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Abstract
The paper aims at building the theoretical model of brand equity and developing a measure for brand equity of Bình Thuận dragon fruit. The results also show that the brand equity of Bình Thuận dragon fruit have 05 components: (i) Brand awareness, (ii) perceived quality, (iii) brand association, (iv) brand loyalty and (v) perceived safety.
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Article Details
Issue: Vol 17 No 2 (2014)
Page No.: 85-94
Published: Jun 30, 2014
Section: Economics, Law and Management - Research article
DOI: https://doi.org/10.32508/stdj.v17i2.1339
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Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
How to Cite
Le, N., Nguyen, B., & Dinh, M. (2014). Components of brand equity of Binh Thuan Dragon fruit. VNUHCM Journal of Science and Technology Development, 17(2), 85-94. https://doi.org/https://doi.org/10.32508/stdj.v17i2.1339
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