MEASURING CUSTOMER-BASED BRAND EQUITY: A STUDY OF APPLE AND SAMSUNG IN THE VIETNAMESE TABLET MARKET
Abstract
Brand plays a pivotal role to firms in today’s business. The incremental attention on brand has leaded to the birth of the concept “brand equity” in 1980s. More recently, brand equity has been defined in customer-based contexts since the company’s real value lies in the minds of existing or potential buyers. In this study, based on Aaker’s well-known theory of customer based brand equity (CBBE), the measurement of CBBE is constructed on four main dimensions, brand loyalty, brand awareness, brand associations and perceived quality, respectively. By investigating the interrelationships between brand loyalty and the remaining components of customer-based brand equity, this study aims to provide a deeper understanding of brand equity from a consumer perspective in the Vietnamese tablet market, from which some implications for practitioners working in the tablet industry are expected to be drawn. The findings conclude that there is no discriminable validity between brand awareness and brand association. Brand loyalty and brand awareness/association, brand loyalty and perceived quality were found to be positively correlated.
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