MEASURING BRAND VALUE BASED ON CUSTOMER DATA: THE SURVEY FROM SMARTPHONE MARKET IN HO CHI MINH CITY, VIETNAM

  • Tran Huu Ai Van Hien University, Ho Chi Minh City
  • Le Thị Minh Nguyen Van Hien University, Ho Chi Minh City
  • Hong Mai Thi Dao Van Hien University, Ho Chi Minh City
Keywords: brand value; brand strategy; smartphones; customer survey; Ho Chi Minh; Vietnam

Abstract

This study uses structural equation modeling (SEM) to find the correlation between the variables of the brand value model following (David Aaker, 1991) and using the customer data from the survey of 354 customers in Ho Chi Minh City, Vietnam. The results show the impact level of the factors that constitute the brand value of smartphones in general as well as the brand value of particular smartphones. The findings may be found important for building and developing brand strategies by Vietnamese manufacturers and retailers.

Author Biographies

Tran Huu Ai, Van Hien University, Ho Chi Minh City

PhD, lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam

Research interests – markets of agricultural products, SMEs functioning and government support, organic food markets, ecological economics, environmental issues of economic development and corporate social responsibility Published more than 60 papers in International journals, member of editorial board of International journals

Le Thị Minh Nguyen, Van Hien University, Ho Chi Minh City

MBA, Lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam

Research interests: SMEs functioning and government support, consumer behavior, innovative products markets and finances. Published more than 20 papers in International journals.

Hong Mai Thi Dao, Van Hien University, Ho Chi Minh City

MBA, Lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam

Research interests: SMEs functioning and government support, consumer behavior, innovative products markets and finances. Published more than 20 papers in International journals

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Published
2019-03-31
How to Cite
Ai, T. H., Nguyen, L. T., & Dao, H. (2019). MEASURING BRAND VALUE BASED ON CUSTOMER DATA: THE SURVEY FROM SMARTPHONE MARKET IN HO CHI MINH CITY, VIETNAM. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (2(15), 30-39. Retrieved from https://euraseans.com/index.php/journal/article/view/132

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