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VNUHCM Journal of

Science and Technology Development

An official journal of Viet Nam National University Ho Chi Minh City, Viet Nam since 1997

ISSN: 1859-0128
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Economics, Law and Management - Research article Open Access Logo

Components of brand equity of Binh Thuan Dragon fruit

Nghi Quoc Le 1, *
Bang Viet Nguyen 2
Minh Tien Dinh 3

  1. University of Economics and Law, VNU HCM
  2. University of Finance - Marketing
  3. University of Economics Ho Chi Minh City
Correspondence to: Nghi Quoc Le, University of Economics and Law, VNU HCM. Email: pvphuc@vnuhcm.edu.vn.
Volume & Issue: Vol. 17 No. 2 (2014) | Page No.: 85-94 | DOI: 10.32508/stdj.v17i2.1339
Published: 2014-06-30

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Copyright © 2014 by the author(s).

This article is published with open access by Viet Nam National University, Ho Chi Minh City, Viet Nam. This article is distributed under the terms of the Creative Commons Attribution License (CC-BY 4.0) which permits any use, distribution, and reproduction in any medium, provided the original author(s) and the source are credited.

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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