臺灣博碩士論文加值系統

本案例研究旨在探討品牌資產的組成，並建構一個理論模型來表示組件和品牌資產之間的關係，並測試我們的衡量標準。
世界上已有對於對品牌測量的理論，在越南也有理論模型與尺度測量相關的定性研究。初步定性研究的樣本量為70位消費者，正式研究的樣本量為477消費者，進行測試比例模型和理論模型。
經添加和調整測量模型後的結果表明，規模可達到可靠性和允許值。結果表明，在河內構成洗衣粉品牌資產的四個因素，為品牌的知名度、慾望、質量和品牌的忠誠度。這個理論模型貢獻了世界上品牌資產的理論體系。在此基礎上研究的結果，廣告和行銷公司可以知道如何衡量他們的重要組成，以把握品牌資產。
測試結果表明，該理論模型的相關性，以及在這項研究中所提出的假說是可接受的。具體來說，品牌的質量和願望能夠創造品牌的忠誠度，這是品牌的兩個要素。此外，看出品牌的品質和慾望，也與品牌意識的影響成正比。該成果有助於增加越南在品牌資產的理論體系。此外，它可以幫助行銷經理從設計與計畫調整，更好地理解品牌資產的組成，以有效地促進品牌價值。

This case study aims to explore the components of brand equity, build and test our measurement scales as well as build a theoretical model represented the relationship between the components brand equity.
Based on the theory of brand and measure have already in the world and a qualitative exploring research in Vietnam, a theoretical model was given with the scale measuring the concept study in the model. A preliminary qualitative research with the sample size is 70 consumers to assess preliminary scale and a formal study with sample size 477 consumers is performed to test scale models and theoretical models.
The results of the measurement model showed that after adding and adjusting, the scale is achieved reliability and value allowed. The results showed that four factors that constituted brand equity of washing-powder brands in Hanoi. That is brand awareness, desire to brand, perceived brand quality and brand loyalty. Theoretical models of this brand equity added contribution to the theoretical system of brand equity has on the world market. Based on the results of this research, the advertising and marketing companies can research to grasp the key component of brand equity and how to measure them.
The test results show the relevance of theoretical models as well as the acceptance of the hypothesis proposed in this study. Specifically, there are two main factors creating brand loyalty is perceived brand quality and desire to brand. In addition, brand awareness component impact proportional to perceived brand quality component and desire to brand. The results contribute added a theory of brand equity in Vietnam. Moreover, it helps marketing managers to better understand the components of brand equity, from which to design and adjust the program to build and promote brand effectively.

Abstract i
摘要 ii
Acknowledgements iii
LIST OF TABLES vi
LIST OF FIGURES viii
CHAPTER 1 INTRODUCTION 1
1.1 Formed the basis of the subject 1
1.2 Research objectives 5
1.3 Research scope 5
1.4 Research method 6
1.5 Structure of thesis 8
CHAPTER 2 LITERATURE REVIEW 9
2.1 The fundamental concepts 9
2.1.1 Brand and product 9
2.1.2 Brand equity 11
2.2 Some previous studies about washing-powder 16
2.3. Summary 19
CHAPTER 3 RESEARCH METHODS 20
3.1 The model of Customer-based brand equity of washing-powder brands in Hanoi city 20
3.1.1Brand awareness (BA) 22
3.1.2 Desire to brand (BD) 22
3.1.3 Perceived brand quality (PQ) 22
3.1.4 Brand loyalty (BL) 23
3.2 Research design 25
3.2.1 Research method 25
3.2.2 Official sample 33
3.3.3 Research process 34
3.3 Preliminary scales 34
3.3.1 Preliminary Qualitative scale 35
3.3.2 Preliminary Quantitative scale 36
3.4 Official scale 44
3.4.1 The variables were used to measure the level of brand awareness 44
3.4.2 The variables were used to measure the level of desire to brand 45
3.4.3 The variables were used to measure the level of perceived brand quality 46
3.4.4 The variables were used to measure the level of brand loyalty 47
3.4.5 Encoding and Inputting Data into SPSS 47
3.5 Summary 51
CHAPTER 4 RESEARCH RESULTS 53
4.1 Structure of survey object 53
4.1.1 Gender 53
4.1.2 Age 53
4.1.3 Career 55
4.1.4 Income 56
4.1.5 Washing-powder brands 57
4.1.6 Sources of information about product 58
4.1.7 Place to purchase product 59
4.1.8 The feel of customer about the price of product 60
4.2 The status description of surveying consumer-based brand equity of washing-powder brands in Hanoi city 61
4.2.1 The statistic description the survey results of brand awareness component 62
4.2.2 The statistic description the survey results of desire to brand component 62
4.2.3 The statistic description the survey results of perceived brand quality component 63
4.2.4 The statistic description the survey results of brand loyalty quality component 64
4.3 Hypothesis Test 65
4.3.1 Compare Mean method 65
4.3.2 One-way ANOVA Analysis of Variance 73
4.4 Multiple regression analysis 83
4.4.1 Testing of the relevance of the research model 84
4.4.2 The significance of the regression coefficients in the model 85
4.5 Summary 87
CHAPTER 5 CONCLUSION 90
5.1 Introduction 90
5.2. Summary of main findings and contribution of this case study 91
5.2.1. Measurement model 91
5.2.2 Theoretical model 92
5.3 Suggested solutions to enhance customer-based brand equity of washing-powder brands 94
5.4 The limitations and further research directions 97
REFERENCES 98
APPENDIX 101

