmann et al (2009); Chen and Tseng (2010) Taglioni et al (2011); Buil et al (2013); Saydan (2013); Spielmann (2014); Nguyen Viet Bang (2015); Nguyen Tien Dung (2017); Le Thanh Tam et al (2017); Pham Thi Minh Ly (2014); Thọ and Trang (2011); Nguyen Truong Son and Tran Trung Vinh (2011); Hoang Thi Phuong Thao et al (2010) customer benefits, price, circumstances of use, user profile, famous user, personalization, product types, competitors, and country “Perceived quality is an invisible, holistic sense of a brand However, it is usually based on basic dimensions including product characteristics to which the brand is attached such as reliability and performance” Aaker (1991, 106) It is evaluated by performance, features, conformance to specification, reliability, durability, serviceability - maintenance, conformance, and perfection (With service, it is evaluated by tangible factors, reliability, Brand loyalty Yoo et al (2000); Yoo and Donthu (2001); Washburn and Plank (2002); Kim and Kim (2004); Netemeyer et al (2004); Pappu et al (2005); Atilgan et al (2005); Villarejo-Ramos and SanchezFranco (2005); Buil et al (2008); Kim et al (2008); Atilgan et al (2009); Tong and Hawley (2009); Chen and Tseng (2010); Taglioni et al (2011); Kim (2012); Buil et al (2013); Saydan (2013); Welch (2014); Spielmann (2014); Nguyen Viet Bang (2015); Nguyễn Tiến Dũng (2017); Le Thanh Tam et al (2017); Pham Thi Minh Ly (2014); Nguyen Truong Son and Tran Trung Vinh (2011); Hoang Thi Phuong Thao et al (2010) Brand impression Kim and Kim (2004) Product's benefits functional Vazquez et al (2002); Kocak et al (2007) Product’s benefits symbolic Vazquez et al (2002); Kocak et al (2007) Brand name's Vazquez et al (2002); Kocak et al (2007); Burmann et al functional benefits (2009) Brand's benefits 10 Brand identity Netemeyer (2009) 11 Product differences Spielmann (2014) 12 Price Orth et al (2005) 13 Social benefits Orth et al (2005) 14 Emation Orth et al (2005) 15 Environmental benefits Orth et al (2005) 16 Personal image Morrison and Eastburn (2006) 17 Attraction Morrison and Eastburn (2006) 18 Relevant brand Shankar et al (2008) capacity, responsibility, empathy) Aaker (1991, 55) defines that “brand loyalty is the measure of attachment that a consumer has towards a brand It reflects how likely a consumer will switch from that brand to another brand, especially when that brand makes a change in price or product features” Five levels of brand loyalty are non-loyal buyers, the buyer with no reason to change, the loyal buyer with switching cost, the buyer likes the brand, and committed buyer 2.2.2 Empirical research model on CBBE Table 2.3: List of empirical studies on the factors affecting CBBE No Factors Brand awareness Brand associations Perceived quality Author/Year Yoo et al (2000); Yoo and Donthu (2001); Washburn and Plank (2002); Kim and Kim (2004); Pappu et al (2005); Atilgan et al (2005); Villarejo-Ramos and SanchezFranco (2005); Tregear Gorton (2005); Duhan et al (2006); Buil et al (2008); Kim et al (2008); Atilgan et al (2009); Chen and Tseng (2010); Buil et al (2013); Saydan (2013) Welch (2014); Spielmann (2014); Nguyen Viet Bang (2015); Nguyen Tien Dung (2017); Le Thanh Tam et al (2017); Pham Thi Minh Ly (2014) Tho and Trang (2011); Nguyen Truong Son and Tran Trung Vinh (2011); Hoang Thi Phuong Thao et al (2010) Yoo et al (2000); Chen (2001); Yoo and Donthu (2001); Washburn and Plank (2002); Pappu et al (2005); Atilgan et al (2005); Villarejo-Ramos and SanchezFranco (2005); Tregear Gorton (2005); Buil et al (2008); Atilgan et al (2009); Tong and Hawley (2009); Chen and Tseng (2010); Taglioni et al (2011); Buil et al (2013); Saydan (2013); Welch (2014); Spielmann (2014); Nguyen Viet Bang (2015); Nguyen Tien Dung (2017); Le Thanh Tam et al (2017); Pham Thi Minh Ly (2014); Nguyen Truong Son and Tran Trung Vinh (2011) Kamakura and Russell (1993); Yoo et al (2000); Yoo and symbolic Vazquez et al (2002); Kocak et al (2007) et al (2004); Burmann et al 10 19 Trust Kim (2009) et 20 Satisfaction Kim et al (2008) al (2008); Burmann et Lifestyle al Perceived quality 21 Brand trust (Aaker, 1991; Yoo