Components of brand equity of Binh Thuan Dragon fruit
- University of Economics and Law, VNU HCM
- University of Finance - Marketing
- University of Economics Ho Chi Minh City
Correspondence to:
Nghi Quoc Le,
University of Economics and Law, VNU HCM.
Email:
pvphuc@vnuhcm.edu.vn.
Published:
2014-06-30
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.