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 1|Page 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 2|Page APPROVED BY: Committee APPROVED BY: Advisor Dr. Tran Duc Thuc; PH.D THESIS COMMITTEE 3|Page 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 4|Page 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”. 5|Page 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. 6|Page TABLE OF CONTENTS LIST OF FIGURE.
9 CHAPTER 1: OVERVIEW OF THESIS. The necessity of the topic. Objective and questions. Research subjects and scope.
13 CHAPTER 2: LITERATURE REVIEW. Marketing communications Process. Marketing communications mix tools. Three components of the communication mix.
Attitude toward Advertisement. Non-Monetary marketing. The element of brand equity. Previous empirical thesis.28 CHAPTER 3: THE REASEARCH METHODOLOGY.
Scale applied in the survey. The questionnaire designs. The reliability of the scale. EFA-Exploratory factor analysis.
CONFIRMING FACTOR ANALYSIS (CFA). SEMLINEAR STRUCTURE MODEL.36 CHAPTER 4: DATA ANALYSIS. DATA ANALYSIS RESULTS. Testing the scale by Cronbach's Alpha reliability coefficient.
The results of exploratory factor analysis EFA. Confirmatory factor analysis CFA. Unidirectional and data fit TESt. CHECKING THE VALUE OF CONFIGURATION OF THE COVERAGE45 4.
Evaluate the reliability of the scale. Check the discriminant validity of the scale. SEM linear structural model testing. Check the relationship between the factors in the model.
Testing theoretical model estimation using Bootstrap. Conclusion of Statistical Hypothesis. Recommendations for Policy and Future research.63 PART II: SURVEYING IMPACTS OF FACTORS.70 8|Page 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 9|Page LIST OF TABLE TABLE 2-1 SHOW HOW THE COMMUNICATION MIX INTERPRETS THE MARKETING MIX.19 TABLE 4-1 DESCRIPTIVE STATISTICS OF THE STUDY SAMPLE.39 TABLE 4-2 SUMMARY OF CRONBACH'S ALPHA TEST RESULTS.41 TABLE 4-3 EFA ANALYSIS RESULTS FOR MEASUREMENT CONCEPTS.43 TABLE 4-4 UNNORMALIZED REGRESSION COEFFICIENTS OF THE CFA MODEL.46 TABLE 4-5 STANDARDIZED REVOLUTION COEFFICIENTS OF THE CFA MODEL.47 TABLE 4-6 SUMMARY RELIABILITY RESULTS AND EXTRACTED VARIOUS.49 TABLE 4-7 RESULTS OF DIFFERENT VALUE BETWEEN VARIABLES. 50 TABLE 4-8 SEM MODEL NON-NORMALIZED WEIGHT.53 TABLE 4-9 STANDARDIZED WEIGHT OF SEM MODELS.53 TABLE 4-10 STANDARDIZED REGRESSION COEFFICIENT OF THEORETICAL MODEL.55 10 | P a g CHAPTER 1: OVERVIEW OF THESIS In this section, the author will give brief evidence about the importance of the topic.
Furthermore, the author also provides background information about the research such as research object, research scope, research questions, and research methods. The necessity of the topic Currently, the food and beverage (F&B) market arisen of fertile lands for potential investors. Because it is a potential market, coffee shops have continuously sprouted with a new brand in recent years. Because of the fierce competition in the food and beverage (F&B) market, investors often have to change their business ideas and plans, and constantly improve the quality and service of the food to get the best results can bring comfort to customers as well as win customers' love for the brand.
To survive and thrive in an environment with intense competition like today's food and beverage (F&B) market in Vietnam, where investors constantly face difficulties in making a difference distinctive features in the industry, especially in the service industry. Christian Haposan Pangaribuan et al (July 2019) studied: "Factors influencing the decision to return to a coffee shop and word of mouth through customer satisfaction"; "Factors influencing the decision to return to a coffee shop and word of mouth through customer satisfaction" customers' intention to return at Klang valley cafes" by Hui Hue Yeow et al (2014); Measuring the important influence of Marketing Mix on customer loyalty through customer satisfaction customers for food and beverage products (Sudari et al. After referring to the above research, the author found that more knowledge is integrated such as consulting on choosing the right restaurant model, making business plans. Marketing policies such as: attention to customer experience, customer retention, reasonable prices management.
are factors that help investors gain a foothold in this attractive market. In addition, the authors will focus their 11 | P a g research on a specific brand to better determine how this relationship works at scale if the marketing communications mix elements in each brand are different. From the above reasons, the author decided to choose the topic: “THE EFFECT OF MARKETING COMMUNICATIONS MIX ON THE COFFEE HOUSE BRAND EQUITY” 1. Objective and questions The study focuses on the following specific objectives: Firstly, Determine the impact factors of the Marketing communicationss Mix on the brand equity of The Coffee House.
