Introduction
This chapter presents an overview of the current study, outlining the research background, motives, objectives, and procedures that justify the investigation It introduces the methodology and defines the scope of the study, concluding with a detailed structure of the research.
The Outline of this chapter is shown in figure 1.1
Research Background
Kathman (2002) emphasized the critical role of brand building in today's rapidly evolving market With the rise of new media, accelerated marketplace transformations, and globalization, branding has become increasingly vital Furthermore, market fragmentation, product diversity, and the prevalence of short-life-cycle brands highlight the necessity for effective branding strategies.
Research Motives
Brand building is essential for business success in today's competitive market With an overwhelming number of products and brands available, market segmentation has made it increasingly challenging for consumers to recognize and remember specific brands.
Branding has become a focal point in marketing, garnering significant attention globally, as evidenced by the increase in conferences, articles, and media coverage Companies are heavily investing in branding, recognizing it as a vital strategic asset When effectively managed, brands can yield substantial benefits, including enhanced market share and improved corporate profitability (Aaker, 1996).
Branding is essential for credibility in sales (Keller, 2003), yet the concept remains relatively new in Vietnam Many Vietnamese companies, primarily small to medium-sized, have not addressed branding challenges The importance of branding gained attention only after several Vietnamese brands were appropriated internationally (VnExpress, 2002; VET, 2003).
In the late 1980s and early 1990s, Vietnam faced a severe shortage of commodities, leading to a general lack of awareness among manufacturers regarding branding, especially given the low per capita income of its citizens However, the emergence of new producers, service suppliers, and foreign competitors has dramatically changed the landscape Today, the availability of higher-quality goods and services, along with advanced technologies and shorter product life cycles, has compelled local businesses to prioritize brand building for long-term sustainable development Consequently, branding has become a crucial focus for Vietnam's growth as a developing country, presenting significant opportunities for both conceptual development and managerial relevance.
Brand awareness and image are crucial elements of brand equity, as highlighted in various studies (Keller, 1993) Nonetheless, limited research has explored the relationship between these components and specific products or services.
Numerous studies have explored how consumers perceive, react to, and categorize brands in their minds The branding literature offers valuable theoretical insights that assist marketers in comprehending the concept of branding.
Brand equity is increasingly recognized by executives, accountants, and academics as a vital indicator of long-term business performance Concurrently, the concept of the 'knowledge economy' is gaining traction in management practices Despite this, many companies have made limited progress in enhancing the management of brand knowledge, which is one of their most valuable assets.
Nearly 40 years after Theodore Levitt emphasized the distinction between marketing and selling, marketing remains focused on the buyer's needs, while selling prioritizes the seller's desire to generate revenue Despite significant growth in marketing departments and budgets, brands still struggle to effectively understand their users, leading to a decline in the reputation of the marketing function within many companies.
Problem statement
This study explores the significance of brand awareness and brand image for a company's survival by examining students' familiarity with motorcycle brands (brand awareness) and their perceptions of these brands as reflected in their associations (brand image).
Research Ojective
This paper investigates the impact of marketing efforts, as perceived by consumers, on two key dimensions of brand equity: brand awareness and brand image It is part of a broader study aimed at developing a model to measure brand equity by examining how marketing actions—such as pricing, product strategies, distribution, and communication—affect brand awareness and image The marketing effort is assessed through factors like perceived advertising spending, distribution intensity, store image, and price promotions, which are viewed as antecedents influencing consumers' knowledge of the brand.
& Percy, 1987; Aaker, 1991) and (b) determinant of the associations linked to its image (Alba & Hutchinson, 1987; Yoo, Donthu & Lee, 2000)
This article develops a theoretical model illustrating the causal relationships between marketing efforts and brand equity dimensions, specifically brand awareness and brand image Brand equity is characterized as a collection of assets and liabilities associated with a brand that influences its value in customer relationships (Aaker, 1991) To validate this model, a linear regression analysis is employed.
According to Yoo et al (2000), we examine how each component of brand equity is influenced by market perceptions of the company's marketing efforts related to its brands.
To validate our model, we conducted empirical research on a sample of consumers of durable goods, specifically motorcycles, using an attitude questionnaire After establishing the reliability and validity of the questionnaire, it was deemed suitable for applying the structural model.
To serve this task, two questions need to be answered:
Q1:Is there a relationship between marketing effort and two dimensions of brand equity: brand awareness and brand image?
Q2: Is there any difference of brand awareness and brand image among year in college?
Research methodology and design
The research consists of two phases: a pilot study and a main survey The pilot study encompasses both qualitative and quantitative stages, with the qualitative phase aimed at gathering suitable response schemes from students at the University of Technology These findings will then be assessed for relevance and reliability in the subsequent quantitative phase Ultimately, the main survey is conducted to evaluate the research hypotheses, address research questions, and achieve the overall research objectives.