et al, 2001; H7 H11c Pappu et al, 2005; Lassar et al, Atilgan et al (2009) H11d 1995) Brand awareness 22 Information Dopico et al (2009) 23 Perceived risk Dopico et al (2009); Kim (2012) 24 Committed relationship Kim et al (2008) 25 Brand empathy Burmann et al (2009) 26 Perceived value Kim (2012) 27 Origin Kim (2012) (Aaker, 1991; Yoo et al, 2001; H11a Buil et al, 2008) H3 H1 H11b Brand equity of H8 pottery craft village collective brand 28 29 Loyalty origin to H6 H10 (Yoo et al, 2001) H2 Brand associations (Aaker,1991; Keller,2013; product Spielmann (2014) Perception authenticity H5 of Spielmann (2014) Lassar et al,1995; Buil et al, Brand loyalty 2008; Xiao Tong et al, 2009) (Aaker, 1991; Yoo et al, 2001; Keller, 2013; Xiao Tong et al, H9 30 Perceived security Nguyen Viet Bang (2015) 31 Brand strength Le Thanh Tam et al (2017) 32 Brand passion Thọ and Trang (2011) 33 Brand image Hoang Thi Phuong Thao et al (2010) Source: Data of the author 2.3 Building models, scales, and preliminary hypotheses Models, scales, and preliminary hypotheses of the study are shown in the following figure: 2009) H4 Gender, age, income 11 CHAPTER 3: METHODOLOGIES 3.1 Methodologies of the thesis 12 Table 3.2: SWOT Matrix for the current situation of northern pottery craft villages Strengths (S) Weaknesses (W) 3.1.1 Data collection method 3.1.1.1 Methods of collecting secondary data S1: Special clay material for unique W1: Raw materials are gradually scarce products W2: Most of the kilns are of poor quality research topic and the current situation as well as the research context of the thesis S2: Large rive system W3: Unsafe products (contain lead, toxic 3.1.1.2 Methods of collecting primary data S3: With secondary data, the author uses desk research to get an overall picture about the - Qualitative research To collect primary data, the author uses two methods: in-depth interview (personal Pottery products with cultural chemicals) significance W4: Most of the product are counterfeited S4: Artistic and limited products W5: Distribution channels are narrow interview) with customers of northern pottery craft village brands and group interviews with experts As a result of these methods, the author builds the model, hypothesis, and scales measuring research concepts for the thesis - S5: Brand associated with the places W6: Few markets are selling high-quality which are familiar with the consumers products Quantitative research W7: Unstandardized prices With the quantitative data, the author uses the interview survey method As a result of W8: The tools used to promote the craft villages this method, the author has data and scientific evidence analyzed from a large number of are mostly not updated customers These data bring the author to the scientific conclusions and necessary W9: There are few people who know the governance implications collective brand of the craft villages 3.1.2 Methods of processing data W10: Craft village association members are not 3.1.2.1 Methods of processing qualitative data aware of collective brand The data collected after qualitative research are reviews, opinions, statements, and comments from research subjects These data are recorded, stored, and encoded in the W11: There is no museum to display or keep the computer, then converted into writings and analyzed to make the most general conclusions products from qualitative research subjects W12: Lack of young and skilled human 3.1.2.2 Methods of processing quantitative data resources Quantitative data is processed by 02 steps: Opportunities (O) Threats (T) O1: Increasingly high market demand T1: Step 1: Collect and prepare data Competition becomes fierce - Interview with survey questionnaires - Data classification, encryption, data entry O2: More attention from the state domestically and internationally - Data cleaning O3: Economic integration, open market T2: There are few supportive policies Step 2: Data analysis both T3: Infrastructure is still poor Based on data processing standards developed by the scientists for each test Source: Data collected by the author (Cronbach's Alpha, EFA, CFA, SEM), the author