However, the author's study is new with a new research object there is no official research on the collective brand equity of traditional pottery village in the Northern provinces of Vie
Trang 1CHAPTER 1: INTRODUCTION 1.1 Reason of study
In fact, rural industry development has always been the top target of the Vietnamese
government Two main measures to achieve this goal are to build industrial parks and
develop traditional craft villages Among the measures, developing traditional craft villages
in the rural area plays an important role in creating jobs and income for a large number of
rural workers accounting for 68.1% (double the number of urban workers which is 31.9% -
According to the result of Census 2019) [120] Developing traditional craft villages can help
to meet the increasingly diversified needs of the consumers, develop the economy, increase
the quantity of exported products - increase foreign currency earnings, increase GDP of the
country The development history of Vietnamese culture, economy, and society always
accompanies the development history of craft villages Pottery is one of the oldest
traditional occupations in Vietnam
In the context of international integration and the implementation of new-generation
free trade agreements (ETA), promoting pottery is to not only preserve and promote the
national cultural identity but also contribute to the sustainable economic development in
rural areas The study is useful and necessary for Vietnam as pottery products from
traditional craft villages face increasingly high competition from imported products or
industrial pottery products Particularly, while the pottery products imported from China
and mass production factories are at low prices, the cost of traditional crafts still increases
due to the scarcity of inputs, etc Many pottery craft villages and households had to give up
the traditional occupation One of the main reasons is that they are not aware of the
importance of brand equity (perceptions and behaviors of customers towards the brand) as
well as the importance of using the trademark as an advantage to increase loyalty, generate
higher profits, expand investment and increase competitiveness in the market
In theory, in the document review process, the author found many conflicting opinions,
different views, and approaches to brand equity Regarding the concept of brand equity, "If
you ask ten persons what brand equity is, you can get ten (maybe eleven) different answers"
(Winters, LC (1991)), each researcher has a different perspective The lack of a unified definition
has resulted in many different methodologies and approaches to measuring brand equity Some
scientists have the approaches from a financial perspective, such as Simon and Sullivan (1993);
Srinivasan et al (2005); Farquhar et al (1991); Ferjani et al (2009); Haigh (1999); Buil et al
(2008) In addition to the study approach from customer perspective (customer-based brand
equity CBBE), such as Aaker (1991); Keller (1993); Park and Srinivasan (1994); Cobb-Walgren
et al (1995); Shocker et al (1988); Yoo B., Donthu N and Lee S (2000); Yoo and Donthu (2001);
Pappu et al (2005); Villarejo-Ramos and SanchezFranco (2005); Atilgan et al (2005); Buil et al
2
(2008); Kim et al (2008); Xu & Chan (2010); there are some approaches from the employee perspective, such as King and Grace (2009); Youngbum Kwon (2013); Ashforth and Mael
(1989), etc If the employees are satisfied with their jobs and working environment, etc, they will serve the customers more enthusiastically and transfer such satisfaction to the customers
However, customer-based brand equity is the dominant approach and used by most of the researchers in marketing study as “if a brand makes no sense or value to the consumers, in the end, it is meaningless to investors, manufacturers, retailers, employees” (Cobb-Walgre et al., 1995)
In recent years, many academic and experimental studies have been made both domestically and internationally on CBBE for many tangible products (televisions, cameras, washing machine, cars, consumer goods) or services (hospital, university, insurance) However, the author's study is new with a new research object (there is no official research
on the collective brand equity of traditional pottery village in the Northern provinces of Vietnam with research population who are customers of the northern pottery villages, with a new research scope (traditional pottery villages in the northern provinces, Vietnam) The
northern provinces of Vietnam are the roots of cultural traditions, converge the outstanding cultural features of Vietnamese society From language, beliefs of worship, religion to customs or arts, all of these cultural features are shown in the pictures and patterns of pottery products as national pride With a relatively dense network of rivers and branches at the downstream of Red and Thai Binh rivers, the pottery villages in the North have been endowed with abundant materials in place This is the reason why pottery craft villages in the Northern provinces are very developed with a variety of pottery products and unique features in comparison to other regional craft villages The differences in quality of clay, glazes, and the cultural identities of traditional rural craft villages in the North of Vietnam lead to the differences in measuring and testing the influence of factors to CBBE As the measurement is made under the regulation of "age, lifestyle", it is a new topic
Based on the requirements of both practical and theoretical issues, the study chooses
the gap: “Customer-based brand equity: A case study on brand of traditional pottery village
in the Northern provinces of Vietnam”
1.2 Study objectives
Firstly, to test whether the internal factors (constituent factors) affect brand equity in
the case of the collective brand of traditional pottery village in the Northern provinces, Vietnam
