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THE EFFECTS OF MARKETING TO THE COMPOSITION OF BRAND VALUE: RESEARCH IN THE BEVERAGE INDUSTRY

Lang Dang Le 1, *
Buu Tan Le 2
  1. University of Economics and Law, VNU HCM
  2. University of Economics HCMC
Correspondence to: Lang Dang Le, University of Economics and Law, VNU HCM. Email: pvphuc@vnuhcm.edu.vn.
Volume & Issue: Vol. 17 No. 3 (2014) | Page No.: 45-60 | DOI: 10.32508/stdj.v17i3.1512
Published: 2014-09-30

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Copyright The Author(s) 2023. This article is published with open access by Vietnam National University, Ho Chi Minh city, Vietnam. 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

This study aims to explore the effects of some selected marketing mix elements on dimensions of brand equity. This isconducted on 10 beverage brands in Vietnam and employed both qualitative and quantitative methods, in which the former is used to develop items for measuring constructs while the latter is applied to verify scales, model and hypotheses. Result shows that model of brand equity consists of four components of brand awareness, brand association, perceived quality, and brand loyalty. In particular,brand awareness has a positive effect on perceived quality;brand association has a negative impact on perceived quality;perceived quality and brand association have a positive effect on brand loyalty; advertising has a positive impact on brand awareness and store image; advertising and sponsorship have a positive effect on the effectiveness of sales promotion; sales promotion, sponsorship and store image positively impact perceived quality; sales promotion negatively impact brand awareness; distribution intensity is positively related to brand awareness and brand loyalty but negatively affects store image. Also, product packaging is positively related to the effectiveness of advertising, sponsorship and distribution intensity. The result is believed to significantly contribute to marketing literature and benefit to brand makers.

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