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

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.