Trang 2Secondly, to complete the measurement scale of the factors affecting brand equity to
match the collective brand characteristics of traditional pottery village in the northern
provinces of Vietnam
Thirdly, to learn about the relationship among the factors affecting brand equity, and to
measure the relationship of these factors to CBBE in the case of collective brand of
traditional pottery village in the northern provinces
Fourthly, to learn the regulation of two individual variables which are age and lifestyle
to the relationship between brand awareness, brand association, perceived quality, brand
loyalty, and customer-based brand equity
Lastly, based on the nature and degree of how the factors influence CBBE and how the
factors influence each other, the recommendation for governance activities is proposed to
promote the collective brand equity of the pottery craft villages
1.3 Study object and scope
1.3.1 Study objects
The study object is customer-based brand equity in the specific cases of collective
brand of traditional pottery villages in the northern provinces of Vietnam
Research population (observed objects): The objects for the study to collect the data is
the customers from 18 years old or older, who have purchased and used traditional pottery
products of northern traditional pottery villages collective brand
1.3.2 Study scope
Scope of content: The thesis focuses on design study, development of measurement
scales, and testing internal factors affecting CBBE in the specific case of collective brand of
pottery craft village in the Northern provinces Therefore, the author only researches the
trademark of traditional pottery villages (collective brands) that have been registered at
National Office of Intellectual Property of Vietnam, with no consideration to pottery
brands of small and private enterprises
Scope of time: The data has been collected and analyzed from 2015 to 2020
1.4 New scientific and practical contributions of the research
1.4.1 New scientific contributions
- The thesis confirms that there are differences between brand awareness and brand
association (these two variables are measured by independent scale) This contribution
affirms that these two research variables cannot be combined as one to test and measure
brand equity as in controversial studies recently
4
- The thesis proves that "age" has an effect on moderating the relationship of brand awareness, brand association, perceived quality, brand loyalty, and collective brand equity
of the northern pottery villages
- The thesis has proven that "lifestyle" has an effect on moderating the relationship of brand awareness, brand association, and collective brand equity of the northern pottery villages
- Complete the scale of brand awareness, brand associations, and perceived quality (the thesis has supplemented and developed a scale: Brand awareness (BAW4), brand association (BAS2, BAS3), BAS10), perceived quality (PQ3, PQ7)
1.4.2 New practical scientific contributions
- The thesis affirms the impact of four constituent factors on collective brand equity of northern pottery village, on the other hand, the constituent factors themselves also have a mutual effect Among four factors, brand awareness has the most positive impact on brand equity in the case of collective brand of northern pottery craft villages
- The thesis solves the gap of previous studies: New research object (there is still no official
research on the customers-based collective brand equity of northern traditional pottery craft villages with research population who are customers of the northern pottery villages (specifically, 04 pottery villages with registered collective trademarks, including Bat Trang, Phu Lang, Kim Lan, Dong Trieu); New study scope (the northern traditional pottery villages) Particularly, as the measurement is made under the regulation of "age, lifestyle", it
is a new topic
- The pottery village collective brand management unit needs to build the imprint of craft village collective brand in the customer’s mind so that they can remember and find it when needed Logo and signs of collective brand need to be adjusted to ensure uniformity and create distinctive, recognizable, memorable features that must be effectively communicated to customers
- The research results show that the weakest scale of brand association is "X pottery brand makes me think of Vietnam as the country of origin" Therefore, the collective brand owners need to create the associations which are unique features of northern pottery products (clay, glazes, etc.), traditional feeling, pride, the patriotism of the consumers
- Market research activities should be strengthened, especially research activities on customer needs and demands
- The solutions to promote the pottery village collective brand awareness focus on the group of men who are over 60 years old and lifestyle watching television The solutions to promote brand associations focus on the group of men who are over 60 and lifestyle in
Trang 35 technology The solutions to improve the quality of brand perception focus on men aged
18-25 years The solution to promoting brand loyalty is for the group of men aged 18-18-25 years
1.6 Thesis outline
The thesis is made of 5 chapters:
Chapter 1: Introduction
Chapter 2: Overview and the theoretical basis of the factors affecting customer-oriented
brand equity
Chapter 3: Methodologies
Chapter 4: Study results
Chapter 5: Comments and recommendations
6
CHAPTER 2: THEORETICAL BASIS OF CUSTOMER-BASED BRAND EQUITY 2.1 Theoretical basis of customer-based brand equity
2.1.1 Brand and trademark
Brand is a set of signs to identify and distinguish a product (a business), an image of a product (a business) built in the customer’s mind over time These signs can be tangible (name, logo, slogan, music, shape, packaging, color, etc.) or intangible (feeling of safety, trustworthiness, self-affirmation, uniqueness, etc.)