Aaker, D.A. (1991), Managing Brand Equity, New York: The Free Press, Journal of Brand Management..
Aaker, D.A. (1996), Building Strong Brands, New York: The Free Press, Journal of Brand Management.
Ajzen, I & Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behavior, Upper Saddle River, NJ: Prentice Hall, International Marketing Research.
Arnab Roy Chowdhury (2012), Market research on consumer preference towards Washing-powder sector, belongs to United World School of Business, Journal of Brand Management.
Bennett, P.D. (ed.) (1995), Dictionary of Marketing Terms, Chicago, III: American Marketing Association, Journal of the Acedemy of Marketing Science.
Churchill, Jr. G.A (1999), Marketing Research: Methodological Foundations, The Dryden Press, Journal of the Acedemy of Marketing Science.
Craig, C.S & Douglas, S.P. (2000), International Marketing Research, 2nd ed., Chichester: John Wiley & Sons.
Davis, S. (2002), Implementing your BAM Strategy: 11 steps to making your brand a more valuable business asset, Journal of Consumer Marketing, 19(6): 503-513.
Dr. Ha Xuan Quang, (2013), “Surveying the brand value of Hanoi University of Industry in student’s perspective”, Joural of science of Hanoi university of Industrial.
Dr. Cao Thi Thanh, (2013), “Assessing the brand value of Hanoi University of Industry in teacher’s perspective”, Joural of science of Hanoi university of Industrial.
Hankinson, G. & Cowking, P. (1996), The Reality of Global Brands, London: McGraw – Hill.
Hoang Trong and Chu Nguyen Mong Ngoc (2008), “Data Analysis studies with SPSS”, Statistical Publishing House.
Hutton, J.G. (1997), A study of Brand equity in an organizational-buying context, Journal of product & Brand Management, 6(6): 428-439.
Keller, Kevin Lane, Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing; Jan 1993; 57.
Keller, K.L (1998), Strategic Brand Management, New Jersey, Prentice – Hall, International Marketing Research.
Kish, P., Riskey, D.W. & Kerin, R.A. (2001), Measurement and tracking of Brand equity in the global marketplace – The PepsiCo experience, International Marketing Review, 18(1): 91-96.
Kotler, P. (2003), Marketing Managerment, 11th ed., New Jersey, Prentice – Hall, International Marketing Research.
Lassar Walfried, Banwari Mittal, Arun Sharma; Measuring customer-based equity Martin G. Walser (2008), “Brand Strength”, Journal of Brand Management.
Laroiya, S.K., “Market research project on detergnets”, H.O.D. Economics Dept. ASB.
Nguyen, Tran Quang (2002), Not only advertising, Saigon Economic Times, 43-2002 (818): 12-13.
Mackey, M.M. 92001), Application of Brand equity measures in service markets, Journal of Service Marketing, 15(3): 210-221.
Michener, H.A, & DeLamater, J.D. (1999), Social Psychology, 4th ed., Fort Worth: Harcourt Brace College, Journal of Brand Management.
Nguyen Dinh Tho and members (2003), “Measuring service quality outdoor recreation”, CS2003-19, HCM University of Economics.
Nguyen Dinh Tho and Nguyen Thi Mai Trang (2002), “Studying the components of brand value and measuring them in the Vietnam consumer market”, B2002-22-33, HCM University of Economics.
Shiffman, L.G. & Kanuk, L.L. (2000), Consumer Behavior. 7th ed., Upper Saddle River, NJ: Prentice Hall.
Research “Soap and Detergent Industry” from http://w.w.w.chemicalformulaservices.com/technologies/soap-and-detergent-industry.
Woo Gon Kim; Hong-Bumm Kim, Measuring Customer-based Restaurant Brand Equity: Investigating the Relations between brand equity and firm’s performance, Cornell Hotel and Restaurant Administration Quarterly; Journal of the Acedemy of Marketing Science, May 2004.
Yoo, B., Donthu, N. & S. Lee, S. (2000), An examination of selected marketing mix elements and brand equity, Journal of the Acedemy of Marketing Science, 28 (2): 195 – 211.

Website:
http://marketing.vinamap.vn
http://www.marketingvietnam.net/content/view/159/25
http://www.sggp.org.vn/daututaichinh/2007