Measuring Customer Based Brand Equity: A Case of Heineken from the Beer Market in Vietnam

Vinh, Tran Trung

doi:10.5539/ass.v13n3p177

Cited by 5 publications

(3 citation statements)

References 21 publications

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“…The empirical research performed by Atilgan et al (2005), based on Aaker's (1991) brand equity model, examines the brand equity of specific products in the Turkish beverage market. Similar research was conducted by Vinh (2017) in investigating the brand equity of Heineken in the Vietnamese beer market. The results from both studies seem to be in line with preceding ones, as the impact of brand equity dimensions on the overall brand equity is noteworthy.…”

Section: Brand Equity Conceptualisation and Its Dimensionsmentioning

confidence: 72%

Customer-Based Brand Equity Drivers: A Leading Brand of Beer in Estonia

Coudounaris,

Björk,

Mets

et al. 2024

Administrative Sciences

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Based on the trust/commitment theory and the customer-based brand equity theory, this study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact on attachment and its overall brand equity in the Estonian brewery market. In order to achieve this goal, an empirical study was conducted based on the 17 customer-based/consumer-based brand equity models: the 15 brand equity models, including the beer/beverage brand equity models, the 2 internal brand equity models, as well as 3 other related models. The study utilised a sample of convenience of 120 University of Tartu students. The questionnaire was placed on Google’s online survey administration service. Confirmatory factor analysis (CFA) through AMOS29 was used for testing the fit of the model and covariances (through AMOS29) were used for testing the hypotheses. Additionally, t-test analysis was used for the differences in the means between the demographic characteristics and the items of the model. The results show that brand meaning has a strong positive effect on attachment strength, which significantly influences relationship factors—commitment, trust, and satisfaction. Another major finding is that the relationship factors—commitment, trust, and satisfaction—play a significant role in the development of the brand equity of A. Le Coq beer. This study provides useful insights for brewery marketing managers by exploiting the strong positive relationships found between beer brand equity drivers, such as the strong positive relationships found within consumers of beer, i.e., the relationships between brand reputation and brand image, brand meaning and attachment strength, attachment strength and commitment, attachment strength and satisfaction, attachment strength and trust, satisfaction and brand equity, commitment and brand equity, and trust and brand equity. This finding contributes to the literature on brand equity related to the Estonian environment. Five differences in demographic characteristics seem to play a role in designing strategies by the management teams of different brands for increasing the consumption of their competing brands of beer. A replication of a model previously used for a non-product is part of the novelty of this paper. In addition, all the examined relationships are found to be positive and significant, which provides a contribution to the existing literature.

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Section: Brand Equity Conceptualisation and Its Dimensionsmentioning

confidence: 72%

Customer-Based Brand Equity Drivers: A Leading Brand of Beer in Estonia

Coudounaris,

Björk,

Mets

et al. 2024

Administrative Sciences

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“…Cabe destacar que los estudios referidos al valor de marca de bebidas espirituosas son escasos, no encontrándose artículos recientes que apliquen el modelo de Aaker en el escrutinio del pisco u otro tipo de destilados similares. Sin embargo, es posible hallar trabajos que han utilizado este método para estudiar el valor de marca de bebidas alcohólicas como la cerveza y el vino (Brochado & Oliveira, 2018;Calvo-Porral et al, 2013;Vinh, 2017) o de refrescos (Atilgan et al, 2005;Jarquin et al, 2019;Khudri & Farjana, 2016;Sahari et al, 2015).…”

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“…Asimismo, Calvo- Porral et al (2013), en un estudio sobre la cerveza en España, encontraron que la lealtad de marca junto con la calidad percibida constituye las variables más relevantes. También, la investigación desarrollada por Vinh (2017), en el mercado de la cerveza en Vietnam, resaltó el efecto positivo y directo sobre el valor de marca de los factores: lealtad de marca, calidad percibida, conocimiento de marca y asociación de marca. Y en el caso de los refrescos, Atilgan et al (2005), Sahari et al (2015), y Kudhri y Farjana (2016) obtuvieron resultados similares.…”

Section: Figuraunclassified

Valor de marca del pisco chileno: aportes desde la región pisquera de Chile

Araya-Pizarro

2022

retos

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En un entorno globalizado y competitivo como el de la industria pisquera, es fundamental distinguir la oferta propia de la de otros competidores. En este sentido, la marca es un atributo de valor significativo que permite al consumidor identificar el origen del bien y a la empresa diferenciar sus productos y servicios en el mercado. El objetivo de esta investigación fue analizar el valor de marca del pisco chileno (el destilado más importante de Chile) en la principal zona pisquera del país: la Región de Coquimbo. Se elaboró un instrumento de medición, basado en el modelo multidimensional de valor de marca de Aaker (1991), que fue aplicado a una muestra probabilística de 254 consumidores del destilado. Los resultados mostraron que los factores con mayor y menor relevancia son de tipo comportamental: notoriedad y lealtad de marca, respectivamente.Esto devela un cliente cuya lealtad es mayormente cognitiva, que valora y reconoce las características del producto, pero no necesariamente adquiere la bebida (lealtad conductual). Además, el examen de las variables según el perfil del participante permitió advertir diferencias significativas, según sexo e ingresos (en la dimensión notoriedad); y según edad (en las dimensiones de calidad percibida y asociaciones de la marca). Se concluye que existen atributos determinantes del valor de marca para los consumidores, cuyo develamiento y gestión adecuada permitirían mejorar el posicionamiento y la competitividad del pisco chileno en el mercado.

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