Trademark is a set of signs used to distinguish goods and services from different organizations and individuals The signs used for a trademark must be visible in the form of letters, words, pictures, drawings, or a combination of those in one or more colors
2.1.2 Customer-based brand equity (CBBE)
“CBBE is the combination of different perceptions and behaviors of the customers towards
a branded product and a non-branded product”
2.2 The factors affecting customer-based brand equity
2.2.1 Theoretical model of CBBE
Aaker’s brand equity model, 1991:
Figure 2.1: Aaker’s brand equity model, 1991
Source: Aaker (1991, 32)
“Brand awareness is the ability of potential buyers to recognize or recall that such brand is a member of a certain product category” Aaker (1991, 78) Four levels of brand
awareness include non-recognition, brand recognition (remember the brand with hints, suggestion, and reminder), recalling (remembering without hints, reminder) and the first brand emerged in the customer’s mind
“Brand association is anything that connects customer's memory to a brand” Aaker
Brand equity (Name, symbol)
Brand awareness
Brand associations
Perceived quality
Brand loyalty
Other proprietary brand assets: patent, channel relationship, etc
Trang 47 (1991, 132) 11 types of brand associations include product attributes, intangible attributes,
customer benefits, price, circumstances of use, user profile, famous user, personalization,
product types, competitors, and country
“Perceived quality is an invisible, holistic sense of a brand However, it is usually
based on basic dimensions including product characteristics to which the brand is attached
such as reliability and performance” Aaker (1991, 106) It is evaluated by performance,
features, conformance to specification, reliability, durability, serviceability - maintenance,
conformance, and perfection (With service, it is evaluated by tangible factors, reliability,
capacity, responsibility, empathy)
Aaker (1991, 55) defines that “brand loyalty is the measure of attachment that
a consumer has towards a brand It reflects how likely a consumer will switch from that
brand to another brand, especially when that brand makes a change in price or product
features” Five levels of brand loyalty are non-loyal buyers, the buyer with no reason to
change, the loyal buyer with switching cost, the buyer likes the brand, and committed buyer
2.2.2 Empirical research model on CBBE
Table 2.3: List of empirical studies on the factors affecting CBBE
1 Brand awareness Yoo et al (2000); Yoo and Donthu (2001); Washburn and
Plank (2002); Kim and Kim (2004); Pappu et al (2005);
Atilgan et al (2005); Villarejo-Ramos and SanchezFranco (2005); Tregear và Gorton (2005); Duhan et al (2006); Buil et
al (2008); Kim et al (2008); Atilgan et al (2009); Chen and Tseng (2010); Buil et al (2013); Saydan (2013) Welch (2014);
Spielmann (2014); Nguyen Viet Bang (2015); Nguyen Tien Dung (2017); Le Thanh Tam et al (2017); Pham Thi Minh Ly (2014) Tho and Trang (2011); Nguyen Truong Son and Tran Trung Vinh (2011); Hoang Thi Phuong Thao et al (2010)
2 Brand associations Yoo et al (2000); Chen (2001); Yoo and Donthu (2001);
Washburn and Plank (2002); Pappu et al (2005); Atilgan et al (2005); Villarejo-Ramos and SanchezFranco (2005); Tregear
và Gorton (2005); Buil et al (2008); Atilgan et al (2009); Tong and Hawley (2009); Chen and Tseng (2010); Taglioni et al (2011); Buil et al (2013); Saydan (2013); Welch (2014);
Spielmann (2014); Nguyen Viet Bang (2015); Nguyen Tien Dung (2017); Le Thanh Tam et al (2017); Pham Thi Minh Ly (2014); Nguyen Truong Son and Tran Trung Vinh (2011)
3 Perceived quality Kamakura and Russell (1993); Yoo et al (2000); Yoo and
8 Donthu (2001); Washburn and Plank (2002); Kim and Kim (2004); Netemeyer et al (2004); Pappu et al (2005); Atilgan et
al (2005); Villarejo-Ramos and SanchezFranco (2005); Orth et
al (2005); Duhan et al (2006); Morrison and Eastburn (2006); Buil et al (2008); Atilgan et al (2009); Dopico et al (2009); Burmann et al (2009); Chen and Tseng (2010) Taglioni et al (2011); Buil et al (2013); Saydan (2013); Spielmann (2014); Nguyen Viet Bang (2015); Nguyen Tien Dung (2017); Le Thanh Tam et al (2017); Pham Thi Minh Ly (2014); Thọ and Trang (2011); Nguyen Truong Son and Tran Trung Vinh (2011); Hoang Thi Phuong Thao et al (2010)
