PRIMA: Practices and Research in Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

The Effects of Selected Marketing Mix Elements on Customer-Based Brand Equity:The Case of Coffee Chains in Vietnam


Affiliations
1 International University, Vietnam National University, Viet Nam
     

   Subscribe/Renew Journal


Although marketing mix elements have been frequently applied among international marketers and practitioners, there has been little research effort to explain the nature linkage between marketing mix elements and Customer-based Brand Equity in emerging markets. Drawing that notion on marketing mix elements, this study proposes a conceptual framework in which six marketing mix elements, included:Price, Store Image, Distribution Intensity, Monetary Promotion, Nonmonetary Promotion, and Advertising Spending have been selected to investigate the significant level of influence on three dimensions of Customer-based Brand Equity, composed of: Brand Awareness/Brand Association, Brand Loyalty, and Perceived Quality. Data was collected from 310 consumers in four coffee shops o leading brands in Ho Chi Minh City, Vietnam, namely: Phuc Long, Starbucks, Highlands, The Coffee Bean and Tea Leafs. Structural Equation Modelling (SEM) technique has been used to reflect the relationship between latent constructs. The finding indicates that the higher price, higher distribution intensity and higher non-monetary promotion, the higher Customer-based Brand Equity while frequent used of monetary promotion may result in lower Brand Equity on customers. This study generates new insights for practitioners operating in Vietnamese coffee shops.

Keywords

Marketing Mix Elements, Customer-Based Brand Equity, Price, Distribution Intensity, Nonmonetary Promotion.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aaker, D. A. (1991). Managing brand equity. Macmillan, New York, NY.

  • Bobeic, A. M. Marketing Mix Policies in Fmcg Case-Study: The Advertising Strategy.

  • Bollen, K. A. (1989). Structural equations with latent variables. Wiley, New York, NY.

  • Bryman, A., & Cramer, D. (1990). Quantitative data analysis for social scientists. London: Routledge.

  • Fayrene, C. Y., & Lee, G. C. (2011). Customer-based brand equity: A literature review. Researchers World, 2(1), 33.

  • Giraldi, J. D. M. E., Spinelli, P. B., & Merlo, E. M. (2003). Retail store image: analysis of the implications for store positioning. Revista Eletrônica de Administração, 9(6), 203-222.

  • Hamid, M., Rasool, S., Kiyani, A. A., & Ali, F. (2012). Factors affecting the brand recognition: An exploratory study. Global Journal of Management and Business Research, 12(7).

  • Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55.

  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.

  • Koksal, Y. (2014). The efficiency of monetary and non-monetary sales promotions on brand preference: A case of Albanian GSM Companies. Istanbul University Journal of the School of Business, 43(2), 319-331.

  • Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, 63, 33-44.

  • Palazon-Vidal M, Delgado-Ballester E. Effectiveness of price discounts and premium promotions. Psychology and Marketing 2009, 26(12), 1108-129.

  • Tong, X., & Hawley, J. M. (2009). Measuring customer-based brand equity: empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18(4), 262-271.

  • Tuominen, P. (1999). Managing brand equity. Lta, 1(99), 65-100.

  • Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing and Science, 28(2), 195-211.

  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1-14.

  • Zeithaml, V. A . (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing 52 (July), 2-22.


Abstract Views: 301

PDF Views: 0




  • The Effects of Selected Marketing Mix Elements on Customer-Based Brand Equity:The Case of Coffee Chains in Vietnam

Abstract Views: 301  |  PDF Views: 0

Authors

Thong Quang Bui
International University, Vietnam National University, Viet Nam
Hau Vinh Nguyen
International University, Vietnam National University, Viet Nam
Ngoc Thai Pham
International University, Vietnam National University, Viet Nam

Abstract


Although marketing mix elements have been frequently applied among international marketers and practitioners, there has been little research effort to explain the nature linkage between marketing mix elements and Customer-based Brand Equity in emerging markets. Drawing that notion on marketing mix elements, this study proposes a conceptual framework in which six marketing mix elements, included:Price, Store Image, Distribution Intensity, Monetary Promotion, Nonmonetary Promotion, and Advertising Spending have been selected to investigate the significant level of influence on three dimensions of Customer-based Brand Equity, composed of: Brand Awareness/Brand Association, Brand Loyalty, and Perceived Quality. Data was collected from 310 consumers in four coffee shops o leading brands in Ho Chi Minh City, Vietnam, namely: Phuc Long, Starbucks, Highlands, The Coffee Bean and Tea Leafs. Structural Equation Modelling (SEM) technique has been used to reflect the relationship between latent constructs. The finding indicates that the higher price, higher distribution intensity and higher non-monetary promotion, the higher Customer-based Brand Equity while frequent used of monetary promotion may result in lower Brand Equity on customers. This study generates new insights for practitioners operating in Vietnamese coffee shops.

Keywords


Marketing Mix Elements, Customer-Based Brand Equity, Price, Distribution Intensity, Nonmonetary Promotion.

References