Luận văn thạc sĩ UEH the effects of marketing communication on brand equity

MINISTRY OF EDUCATION TRAINING

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

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HUỲNH KIM PHỤNG

THE EFFECTS OF MARKETING

COMMUNICATON ON BRAND

EQUITY

Major: Business Administration

Major Code: 60.34.05

Supervior: Dr. TRẦN HÀ MINH QUÂN

Ho Chi Minh City - 2011

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TABLE OF CONTENT

ACKNOWLEDGEMENTS……………………………………………………….1

ABSTRACT………………………………………………………………………..2

CHAPTER 1. BACKGROUND…………………………………………….3

1.1. Introduction…………………………………………………………………3

1.2. Research Objectives………………………………………………………...4

1.3. Research methodology and scope…………………………………………..4

1.4. Managerial implications……………………………………………………5

1.5. Structure of the research report……………………………………………..5

CHAPTER 2. LITERATURE REVIEW AND RESEARCH MODEL….7

2.1. Introduction…………………………………………………………………7

2.2. Brand equity…………………………………………………………………7

2.2.1. Brand awareness……………………………………………………...7

2.2.2. Perceived quality……………………………………………………..8

2.2.3. Brand loyalty…………………………………………………………8

2.2.4. Brand Association……………………………………………………8

2.3. The elements of marketing communication…………………………………9

2.3.1. Advertising Spending……………………………………………….10

2.3.2. Field Support Activities…………………………………………….11

2.3.3. Sales Promotion…………………………………………………….11

2.4. Research Model…………………………………………………………….12

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2.5. Summary…………………………………………………………………...13

CHAPTER 3. RESEARCH METHODOLOGY…………………………15

3.1. Introduction………………………………………………………………..15

3.2. Research design……………………………………………………………15

3.2.1. Research methodology……………………………………………...15

3.2.2. Research process……………………………………………………17

3.2.3. Questionnaire Structure……………………………………………..18

3.3. Measurement scale development…………………………………………..19

3.3.1. Measurements of brand awareness…………………………………19

3.3.2. Measurements of perceived quality………………………………...20

3.3.3. Measurements of brand loyalty…………………………………….20

3.3.4. Measurements of attitudes toward advertising spending…………..21

3.3.5. Measurements of attitudes toward field support activities………...21

3.3.6. Measurements of attitudes toward sales promotion………………..22

3.4. Field work………………………………………………………………….23

3.4.1. Researched brands………………………………………………….23

3.4.2. Sample……………………………………………………………...23

3.5. Summary…………………………………………………………………..24

CHAPTER 4. RESEARCH RESULTS…………………………………...28

4.1. Introduction………………………………………………………………..28

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4.2. Sample Characteristics…………………………………………………….28

4.3. Measure reliability check………………………………………………….28

4.4. Exploratory factor analysis (EFA)…………………………………………31

4.5. Examination research model by multiple regression………………………36

4.5.1. Examination the effects of advertising spending, field support

activities and sales promotion on brand awareness……………………………….36

4.5.2. Examination the effects of advertising spending, field support

activities and sales promotion on perceived quality………………………………37

4.5.3. Examination the effects of advertising spending, filed support

activities and sales promotion on brand loyalty…………………………………..39

4.6. Summary…………………………………………………………………...41

CHAPTER 5. DISCUSSION AND CONCLUSION……………………..43

5.1. Introduction………………………………………………………………..43

5.2. Marketing communication elements and building brand equity………….43

5.3. Limitation and future research…………………………………………….45

REFERENCES ………………………………………………………………….46

APPENDIX

TABLE

Table 2.1: Structural model – Relationship between some key elements of

marketing communication and brand equity………………………………………13

Table 3.1: Research progression…………………………………………………..16

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Table 3.2: Research process……………………………………………………….17

Table 3.3: Measurement scales for brand awareness……………………………..19

Table 3.4: Measurement scales for perceived quality……………………………..20

Table 3.5: Measurement scales for brand loyalty…………………………………20

Table 3.6: Measurement scales for attitudes toward advertising spending……….21

Table 3.7: Measurement scales for attitudes toward field support activities……..22

Table 3.8: Measurement scales for attitudes toward sales promotion……………..22

Table 4.1: Sample Characteristics…………………………………………………28

Table 4.2: Cronbach’s Alpha coefficient for the used measurement scales……….30

Table 4.3: Total Variance Explained – elements of marketing communication…..32

Table 4.4: Rotated Component Matrix(a) – elements of marketing

communication…………………………………………………………………….33

Table 4.5: Total Variance Explained – elements of brand equity…………………33

Table 4.6: Rotated Component Matrix(a) – elements of brand equity…………….34

Table 4.7: New Variables Computed……………………………………………...35

Table 4.8: Model Summary – Marketing Communication and Brand

Awareness…………………………………………………………………………37

Table 4.9: ANOVA (b) – Marketing Communication and Brand Awareness……37

Table 4.10: Coefficients (a) – Marketing Communication and Brand

Awareness…………………………………………………………………………37

Table 4.11: Model Summary – Marketing Communication and Perceived

Quality……………………………………………………………………………..39

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