4 Brand loyalty Yoo et al (2000); Yoo and Donthu (2001); Washburn and Plank
(2002); Kim and Kim (2004); Netemeyer et al (2004); Pappu et
al (2005); Atilgan et al (2005); Villarejo-Ramos and SanchezFranco (2005); Buil et al (2008); Kim et al (2008); Atilgan et al (2009); Tong and Hawley (2009); Chen and Tseng (2010); Taglioni et al (2011); Kim (2012); Buil et al (2013); Saydan (2013); Welch (2014); Spielmann (2014); Nguyen Viet Bang (2015); Nguyễn Tiến Dũng (2017); Le Thanh Tam et al (2017); Pham Thi Minh Ly (2014); Nguyen Truong Son and Tran Trung Vinh (2011); Hoang Thi Phuong Thao et al (2010)
5 Brand impression Kim and Kim (2004)
6 Product's functional benefits
Vazquez et al (2002); Kocak et al (2007)
7 Product’s symbolic benefits
Vazquez et al (2002); Kocak et al (2007)
8 Brand name's functional benefits
Vazquez et al (2002); Kocak et al (2007); Burmann et al (2009)
9 Brand's symbolic benefits
Vazquez et al (2002); Kocak et al (2007)
10 Brand identity Netemeyer et al (2004); Burmann et al
(2009)
11 Product differences Spielmann (2014)
12 Price Orth et al (2005)
13 Social benefits Orth et al (2005)
14 Emation Orth et al (2005)
15 Environmental benefits
Orth et al (2005)
16 Personal image Morrison and Eastburn (2006)
17 Attraction Morrison and Eastburn (2006)
18 Relevant brand Shankar et al (2008)
Trang 5(2009)
20 Satisfaction Kim et al (2008)
21 Brand trust Atilgan et al (2009)
22 Information Dopico et al (2009)
23 Perceived risk Dopico et al (2009); Kim (2012)
24 Committed
relationship
Kim et al (2008)
25 Brand empathy Burmann et al (2009)
26 Perceived value Kim (2012)
28 Loyalty to product
origin
Spielmann (2014)
29 Perception of
authenticity
Spielmann (2014)
30 Perceived security Nguyen Viet Bang (2015)
31 Brand strength Le Thanh Tam et al (2017)
32 Brand passion Thọ and Trang (2011)
33 Brand image Hoang Thi Phuong Thao et al (2010)
Source: Data of the author
2.3 Building models, scales, and preliminary hypotheses
Models, scales, and preliminary hypotheses of the study are shown in the following figure:
H10
Perceived quality
(Aaker, 1991; Yoo et al, 2001;
Pappu et al, 2005; Lassar et al,
1995)
Brand awareness
(Aaker, 1991; Yoo et al, 2001;
Buil et al, 2008)
H1
H3
Brand equity of pottery craft village collective brand
(Yoo et al, 2001)
H8 H7
H5 H6
Brand associations
(Aaker,1991; Keller,2013;
Lassar et al,1995; Buil et al, 2008; Xiao Tong et al, 2009)
Lifestyle
H11c H11d
H11a
H2
H9
Brand loyalty
(Aaker, 1991; Yoo et al, 2001;
Keller, 2013; Xiao Tong et al,
2009)
H11b
income
Trang 6CHAPTER 3: METHODOLOGIES 3.1 Methodologies of the thesis
3.1.1 Data collection method
3.1.1.1 Methods of collecting secondary data
With secondary data, the author uses desk research to get an overall picture about the
research topic and the current situation as well as the research context of the thesis
3.1.1.2 Methods of collecting primary data
- Qualitative research
To collect primary data, the author uses two methods: in-depth interview (personal
interview) with customers of northern pottery craft village brands and group interviews
with experts As a result of these methods, the author builds the model, hypothesis, and
scales measuring research concepts for the thesis
- Quantitative research
With the quantitative data, the author uses the interview survey method As a result of
this method, the author has data and scientific evidence analyzed from a large number of
customers These data bring the author to the scientific conclusions and necessary
governance implications
3.1.2 Methods of processing data
3.1.2.1 Methods of processing qualitative data
The data collected after qualitative research are reviews, opinions, statements, and
comments from research subjects These data are recorded, stored, and encoded in the
computer, then converted into writings and analyzed to make the most general conclusions
from qualitative research subjects
3.1.2.2 Methods of processing quantitative data
Quantitative data is processed by 02 steps:
Step 1: Collect and prepare data
- Interview with survey questionnaires
- Data classification, encryption, data entry
- Data cleaning
Step 2: Data analysis
Based on data processing standards developed by the scientists for each test
