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.
