Factors affecting brand authenticity in F and B industry in Vietnam – A case study of Starbucks in Ho Chi Minh city: Bachelor thesis of Business adminstration / Le Pham Dang Khoa ; supervisor Tran Van Dat

THE STATE BANK OF VIETNAM

HO CHI MINH BANKING UNIVERSITY

**********

LE PHAM DANG KHOA

FACTORS AFFECTING BRAND AUTHENTICITY IN F&B INDUSTRY IN

VIETNAM – A CASE STUDY OF STARBUCKS IN HO CHI MINH CITY

BACHELOR’S THESIS

MAJOR: BUSINESS ADMINISTRATION

CODE: 52340101

HO CHI MINH CITY, 09/2021

THE STATE BANK OF VIETNAM

HO CHI MINH BANKING UNIVERSITY

**********

LE PHAM DANG KHOA

FACTORS AFFECTING BRAND AUTHENTICITY IN F&B INDUSTRY IN

VIETNAM – A CASE STUDY OF STARBUCKS IN HO CHI MINH CITY

BACHELOR’S THESIS

MAJOR: BUSINESS ADMINISTRATION

CODE: 52340101

SUPERVISIOR: MR. TRAN VAN DAT

HO CHI MINH CITY, 2021

ABSTRACT

The main purpose of this study is to find out which factors affecting brand

authenticity in F&B industry by concentrating on Starbucks. For this purpose, a

conceptual model was developed based on other research models.

The study had collected data by conducting 200 surveys online in Ho Chi Minh

City. The author use SPSS 20 software to do analysises have show the results that

Uniqueness, Scarcity, Longitudinal Consistency, Longevity, Brand legitimacy and

Employee‟s passion are 6 factors that have positive influence on brand authenticy of

Starbucks.

This results study could be used as a reference for further research and for

Entrepreneurs, Marketing managers, or businessman to have a concept about the

brand authenticity therefore make plans to build authenticity to have a more

competitive position.

DECLARATION

I declare that the thesis "Factors affecting brand authenticity in F&B industry in

Vietnam – A case study of Starbucks in Ho Chi Minh City" is the result of my

research. Except for the references to previous research papers mentioned in the

thesis, the survey data and results of the thesis are genuine and have never been

published before.

ACKNOWLEDGEMENTS

The first person I would like to thank is Ph.D. Tran Van Dat who supported me

directly. He has given me lots of valuable advice and suggestions for me to

complete the thesis.

I would like to thank the teachers of the Facility of Business Administration. They

gave me the knowledge and useful experience during the time I was learning at the

university.

I would like to thank my friends from HQ5 – GE11 for sharing, helping me during

my time at school.

I also express my attitude to all my friends who helped me directly or indirectly.

Who answered the survey for my data in this thesis.

Finally, I would like to thank my family, relatives for encouraging me during this

thesis.

Table of Contents

Chapter 1. Overview of thesis 1

1.1. Introduction 1

1.2. Aim of research 3

1.3. Research object and Research cope 3

1.4. Methodology: 4

1.5. Research structure 4

Chapter 2. Literature review 6

2.1. Authenticity 6

2.1.1. Definition of Authenticity 6

2.1.2. Definitions of different perspectives of authenticity 6

2.2. Brand authenticity 7

2.2.1. Definition of brand authenticity 7

2.2.2. The concept of brand authenticity 8

2.3. Related research 10

2.4. Proposed model 13

2.4.1. Overview Starbucks case 13

2.4.2. Proposed model 14

Chapter 3. RESEARCH METHODOLOGY 19

3.1. Research design 19

3.2. Research methodology 20

3.2.1. Qualitative method: 20

3.2.2. Quantitative method: 21

3.3. Adjusting model research 24

3.4. Building the scale 28

3.4.1. Scale of Uniqueness: 29

3.4.2. Scale of Scarcity 30

3.4.3. Scale of Longevity 31

3.4.4. Scale of Longitudinal Consistency 32

3.4.5. Scale of Brand Legitimacy 33

3.4.6. Scale of Employee‟s passion 34

3.4.7. Scale of Brand authenticity 35

3.5. Data processing methods: 35

3.5.1. Cronbach's alpha analyzing: 35

3.5.2. EFA analyzing: 36

3.5.3. Regression and ANOVA analyzing: 37

Chapter 4. RESEARCH RESULT 39

4.1. Sample descriptions 39

4.2. Reliability coefficients Cronbach‟s Alpha 42

4.2.1. Uniqueness (UQ) 42

4.2.2. Scarcity (SC) 43

4.2.3. Longevity (LG) 44

4.2.4. Longitudinal consistency (LC) 45

4.2.5. Brand Legitimacy (BL) 46

4.2.6. Employee‟s passion (EP) 47

4.2.7. Brand authenticity (BA) 48

4.3. Analyzing EFA (Exploratory Factor Analysis) 49

4.3.1. EFA of independent variables 49

4.3.2. EFA of dependent variable 52

4.4. Comparatives analysis 54

4.5. Analyzing Regression 55

4.6. Determining the difference by the characteristics of the research object 58

4.6.1. Gender differences 58

4.6.2. Age differences 60

4.6.3. Job differences 62

4.6.4. Income differences 64

Chapter 5. Conclusion and managerial implications 67

5.1. Conclusion 67

5.2. Managerial implications 68

5.2.1. Uniqueness 68

5.2.2. Brand legitimacy 69

5.2.3. Longitudinal Consistency 69

5.2.4. Employee‟s passion 70

5.2.5. Scarcity 70

5.2.6. Longevity 71

5.3. Limitation and further research 71

5.3.1. Limitation of thesis 71

5.3.2. Further research 72

LIST OF ACRONYMS

ANOVA Analysis of Variance

EFA Exploratory Factor Analysis

HCMC Ho Chi Minh City

F&B Food and Beverage

SPSS Statistical Package for Social Sciences