MEASURING BRAND VALUE BASED ON CUSTOMER DATA: THE SURVEY FROM SMARTPHONE MARKET IN HO CHI MINH CITY, VIETNAM
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.
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International College Suan Sunandha
Rajabhat University, Bangkok, Thailand