The role of selected marketing mix elements in consumer based brand equity creation: milk industry in Vietnam

Nguyen–Viet, Bang; Anh, Tuan Nguyen

doi:10.1080/10454446.2021.1892007

Cited by 24 publications

(17 citation statements)

References 60 publications

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“…The three dimensions contribute to overall GBE. It also proves that GBE is originated from the perception, attitude, and behavior of consumers as Keller and Lehmann (2006) and has the positive inter‐relationships among its components as the same with the conventional brands (Aaker, 1991; Viet & Anh, 2021).…”

Section: Discussionmentioning

confidence: 73%

“…There are very few studies measuring the contribution of each brand equity component to the overall brand value such as (Viet & Anh, 2021) especially measuring the contribution of each green brand equity component to the overall brand equity. Total green brand equity is still a gap in research.…”

Section: Discussionmentioning

confidence: 99%

“…There are very few studies measuring the contribution of each brand equity component to the overall brand value such as (Viet & Anh, 2021) To keep up with the sustainable consumption and green growth, the CSR plays an important role in creating green brand equity. Therefore, managers prioritize the implementation of their CSR activities.…”

Section: Discussionmentioning

confidence: 99%

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An empirical research of corporate social responsibility on creating the green brand equity: An exploratory of Vietnamese consumers' perception in the bank industry

Nguyen¹,

Tran

2022

Corp Soc Responsibility Env

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This article examined and measured corporate social responsibility's (CSR) affection for green brand equity in the banking sector based on customer perception in the emerging market. The findings showed the importance of CSR in creating overall green brand equity through green brand association, green brand satisfaction, and green brand trust. The research results contribute significantly to expanding the corporate social responsibility theory. Moreover, managers can consider the research findings to develop strong green brand equity in customers' perception by promoting positive social responsibility activities and programs to increase interaction, satisfaction, and trust of customers towards green product brands. However, the research has several limitations, especially in geographical sampling size and sampling techniques.

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Section: Discussionmentioning

confidence: 73%

Section: Discussionmentioning

confidence: 99%

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An empirical research of corporate social responsibility on creating the green brand equity: An exploratory of Vietnamese consumers' perception in the bank industry

Nguyen¹,

Tran

2022

Corp Soc Responsibility Env

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“…Brand knowledge is classified into brand awareness and brand image (Pranata and Permana, 2021). Prior research has typically confirmed these two aspects of brand knowledge (Nguyen Viet and Nguyen Anh, 2021; Stocchi et al , 2020; Paul, 2019; Pappu et al , 2005; Mackay, 2001; Agarwal and Rao, 1996). Previous studies are on these two primary information aspects of brand knowledge (Keller et al , 2011).…”

Section: Islamic Brands’ Knowledgementioning

confidence: 97%

Islamic brands attitudes and its consumption behaviour among non-Muslim residents of Thailand

Sukhabot

Jumani

2021

JIMA

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Purpose This study aims to discuss the influence of Islamic brand attitude, Islamic brand knowledge and Islamic brand health advantages over the consumption behaviour towards Islamic brands among non-Muslims and tests the subjective norm (Muslim friends and family members) moderating role. Design/methodology/approach The model was tested by adopting the PLS-SEM testing methodology after collecting data by using the convenient sampling technique. Total 497 responses were used for data analysis. Findings The findings indicated that the non-Muslims of Thailand are influenced by the Islamic brand knowledge and Islamic brand health advantages. Research limitations/implications This work examines the non-Muslims who are buying an Islamic brand, and they are the consumers and users of it. Practical implications These results guide future researchers and organisations to strategies accordingly to motivate non-Muslim consumers towards the Islamic brands. Originality/value The research presents the construction of a model for understanding Islamic brand attitudes plus its components and as well as the moderating role of subjective norm between Islamic brand attitudes and consumption behaviours of non-Muslims of Thailand towards Islamic brand.

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“…On the other side, some authors (Agarwal and Kumar 2021 ; Iyer and Banerjee 1993 ; Kärnä et al 2001 ; Segev et al 2016 ) addressed it as a kind of advertising which companies apply to deliver honest messages and claims regarding their initiatives to lessen the impact of their brands and products on the environment. In this regard, Nguyen Viet and Nguyen Anh ( 2021 ) highlighted the importance of communicating honest and transparent messages through advertising by providing information about the positive impact of advertising on brand trust. When customers see ads, they gain a sense of trust and extend brand expectations (Fernandes et al 2020 ).…”

Section: Introductionmentioning

confidence: 99%

Climate change and marketing: a bibliometric analysis of research from 1992 to 2022

Urhan

Hoştut

Güdekli

et al. 2023

Environ Sci Pollut Res

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Climate change with adverse impacts on the environment, economy, and society requires marketing to change current attitudes and behaviors towards sustainable production and consumption, and thus climate change is interrelated to marketing. However, no body of literature has comprehensively investigated the connections and relationships between climate change and marketing. This study examined such connections and relationships from a bibliometric approach using Web of Science and Scopus databases from 1992 to 2022. The search strategy utilized topic and title/abstract/keyword search. The search query retrieved 1723 documents. VOSviewer and Biblioshiny were utilized to analyze data on authors, keywords, institutions, countries, sources, citations, and co-citations. The findings showed an upward trend in the annual number of publications with the top three most productive countries being the USA, the UK, and Australia and the most productive institutions in the USA, New Zealand, and the UK. The top three author keywords were climate change, sustainability, and marketing. The Sustainability journal ranked first in terms of productivity while Energy Policy in terms of citations. International collaborations were mostly between developed countries also known as Global North Countries, and collaborations between these countries and developing and developed countries should be encouraged. During the COVID-19 pandemic, the number of documents increased, and research themes altered. Research on energy, innovation, insect farming, and carbon management is a top priority. The results proved that most studies were conducted outside the field of marketing.

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The role of selected marketing mix elements in consumer based brand equity creation: milk industry in Vietnam

Cited by 24 publications

References 60 publications

An empirical research of corporate social responsibility on creating the green brand equity: An exploratory of Vietnamese consumers' perception in the bank industry

An empirical research of corporate social responsibility on creating the green brand equity: An exploratory of Vietnamese consumers' perception in the bank industry

Islamic brands attitudes and its consumption behaviour among non-Muslim residents of Thailand

Climate change and marketing: a bibliometric analysis of research from 1992 to 2022

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