(Cronbach's Alpha, EFA, CFA, SEM), the author conducts the data analysis and evaluation
for each specific case
3.2 Current situation of trademark protection for rural products in Vietnam
12
Table 3.2: SWOT Matrix for the current situation of northern pottery craft villages
Strengths (S) S1: Special clay material for unique products
S2: Large rive system S3: Pottery products with cultural significance
S4: Artistic and limited products S5: Brand associated with the places which are familiar with the consumers
Weaknesses (W) W1: Raw materials are gradually scarce W2: Most of the kilns are of poor quality W3: Unsafe products (contain lead, toxic chemicals)
W4: Most of the product are counterfeited W5: Distribution channels are narrow W6: Few markets are selling high-quality products
W7: Unstandardized prices W8: The tools used to promote the craft villages are mostly not updated
W9: There are few people who know the collective brand of the craft villages
W10: Craft village association members are not aware of collective brand
W11: There is no museum to display or keep the products
W12: Lack of young and skilled human resources
Opportunities (O) O1: Increasingly high market demand O2: More attention from the state O3: Economic integration, open market
Threats (T) T1: Competition becomes fierce both domestically and internationally
T2: There are few supportive policies T3: Infrastructure is still poor
Source: Data collected by the author
3.3 Qualitative research
Two methods including expert interview and personal interview are used with an available discussion outline which is open enough to exploit effectively all aspects The results of
Trang 713 expert interview are as below:
Firstly, the research concepts receive a high consensus of 08 experts However, 01
among 08 experts finds no difference between the two variables which are brand awareness
and brand association The author appreciates this opinion and shall conduct further
research
Secondly, the relationship between the independent variables and dependent variables
is tested All of 08 experts find a positive relationship between brand awareness, brand
association, perceived quality, brand loyalty, and customer-based brand equity The
relationship among the factors including brand awareness, brand association, and brand
loyalty proposed by the author is also agreed by all of 08 experts
Thirdly, the scales measuring research concepts are built with the combination
between the original scale of Aaker, 1991, and empirical studies in the world The scales
receiving the consensus of most experts are brand awareness, brand loyalty, and
customer-based brand equity However, the scales of some research variables are adjusted to suit the
research context The combination of opinions from 08 experts and 09 individual customers
(presented in Section 3.2.3) brings the author to a unified opinion shown by the calibrated
scales in Table 3.2
Fourthly, the group of experts also considers and gives comments on forward
translation and back translation of the scales measuring research concepts
Fifthly, the combination between the theory (Orth et al (2005)) and the analysis of
expert interviews brings the author to the conclusion that lifestyle definitely can moderate
the relationship between brand awareness, brand association, perceived quality, brand
loyalty, and collective brand equity of pottery craft village The scale of Lifestyle is used by
Google consumer segmentation [99], the author also finds that these scales are reasonable
and covers the scales of Orth et al (2005)
Most of the experts agree that Age can moderate the relationship between independent
variables and dependent variable in the author's research model In fact, many studies have
pointed out such role of Age - Raziq et al (2017), Nguyen Quang Dung (2019), etc The
author shall put this relationship in the model for testing
Sixthly, the demographic variables have different impacts on the relationships of
factors affecting CBBE The author notices this and shall use quantitative data to evaluate
the quality of the scale and test the relationship To check the clarity of texts (easy to read,
easy to understand, easy to evaluate) to ensure the customers understand correctly the
