The effect of marketing communications mix on the coffee house brand equity: Bachelor thesis of Business adminstration / Nguyen Danh Kiet ; supervisor Tran Duc Thuc

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MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM

BANKING UNIVERSITY OF HO CHI MINH CITY

NGUYEN DANH KIET

THE EFFECT OF MARKETING COMMUNICATIONS

MIX ON THE COFFEE HOUSE BRAND EQUITY

GRADUATE THESIS OUTLINE

MAJOR: BUSSINESS ADMINISTRATION

CODE:

SUPERVISOR

DR. TRAN DUC THUC

HO CHI MINH, 2022

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MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM

HO CHI MINH UNIVERSITY OF BANKING

NGUYEN DANH KIET

THE EFFECT OF MARKETING COMMUNICATIONS

MIX ON THE COFFEE HOUSE’s BRAND EQUITY

GRADUATE THESIS OUTLINE

MAJOR: BUSSINESS ADMINISTRATION

CODE:

SUPERVISOR

DR. TRAN DUC THUC

HO CHI MINH, 2022

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APPROVED BY: Committee APPROVED BY: Advisor

Dr. Tran Duc Thuc; PH.D

THESIS COMMITTEE

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DECLARATION

I declare that this thesis has been composed solely by myself and that it has not

been submitted, in whole or in part, in any previous application for a degree. Except

where states otherwise by reference or acknowledgment, the work presented is entirely

my own. The thesis has done under the guidance of DR. TRAN DUC THUC at the Ho

Chi Minh University of Banking, Viet Nam.

Thesis’s Author

Nguyen Danh Kiet

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ACKNOWLEDGE

This thesis is the author’s work, the research results are honest, in which no

previously published content or content is done by others except for cited quotes in

the thesis. During my thesis time, I got loads of backings and supportive gestures

from numerous people. This thesis would not have been accomplished without that

valuable input, support, counsel, and advice.

First and foremost, I would like to express my deepest acknowledge to my

advisor – DR. TRAN THUC DUC– lecturer at Ho Chi Minh University of

Banking – for his believable and unreserved help, valuable advice, and

recommendation. Thank for his effort and wide knowledge to make my topic

possible, his suggestions, direction, and advices are always highly appreciated and

greatly contributing to the success of this thesis.

I would also like to express my sincere appreciation to the professors and

lecturers for their guidance during my academic years at the Ho Chi Minh

University of Banking. The knowledge and skills that I have learned, have assisted

me in the completion of this thesis.

Last but not least, honestly the most supported ones are my family. Words

fail to express my thankfulness to my parents for their endless love. To all the

above and so many more, I just simply want to say again “Thank you for all your

encouragement, support, and love”.

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ABSTRACT

Purpose – The thesis between components of the marketing communications mix,

such as brand identification, brand image, brand love, and brand loyalty,.... are

investigated in this study. The study focuses on attitudes toward advertisements, monetary

and non-monetary advertising as parts of the marketing communications mix.

Design/methodology/approach – Based on a cross-section, online, self￾administered survey, proposed relationships are examined with 415 before the coffee

House consumers.

Findings – Attitudes toward advertisements, monetary advertising, and non￾monetary advertising,.... all play important roles in marketing communications mix

Keywords - Advertising, Sales promotions, Brand image, Brand identification,

Brand love, Brand loyalty, Coffee shop industry.

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TABLE OF CONTENTS

LIST OF FIGURE ...........................................................................................................................9

CHAPTER 1: OVERVIEW OF THESIS......................................................................................11

1.1. The necessity of the topic ............................................................................................... 11

1.2. Objective and questions.................................................................................................. 12

1.3. Research subjects and scope ........................................................................................... 12

1.4. Research methods ........................................................................................................... 13

1.5. Research significance...................................................................................................... 13

1.6. Thesis structure ............................................................................................................... 13

CHAPTER 2: LITERATURE REVIEW.......................................................................................16

2.1. Prior literature ................................................................................................................. 16

2.1.1. Marketing communications Process............................................................... 16

2.1.2. Marketing communications mix tools ............................................................ 18

2.2. Three components of the communication mix................................................................ 19

2.2.1. Attitude toward Advertisement....................................................................... 19

2.2.2. Non-Monetary marketing................................................................................ 20

2.2.3. Monetary marketing........................................................................................ 20

2.3. The element of brand equity ........................................................................................... 21

2.3.1. Brand Identification ........................................................................................ 21

2.3.2. Brand Image.................................................................................................... 22

2.3.3. Brand Love...................................................................................................... 23

2.3.4. Brand Loyalty ................................................................................................. 24

2.4. Previous empirical thesis ................................................................................................ 25

2.5. Hypotheses model........................................................................................................... 28

CHAPTER 3: THE REASEARCH METHODOLOGY ...............................................................30

3.1. Research process............................................................................................................. 30

3.2. Research methods ........................................................................................................... 30

3.3. Sample description.......................................................................................................... 31

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3.4. Survey design.................................................................................................................. 32

3.4.1. Scale applied in the survey ............................................................................. 32

3.4.2. The questionnaire designs............................................................................... 32

3.5. The reliability of the scale............................................................................................... 33

3.5.1. EFA-Exploratory factor analysis .................................................................... 34

3.5.2. CONFIRMING FACTOR ANALYSIS (CFA) .............................................. 34

3.5.3. SEMLINEAR STRUCTURE MODEL.......................................................... 36

CHAPTER 4: DATA ANALYSIS ................................................................................................38

4.1. Descriptive statistic......................................................................................................... 38

4.2. DATA ANALYSIS RESULTS ...................................................................................... 40

4.2.1. Testing the scale by Cronbach's Alpha reliability coefficient ........................ 40

4.2.2. The results of exploratory factor analysis EFA .............................................. 42

4.2.3. Confirmatory factor analysis CFA.................................................................. 44

4.2.4. Unidirectional and data fit TESt ..................................................................... 45

4.2.5. CHECKING THE VALUE OF CONFIGURATION OF THE COVERAGE45

4.2.6. Evaluate the reliability of the scale................................................................. 47

4.2.7. Check the discriminant validity of the scale ................................................... 49

4.2.8. SEM linear structural model testing ............................................................... 50

4.2.9. Check the relationship between the factors in the model ............................... 51

4.2.10. Testing theoretical model estimation using Bootstrap.................................... 53

4.3. Conclusion of Statistical Hypothesis.............................................................................. 54

4.4. Discussion....................................................................................................................... 55

Chapter 5: COnclusion ..................................................................................................................58

5.1. Implications..................................................................................................................... 58

5.2. Limitations...................................................................................................................... 60

5.3. Recommendations for Policy and Future research ......................................................... 61

References .....................................................................................................................................63

PART II: SURVEYING IMPACTS OF FACTORS.....................................................................70

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LIST OF FIGURE

FIGURE 2-1 SIMPLE MODEL OF COMMUNICATION PROCESS............................................17

FIGURE 2-2 COMPLEX MODEL OF MARKETING COMMUNICATIONS PROCESS.............18

FIGURE 2-3 RESEARCH MODEL................................................................................................28

FIGURE 3-1 RESEARCH FLOW CHART.....................................................................................30

FIGURE 4-1 CFA RESULTS OF THE CRITICAL MEASUREMENT MODEL (NORMALIZED)

.................................................................................................................................................45

FIGURE 4-2 SEM RESULTS OF THE RESEARCH MODEL (NORMALIZED)..........................51