Measuring financial and customer based perspectives brand equity for services empirical study on the lpg market in hcmc vietnam

7 TE| MANAGEMENT S UNOCHIMINN Ci77 OPEN UNIVERSITY Project Measuring Financial and Customer based Perspectives Brand Equity for Services: Empirical study on the LPG Market in HCMC Vietnam Submitted in partial fulfilment of the requirement for the degree of master in industrial business management TRUONG DAI HOC MO TP.HCH THU VIEN PHAM TRUNG TRUC 2011 Master in Industrial Business Management Project Supervisor: Prof Jacques Martin MED Dissertation of Master of Industry Business Management Reported by Pham Trung Truc > GEMENT ABSTRACT Brand equity is a concept born in 1980s It has aroused intense interest among business strategists from a wide variety of industries Besides, successful brands provide competitive advantages that are critical to the success of companies That is reason which enterprises are not only care effective finance but also step by step take care quality of services to support customer This paper will study financial and customer-based perspectives of brand equity The objectives of this study is measuring financial and customer- based perspectives of brand equity for services And the hypotheses in study have posited to test by Statistic Package for Social Science The results indicate that is answer for a significant positive direct effect on brand equity for services Keywords: Brand Equity Dissertation of Master of Industry Business Management Reported by Pham Trung Truc TABLE OF CONTENTS Chapter I: Introduction ` 1.1 Project learning objectives Xí page 1.2 Personal learning objectives 1,3 Research question .c.sscssesseceseecseeesseeeesees I9 60 i0 0u lccaaadaaaaỤỤ 1.5 Implication Study cv SH .: cra 1.6 Outline of chapt€F - ST 1v 51111 1c rg Chapter II: Literature reVieW s35 se «s2 — „page 12 Brand equity and measure CrifTÍA -s + + 55s s s22 sexy- page 12 2.2 Brand equity research in services 2.2.1 Brand awareness 2.2.2 Perceived quality 2.2.3 Brand associatiOn: «c7 “ 2.2.4 Brand loyaÏty: .- cu HH HH HS nh keaesee seo page 16 2.3 Measuring financial reports based on brand equity D4Ø@ 2.4.1 Building hypothesis ác HH nh cesses ane 2.4.1 Brand awareness and brand equity - + ++-ssxcc+ss< xe x>sssz 2.4.2 Perceived quality and brand equity 2.4.3 Brand association and brand equity 2.4.4 Brand loyalty and brand equity 2.4.5 Financial reports and Brand equity 2.5 Summary Chapter TII Research Methodologyy 5<