conducts the data analysis and evaluation for each specific case 3.2 Current situation of trademark protection for rural products in Vietnam 3.3 Qualitative research Two methods including expert interview and personal interview are used with an available discussion outline which is open enough to exploit effectively all aspects The results of 14 13 expert interview are as below: Lifestyle, age Firstly, the research concepts receive a high consensus of 08 experts However, 01 among 08 experts finds no difference between the two variables which are brand awareness and brand association The author appreciates this opinion and shall conduct further research Secondly, the relationship between the independent variables and dependent variables H7 Thirdly, the scales measuring research concepts are built with the combination between the original scale of Aaker, 1991, and empirical studies in the world The scales receiving the consensus of most experts are brand awareness, brand loyalty, and customerbased brand equity However, the scales of some research variables are adjusted to suit the research context The combination of opinions from 08 experts and 09 individual customers (presented in Section 3.2.3) brings the author to a unified opinion shown by the calibrated scales in Table 3.2 Fourthly, the group of experts also considers and gives comments on forward translation and back translation of the scales measuring research concepts Fifthly, the combination between the theory (Orth et al (2005)) and the analysis of expert interviews brings the author to the conclusion that lifestyle definitely can moderate the relationship between brand awareness, brand association, perceived quality, brand loyalty, and collective brand equity of pottery craft village The scale of Lifestyle is used by Google consumer segmentation [99], the author also finds that these scales are reasonable and covers the scales of Orth et al (2005) Most of the experts agree that Age can moderate the relationship between independent variables and dependent variable in the author's research model In fact, many studies have pointed out such role of Age - Raziq et al (2017), Nguyen Quang Dung (2019), etc The author shall put this relationship in the model for testing Sixthly, the demographic variables have different impacts on the relationships of factors affecting CBBE The author notices this and shall use quantitative data to evaluate the quality of the scale and test the relationship To check the clarity of texts (easy to read, easy to understand, easy to evaluate) to ensure the customers understand correctly the meaning of the question, the author conducts a personal interview The results of all methods above lead the author to the official model, hypotheses, and scales for the thesis H11c (Aaker, 1991; Yoo et al, 2001; H12c Pappu et al, 2005; Lassar et al, H11d H12d 1995) Brand awareness (Aaker, 1991; Yoo et al, 2001; H11a Buil et al, 2008) H1 is tested All of 08 experts find a positive relationship between brand awareness, brand association, perceived quality, brand loyalty, and customer-based brand equity The relationship among the factors including brand awareness, brand association, and brand loyalty proposed by the author is also agreed by all of 08 experts Perceived quality H12a H3 H11b H12d H8 Brand equity of pottery craft village H6 inco H5 collective brand (Yoo et al, 2001) H2 Brand associations (Aaker,1991; Keller,2013; Lassar et al,1995; Buil et al, Brand loyalty 2008; Xiao Tong et al, 2009) (Aaker, 1991; Yoo et al, 2001; H9 Keller, 2013; Xiao Tong et al, 2009) Gender, H4 income 15 16 CHAPTER 4: STUDY RESULTS 4.1 Preliminary quantitative research results With the collected samples accounting for 25% (250) of total official samples, the 61.193% of the data variation Thus, there is a total of 29 observed variables creating author has 210 useful answer sheets Cronbach's Alpha test results show that the variable convergent validity, uniqueness, discriminant validity) is conducted and all factors meet the PQ6 is dissatisfied and should be removed In EFA test, BAS6 has factor loading 0.9; RMSEA= 0.026 (