meaning of the question, the author conducts a personal interview The results of all
methods above lead the author to the official model, hypotheses, and scales for the thesis
Perceived quality
(Aaker, 1991; Yoo et al, 2001;
Pappu et al, 2005; Lassar et al,
1995)
Brand awareness
(Aaker, 1991; Yoo et al, 2001;
H1
Brand equity of pottery craft village collective brand
(Yoo et al, 2001)
H8 H7
H5 H6
Brand associations
(Aaker,1991; Keller,2013;
Lassar et al,1995; Buil et al, 2008; Xiao Tong et al, 2009)
Lifestyle, age H11c
H12d
H11a H12a
H2
H11b H12d
H9
Brand loyalty
(Aaker, 1991; Yoo et al, 2001;
Keller, 2013; Xiao Tong et al,
2009)
H4
Gender, income inco
Trang 8CHAPTER 4: STUDY RESULTS 4.1 Preliminary quantitative research results
With the collected samples accounting for 25% (250) of total official samples, the
author has 210 useful answer sheets Cronbach's Alpha test results show that the variable
PQ6 is dissatisfied and should be removed In EFA test, BAS6 has factor loading <0.5, thus
BAS6 is excluded from the group of observed variables explaining the research concepts
After removing dissatisfied observed variables, 05 factors are extracted These five factors
explain 64,171% of the total variance of the observed variables The remaining observed
variables which explain perfectly the research concepts will be moved to the next step
4.2 Official quantitative research results
4.2.1 Sample statistical result
The number of customers in each craft village is approximately the same 64% of the
interviewees are female, it indicates that the majority of people buying pottery products are
women This result is understandable as pottery products meet the great needs of women,
such as decorating, containing, belief, etc In terms of age, the largest number of customers
is the group of 26-35 years old (276 persons, accounting for 32.1%) Another group of age
having a quite large number of customers is 36 - 60 years old, accounting for 26.2% of the
interviewees The group of customers over 60 years old, accounting for 22.3% of the
interviewee is also interested in buying pottery products The reason for this interest is that
pottery products meet the needs of this age group such as beliefs, rituals, decoration, or
containing They are also popular purposes the pottery products serve The age group of 18 -
25 years has the least number of customers (167 persons, accounting for 19.4%) Young
people have more interest and access to modern products instead of pottery due to the
traditional characteristics of pottery products In terms of average income, most of the
customers have income from 5 to less than 10 million VND which is the basic living
standard of Vietnamese people The percentages of the customer groups with income above
20 million VND and less than 5 million are low (13% and 16% respectively) This indicates
that the income of Vietnamese people is distributed quite evenly, and the most popular
income level is from 5 million to 20 million VND Having an interest in new technology is
the lifestyle that most interviewees choose to answer (275 persons, accounting for 32.0%)
The remaining lifestyle groups with a relatively equal number of interviewees are music and
art (accounting for 24.5%), sports (22%), watching television, listening to the news on the
radio (21.5%)
4.2.2 Results of testing scales
Cronbach's Alpha test results show that the observed variables are satisfied EFA
results remove BL3 which has factor loading less than 0.5 Five groups of factors explain
16 61.193% of the data variation Thus, there is a total of 29 observed variables creating 5 factors, which are eligible for CFA analysis
CFA analysis (to test the conformity of model, assess scale reliability, test convergent validity, uniqueness, discriminant validity) is conducted and all factors meet the requirements
4.2.3 Testing model and hypotheses of the thesis
Results of testing model and hypotheses of the thesis
The results indicates that the model conforms with the research data as Chi-square/df= 1.583 (< 2) ; TLI, CFI, GFI >0.9; RMSEA= 0.026 (<0.08)
SEM analysis results:
Correlation relationship between the factors Estimate S.E C.R P Standardized