The reliability of the scale was assessed using Cronbach's alpha, while exploratory factor analysis was utilized to identify the correct factors Additionally, multiple linear regression was conducted to evaluate the significant relationships between various dimensions of marketing elements and their impact on brand awareness and brand image.
Research Procedure
The procedures of this study are shown in figure 1
Figure 1-2 : Structure of the study
Collecting and Exploring Related Literature
Data Collection Questionnaire Design Establishing Research Framework
Introduction
This chapter reviews relevant theories in the literature to develop a research model linking marketing efforts, brand awareness, and brand image The objective is to generate hypotheses that will be tested regarding students' motorcycle choices, ultimately addressing the research questions and validating the proposed model.
Figure 2-1 : The structure of Chapter 2
Brand
Brand Awareness
The ease and likelihood to which a brand name comes to mind describes the concept of brand awareness (Keller, 1993) Brand awareness reflects the strength of
Imagery plays a crucial role in strengthening brand recognition, as it influences how consumers recall and identify a brand under various circumstances According to Rossiter and Percy, the effectiveness of brand imagery directly impacts the consumer's memory trace, enhancing their ability to connect with the brand.
Brand awareness encompasses two key components: brand recall and brand recognition Brand recall refers to the ability of consumers to remember a brand name when prompted by a related cue, such as a product category In contrast, brand recognition involves the consumer's capacity to confirm prior exposure to a brand when it is presented as a cue Essentially, brand recognition occurs when consumers can identify a brand they have seen or heard before.
Research indicates that recall is a superior form of memory performance compared to recognition (Aaker, 1991; Washburn & Plank, 2002) This suggests that if a consumer can recall a brand when prompted with a product category outside of a store, they are likely to recognize that brand when they encounter it in a retail environment (Keller, 1993; Rossiter & Percy, 1987).
Brand awareness encompasses various levels, as outlined by Aaker (1991), starting from recognition—where a brand is identified as previously seen or heard—to brand recall, which involves evoking a brand in response to a specific cue, such as a product category At the highest level, a dominant brand is one that consumers can directly recall from memory This progression suggests that consumers should recognize a brand upon exposure, indicating low-level awareness Both brand recall and recognition serve as essential cues that help consumers narrow down their options for potential purchases, as noted by Baker et al (1986) Understanding these concepts is vital for grasping the broader construct of brand awareness.
Marketing efforts
Advertising
Advertising, derived from the Latin word "adverture," signifies attractiveness and charm In Vietnamese, it refers to the promotion of goods and services to persuade consumers to make purchases, thereby boosting sales The Oxford dictionary defines advertising as a public medium that draws attention to goods or services for promotional purposes It is a paid, nonpersonal message delivered by businesses, non-profit organizations, or individuals through mass media channels like television, radio, newspapers, and outdoor displays The primary goal of advertising is to inform and persuade consumers to buy specific brands, ultimately generating profits Additionally, advertising serves to educate and motivate the public on various non-commercial issues, including health, politics, and social causes, highlighting its role in both economic and cultural contexts.
Distribution intensity
Distribution intensity refers to the number of intermediaries a manufacturer utilizes within its trade areas, as defined by various scholars Often referred to as "place" in the marketing mix, distribution encompasses the physical movement of products Marketing managers focus on the marketing structure and distribution channels, which include wholesalers, distributors, retailers, agents, and others responsible for delivering goods and services to customers.
Ideal distribution intensity would make a brand available widely enough to satisfy, but not exceed, target customers' needs, because oversaturation increases marketing costs without providing benefits (McCarthy and Perreault 1984)
There are three broad options - intensive, selective and exclusive distribution:
Intensive distribution seeks to achieve maximum market coverage by utilizing every available outlet, which is crucial for products like cigarettes and beer, where total sales correlate with the number of distribution points This strategy is essential in markets where consumers have multiple acceptable brand options; if one brand is unavailable, customers are likely to select an alternative.
Selective distribution is a strategy where producers sell their products through a limited number of carefully chosen outlets in a specific geographical area This approach allows producers to focus their efforts, such as training, on the most effective retailers, enhancing overall performance It is particularly effective when consumers are willing to "shop around," demonstrating a preference for specific brands or prices and actively seeking out the outlets that offer them.
Exclusive distribution is an extreme form of selective distribution in which only one wholesaler, retailer or distributor is used in a specific geographical area.
Store image
Store image has a long history of changing conceptualizations This change indicates the difficulties that researchers have in defining the construct (e.g., Sewell,
In 1958, Martineau introduced the concept of store image in retail, defining it as the way consumers perceive their favorite stores based on various factors These factors encompass the store's functions and characteristics, such as product selection, pricing, customer service, and product quality Additionally, the psychological attributes and atmosphere of the store play a crucial role, including the friendliness of employees, the welcoming smiles of cashiers, and engaging activities offered by the store.