Secondly, Evaluate the impact of the elements of the Marketing Communications Mix on the brand equity of The Coffee House. Lastly, Propose management implications to improve ove brand equity of The Coffee House - What are the factors that affect the brand equity of The Coffee House? - How does each variable in the research model of Marketing Communications Mix affect the brand equity of The Coffee House? - What should be done to improve Marketing Communications Mix in order to rate up the brand equity of The Coffee House? 1. Research subjects and scope Research object Research object: The impact of factors combining marketing communications on the brand equity of The Coffee House. Survey object: Customers have known The Coffee House.
Scope of research Scope of space: The Coffee House in Thu Duc District. Time range: Survey period from 01/02/2022 - 14/03/2022 12 | P a g 1. Research methods The research was carried out by using the mixture methodology of qualitative and quantitative research in this paper. Qualitative research: By referring to and summarizing relevant research results, the author identifies factors of the Marketing communications Mix that influence on the brand equity of The Coffee House then uses survey tools (survey online via Google form tool and collect survey forms directly).
Quantitative research: Conduct a survey of customers on the impact of the Marketing communications Mix through questionnaires to collect data. From the collected information, SPSS software will be used to process the data through EFA analysis, confirmatory factor analysis (CFA), and other factors. Others side The AMOS was used to test the proposed relationships in this study using structural equation modeling techniques. Cronbach’s alphas were used to test the internal consistency of study constructs and other necessary analyses.
Research significance The study’s findings are potentially important to marketers and marketing managers in organizations in planning for their strategies’ marketing communications mix to realize the importance of marketing communications mix to The Coffee House brand equity. It is also useful to marketing managers and marketers when it comes to management and policymaking. Students of marketing will definitely find the generalizations of this study essential in the review of literature as a requisite for higher studies in the area of marketing communications, macro-environment, or other related variables of the study and for future research studies. Thesis structure Chapter 1: Introduction 13 | P a g In this section, the author will give brief evidence about the importance of the topic.
Furthermore, the author also provides background information about the research such as research object, research scope, research questions, and research methods. Chapter 2: Literature review In this chapter 2, the author will focus on learning about the theoretical overview and related previous studies. This step plays an important role in helping the author better understand the concept and research area, which helps to provide theoretical frameworks or theoretical bases. The study gives theories related to the online learning model, disrupted education, student satisfaction and a number of previous studies related to online learning.
Chapter 3: The research methodology After having a solid theoretical foundation, the author proceeds to build a research model and research methods. In this section, the author also provides information about the stages in the research process and detailed questionnaires to conduct the survey. Chapter 4: Data analysis The study is analyzed through SPSS software. In addition, this chapter focuses on building measurement scales in research and methods to assess the reliability of the scale through Cronbach's alpha coefficient, exploratory factor analysis EFA, check the research model by SEM parsing.
The research results will show the impact of the independent variables on the dependent variable, the correlation relationship between the variables, and compare the differences between the observed variables. Finally, there is a discussion of the results of the data analysis. Chapter 5: Conclusion 14 | P a g In this last chapter, based on the previous analysis results, the author will make recommendations to improve and enhance students' satisfaction with online learning platform. 15 | P a g CHAPTER 2: LITERATURE REVIEW “In this chapter 2, the author will focus on learning about the theoretical overview and related previous studies.
This step plays an important role in helping the author better understand the concept and research area, which helps to provide theoretical frameworks or theoretical basis. Marketing communications Process It was already mentioned above that marketing communication is an active process between sellers and buyers. Nowadays, market is fulfilled with many offers. Interpretation and communication is very important in order to get customers’ attention.
Marketing communication is also a complex process that needs to be recognized by every seller and customer.