PQ < - BAW 0.111 0.043 2.583 0.010 0.104 BAS < - BAW 0.139 0.040 3.484 0.000 0.138 BAS < - PQ 0.112 0.036 3.060 0.002 0.118
BL < - BAW 0.126 0.045 2.831 0.005 0.112
BL < - BAS 0.146 0.043 3.403 0.000 0.131
BL < - PQ 0.135 0.041 3.316 0.000 0.129 CBBE < - BAW 0.221 0.039 5.724 0.000 0.221 CBBE < - BAS 0.210 0.037 5.654 0.000 0.212
Trang 917 CBBE < - PQ 0.174 0.035 4.939 0.000 0.186
CBBE < - BL 0.156 0.033 4.699 0.000 0.175
Then the author test again the reliability of the model with Bootstrap by repeated
sampling with the size N = 3000 The estimated results show the appearance of bias and
standard error of bias (SE-Bias) between bootstrap estimates and the optimal estimates of
the study, but it is insignificant This indicates that the estimates in this study are reliable
Specifically, the absolute value CR <= 2, so the bias is very small Thus, it is concluded that
the estimates in the model are reliable
4.2.3 Testing the influence of control variables (gender, income) on pottery craft village
collective brand equity
Result of testing the influence of control variables
Mean Std Deviation p
CBBE < - Income
Below 5 million VND 3.71 0.99
0.428
From 5 to 10 million VND 3.64 0.99 From 10 to 15 million VND 3.69 0.94 From 15 to 20 million VND 3.62 1.05 Over 20 million VND 3.57 1.05 Thus, the analysis results show that there are differences in the mean of CBBE
between males and females (p<0.05) Mean of CBBE in the male group (3.77) is higher
than the female group (3.58) In addition, there is no difference in mean of CBBE among
groups of income (p>0.05)
4.2.4 Testing the influence of moderating variables (lifestyle, age)
The author conducts a multi-group structure analysis to test the research model with
moderating groups by 02 models: invariant model and (partial) variant model The result is
that hypotheses H11c and H11d are disproved, H11a, H11b, H12a, H12b, H12c, H12d are
accepted Specifically:
Lifestyle moderates the relationship between BAW and CBBE In which, BAW
factor positively influences CBBE factor the most strongly in group Like watching
television, listening to news on the radio (0.518); the second strongest influence is from
group Like sports (0.330); followed by the group Like music and art (0.299); the weakest
influence is from the group Like new technology (0.173)
Lifestyle moderates the relationship between BAS and CBBE In which, BAS factor
18 positively influences CBBE factor the most strongly in group Like new technology (0.452); the second strongest influence is from group Like music and art (0.321); followed by the group Like watching television, listen to news on the radio (0.202); the weakest influence is from the group Like sports (0.109)
Age moderates the relationship between BAW and CBBE In which, BAW factor positively influences CBBE factor the most strongly in group Over 60 years old (0.549); the second strongest influence is from group 36-60 years old (0.284); followed by the group
26-35 years-old (0.263); the weakest influence is from the group 18-25 years old (0.110) Age regulates the relationship between BAS and CBBE In which, BAS factor positively influences CBBE factor the most strongly in group Over 60 years old (0.452); the second strongest influence is from group 26-35 years old (0.314); followed by the group
36-60 years old (0.232); the weakest influence is from the group 18-25 years old (0.154) Age regulates the relationship between PQ and CBBE In which, factor PQ positively influences CBBE factor the most strongly in group 18-25 years old (0.472); the second strongest influence is from group 26-35 years old (0.266); followed by the group 36-60 years old (0.207); the weakest influence is from the group Over 60 years old (0.135) Age regulates the relationship between BL and CBBE In which, BL factor positively influences CBBE factor the most strongly in group 18-25 years old (0.522); the second strongest influence is from group 26-35 years old (0.305); followed by the group 36-60 years old (0.201); the weakest influence is from the group Over 60 years old (0.111)
CHAPTER 5: COMMENTS AND RECOMMENDATIONS 5.1 Summary of study results and discussion
Firstly, the first 02 questions of the thesis are answered, including: What are the factors influencing pottery craft village brand equity? And how is the influence?