According to Hirschman and Krishnan (1981), store image reflects a consumer's perception of value when comparing their preferred store to others With the rise of convenience stores, supermarkets, and hypermarkets, retailers have developed diverse store images to attract and retain loyal customers A strong store image is crucial, as it signals the quality of store brand products to consumers, encouraging them to shop there and recommend it to others (Dodds et al., 1991) Furthermore, brand loyalty is closely linked to store image; consumers are less likely to remain loyal to a brand if they perceive the store's image as poor.
In recent years, retailers have shifted from solely using low-price strategies to leveraging their store image as a key marketing tactic Research indicates that many consumers are uncertain about their preferred product brands prior to shopping and often make brand decisions while in-store A strong store image not only attracts more customers but also enhances purchasing behavior, leading to increased sales Furthermore, consumers are more inclined to spend additional money and return for future shopping trips if they perceive the store image positively.
Conclusion
Brand equity refers to the unique marketing effects associated with a brand, which can lead to varying outcomes from identical marketing efforts (Keller, 1993) Researchers in branding have sought to define and conceptualize this value, emphasizing its importance in differentiating products in the marketplace (Faircloth et al., 2001) Essentially, a strong brand name can significantly influence consumer perceptions and responses, enhancing the overall effectiveness of marketing strategies.
Customer-based brand equity emphasizes the impact of consumer knowledge on their reactions to marketing efforts (Aaker, 1991; Keller, 1993) Central to this model is the concept that brand knowledge is crucial for building brand equity, as it generates the unique effects that enhance brand value Therefore, marketers require an effective method to illustrate the presence of brand knowledge in consumer memory.
The associative network memory model, developed by psychologists, conceptualizes memory as a network of nodes representing stored information and links indicating the strength of associations between these concepts This model allows for the storage of various types of information, including verbal, visual, abstract, and contextual In this context, brand knowledge is understood as a brand node in memory, connected to multiple associations According to Keller (1993), brand knowledge comprises two key components: brand awareness and brand image, which will be explored in the following sections.
Figure 2-2 : Dimensions of Brand Knowledge, Keller (1993)
The ease and likelihood to which a brand name comes to mind describes the concept of brand awareness (Keller, 1993) Brand awareness reflects the strength of
Imagery plays a crucial role in enhancing brand recognition, as it strengthens the brand's presence in consumers' memories This connection aids consumers in identifying the brand under diverse circumstances, ultimately influencing their purchasing decisions (Rossiter & Percy).
Brand awareness encompasses two key components: brand recall and brand recognition Brand recall refers to the ability of consumers to retrieve a brand name from memory when prompted by a related cue, such as a product category In contrast, brand recognition involves the consumer's capacity to acknowledge prior exposure to the brand when it is presented as a cue Essentially, brand recognition occurs when consumers can identify a brand they have previously seen or heard.
Researchers have established that recall is a superior form of memory performance compared to recognition Specifically, if a consumer can recall a brand when prompted with a product category outside of a store, they are likely to recognize that brand when they encounter it in-store.
Brand awareness, as defined by Aaker (1991), exists on a spectrum from recognition—where consumers identify a brand they have seen or heard before—to brand recall, where a brand comes to mind in response to a specific cue, such as a product category At the highest level of awareness, a brand is the only one that a consumer can directly recall from memory This hierarchy suggests that consumers should recognize a brand when they encounter it, indicating low awareness Both brand recall and recognition serve as crucial cues that help consumers narrow down their choices of brands for potential consumption (Baker et al., 1986) Understanding these concepts is essential for grasping the broader construct of brand awareness.
Brand image is a crucial aspect of brand knowledge, alongside brand awareness, as it encompasses consumers' perceptions and associations linked to a brand These associations, as defined by Aaker and Keller, play a significant role in shaping brand image and are essential for distinguishing brands within a specific product category.
Brand associations contain meanings about a brand for the consumer (Keller,
1993) A brand’s image results from the favorability, strength, and uniqueness of brand associations that are held by the consumer (Grace & O’Cass, 2002; Keller,
1993) Positive and unique brand associations that are strongly held by consumers enable consumers to build strong, favorable attitudes and emotions toward a brand (Aaker, 1991)
Brand associations encompass the attitudes, attributes, and benefits related to a brand (Faircloth et al., 2001; Keller, 1993) Specifically, brand attitude refers to the overall evaluation a consumer holds towards a brand, which is influenced by their perceptions of these associations (Wilkie, 1986; Aaker, 1991; Keller).
