How to Establish the Brand Equity on Green Products in Emerging Market--A Case of Marketing an Electrical Bicycle in Vietnam
| Autor: | Hsiu-mei Chang, 張琇梅 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 國際高階經營管理碩士在職專班(IEMBA) 100 The purposes of this study are to identify the types of Corporate Social Responsibility (CSR) activity and test the effect on the relative business to consumer (B2C) brand equity on brand loyalty and perceived quality. Also invested the strength of environment concerned on Green Product in Emerging country, when corporate values on social responsibility will be the positive effect a determination in frame of consumer mind. First, this study understand the determinants of brand equity is a key theoretical and empirical issue in the fields of marketing and business in B2C market which has emphasized determinants at six primary levels of analysis: (1) perceived quality; (2) brand loyalty; (3) brand awareness with associations (4) Corporate Social Responsibility (CSR). CSR be considering the one of important key element to create the Brand Equity. The positive brand equity will be encouraged the brand preference then to purchase intention from various competitive brands to case company. This study following the STP and 4Ps analysis on marketing mix elements to research the best practice on marketing strategy and brand equity. The questionnaire was limited in south of Vietnam. Our research found the brand loyalty positively influence with brand equity; brand equity will impact the brand preference then encouraged to purchase intention. However, perceived quality, brand awareness/association and CSR were negative relative on brand equity with Green Product. Thus, to create a brand equity in Vietnam and developing the dealer distribution intensity will bring the positively influence the market benefit in case company. Finally, the analysis reconciles some results with those of previous studies, implications of these findings for brand managers are offered. In the meantime, also provide another valuable managing thinking on those companies who’s located in emerging markets. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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