Results: Brand awareness has the strongest impact on the collective brand equity of pottery craft village (with impact coefficient = 0.22), followed by brand association (0.21); followed by perceived quality (0.17) and brand loyalty (0.16)
Besides, brand awareness affects brand loyalty (0.13), affects brand association (0.14), and perceived quality (0.11) Perceived quality affects brand association (0.11), affects brand loyalty (0.15) Brand association affects brand loyalty (0.14)
Similarities with the author's research:
Most researches in the world and Vietnam confirm the relationship between BAW, BAS, PQ, BL and CBBE: Yoo et al (2000); Yoo and Donthu (2001); Pappu et al (2005); Buil et al (2013); Nguyen Viet Bang (2015); Nguyen Tien Dung (2017); Kim and Kim (2004); Tho and Trang (2011), etc
Trang 10Differences from the author's research:
The results of the study once again confirm that there are differences between the
two concepts of brand awareness and brand association (two variables have been measured
by independent scales) which is similar to the results of Washburn et al (2002 ) or Pappu et
al (2005) or Buil et al (2008) and different from that of Yoo et al (2000, 2001) Meanwhile,
Yoo et al (2000, 2001) combined two variables of brand awareness and brand association
into one and measured by a common scale In addition, the impact level of these factors on
CBBE is very different in different studies This can be explained by the different research
contexts of each study
Secondly, the third question of the thesis is answered: Is there a moderating of the
variables age and lifestyle to the relationship between brand awareness, brand
association, perceived quality, brand loyalty and CBBE?
The multi-group analysis leads the author to the result that the hypotheses H11c,
H11d are disproved, the remaining hypotheses H11a, H11b, H12a, H12b, H12c, H12d are
accepted
The study of Orth et al (2005) confirms that lifestyle moderates the relationship
between perceived quality and brand equity However, the author's study results indicate
that lifestyle only moderate the relationships between brand awareness and brand equity,
between brand association and brand equity The levels of moderating vary by each group
of lifestyle Another new point the thesis has found is that age moderates all 04
relationships: between brand awareness and brand equity, brand associations and brand
equity, perceived quality and brand equity, brand loyalty and brand equity The levels of
moderating vary by different groups of age
5.2 Some proposals and recommendations
5.2.1 Some proposals for manufacturers and collective brand managers of pottery craft
villages
5.2.1.1 Group of solution based on secondary data
Based on the current status of secondary data of the thesis (Table 1.1: SWOT Matrix
for current situation of northern pottery craft villages - Section 1.1), the author proposes
some recommendations on products, prices, distribution channels, promotion-mix
5.2.1.2 Group of solution based on primary data
Analysis results show that there is a difference in mean of CBBE between males and
females In which, the mean of CBBE in the male group (3.77) is higher than that of the
female group (3.58) Thus, male customers will need to be paid more attention in
communication programs on pottery craft village collective brand
20
Group of solutions to improve brand awareness of pottery craft villages
According to the survey results, brand awareness is the factor that has the strongest impact on brand equity of pottery craft villages (with an impact coefficient of 0.22) Therefore, we need to take strong measures to improve collective brand awareness of pottery craft villages The results show that the weakest scale is BAW4 which is the collective brand of X pottery village is mentioned by many people when they need pottery products However, the surveyed objects have many very different opinions about this observed variable Therefore, manufacturers, as well as collective brand managers of pottery craft villages, need to focus on increasing the influence of this scale The measures that manufacturers need to take is to help the pottery craft village brands make more marks and impression in the customer’s mind so that they can remember and find the products when needed The name, logo, and brand identification marks should be strongly communicated
to the consumers by the means such as:
- Maximally utilize the media: To increase brand awareness, the craft village brands should appear as much as possible in front of their target customers groups It is necessary
to have specific researches on the means usually used by target customers to establish appropriate approaches
- Add the brands to local search keywords: Many customers have the habit of searching pottery products with keywords related to the location of the products Therefore
a database, website, and search engine related to the pottery craft villages are very important
- Investing in SEO: In addition to database, website, and search engine related to the craft villages, investing in the keywords to help brands of the craft villages to appear in the first rank of customer’s search is also essential Good brand awareness means that the craft village keywords are the first keyword appearing in the search engines It is common for customers to use Google to find the products they need The keywords about craft villages
or any issue customers often encounter with pottery products should be valued keywords to increase brand awareness
- As information technology develops strongly, promoting a brand through social networks has also achieved certain effects The fan-pages sharing information about pottery products of different craft villages are also the places to reach the customers effectively
- As brand awareness is the strongest factor affecting brand equity, craft village collective brand managers should work closely with the businesses and handicraft households to utilize the marketing tools such as advertising, brand promotion, creating distinctive features as well as recognizable and memorable features for the collective brand