1993) Beliefs related to product/non-product attributes, brand benefits, and quality perceptions have been discussed as primary influences of brand attitude (Zeithaml,
Brand attitude serves as a reference point for consumers when they encounter a brand, directly influencing their consumption behavior (Lutz, 1991) Consumers perceive products through attributes, which are categorized into product-related and non-product-related attributes (Keller, 1993) Product-related attributes pertain to a product’s physical composition and performance, while non-product-related attributes encompass external factors related to the product's purchase or consumption, such as user imagery and usage imagery (Keller, 1993) User imagery connects the brand with consumer demographics and psychographics, while usage imagery associates the brand with specific contexts of use (Keller, 1993) Together, these attributes contribute to the development of brand personality, which embodies human characteristics linked to the brand (Aaker, 1997) Brand personality often arises from consumer inferences about the brand's users or usage scenarios (Plummer, 1985) Ultimately, brand benefits represent the perceived value and functionality that consumers associate with the product or service (Keller, 1993).
Benefits of products can be categorized into functional, symbolic, and experiential types Functional benefits address needs related to problem removal or prevention, while symbolic benefits connect to social approval, self-esteem, and self-concept Experiential benefits focus on the feelings consumers experience when using a product, fulfilling cognitive stimulation and sensory pleasure needs Brand equity, as proposed by Keller, arises from brand marketing effects and consumer brand knowledge, which encompasses brand awareness and brand image Brand image is shaped by various brand associations, including their favorability, strength, and uniqueness, and is influenced by signals such as brand name, visuals, products, and advertising Additionally, the brand name helps consumers recognize and differentiate products while attaching connotative meanings, facilitating the decoding of brand image.
Effective marketing strategies enhance brand equity by generating more favorable consumer responses to branded products compared to unbranded alternatives According to the conceptual framework, managerial actions in marketing influence brand equity through various dimensions To successfully create, manage, and leverage brand equity, it is essential to understand how marketing efforts relate to these dimensions.
This study explores consumer perceptions of four key strategic marketing elements: advertising, price deals, store image, and distribution intensity While these factors do not encompass all marketing strategies, they effectively illustrate the connections between marketing efforts, brand awareness, and brand image.
Advertising, derived from the Latin word "adverture," signifies attractiveness and charm In Vietnamese, it refers to the promotion of goods and services to persuade consumers to make purchases The Oxford dictionary defines advertising as a method of drawing attention to products through public media to enhance sales and awareness It is a paid, nonpersonal message delivered by businesses, non-profits, or individuals to a target audience via mass media like television, radio, and print The primary goal of advertising is to inform and persuade consumers to buy specific brands for profit Additionally, advertising serves to educate and motivate the public on non-commercial issues, such as health awareness, political beliefs, and social causes Therefore, advertising encompasses not only the promotion of goods and services but also the dissemination of important social and cultural information.
Distribution intensity refers to the number of intermediaries a manufacturer employs within its trade areas, impacting the overall marketing strategy often referred to as the "four Ps." It encompasses not only the physical movement of products but also the marketing structure and distribution channels, including wholesalers, distributors, retailers, and agents, all of which play a crucial role in delivering goods and services to customers.
Ideal distribution intensity would make a brand available widely enough to satisfy, but not exceed, target customers' needs, because oversaturation increases marketing costs without providing benefits (McCarthy and Perreault 1984)
There are three broad options - intensive, selective and exclusive distribution:
Introduction
This chapter offers a comprehensive overview of business research, detailing the research methodology utilized for developing and evaluating measurement scales It also outlines the statistical techniques applied for data analysis, along with the testing of research hypotheses and the research model An outline of the chapter is presented in Figure 3.1.
Research design
Item generation
Introduction
The research design process begins with item generation, accomplished through a literature search to define measurement methods for the constructs and to create the initial questionnaire Initially crafted in English, the questionnaire was subsequently translated into other languages.
The questionnaire was initially translated from English to Vietnamese by one translator and then back into English by another fluent translator To ensure the equivalence of meanings, the original and back-translated versions were compared and refined as needed This process resulted in the first draft of the questionnaire, which included 32 candidate scale items, as detailed in section 3.3.2.
A focus group discussion (FGD) was employed to refine the questionnaire from previous survey research, involving eight participants from HUTECH University This FGD aimed to verify and explore the relevance of the questionnaire items for learners, allowing researchers to assess their understanding and identify any weaknesses in wording Ultimately, the feedback led to the development of a final questionnaire consisting of 32 candidate scale items for the main survey.
Preliminary study
The initial stage of business research involves clearly defining the research objectives Following this, the research design allows the researcher to choose suitable methods that effectively address these objectives.
The current study utilizes a descriptive method to measure customer-based brand equity constructs, enabling the researcher to effectively capture customer attitudes towards various marketing elements and explore the relationships among key variables (Tho & Trang, 2007).
The study utilized a survey technique to gather data, which is recognized for its quick, efficient, and accurate assessment of information within a population, particularly when secondary data is unavailable (Zikmund, 1997, as cited in Quan).
The research process of this study is shown in figure 3.2
Delete low item-total correlation item (
