MINISTRY OF EDUCATION TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY ----oOo------- HUỲNH KIM PHỤNG THE EFFECTS OF MARKETING COMMUNICATON ON BRAND EQUITY Major: Business Administration Major Code: 60. TRẦN HÀ MINH QUÂN Ho Chi Minh City - 2011 TABLE OF CONTENT ACKNOWLEDGEMENTS………………………………………………………. Research methodology and scope…………………………………………. Structure of the research report…………………………………………….
LITERATURE REVIEW AND RESEARCH MODEL…. The elements of marketing communication…………………………………9 2. Field Support Activities……………………………………………. Measurement scale development………………………………………….
Measurements of brand awareness…………………………………19 3. Measurements of perceived quality………………………………. Measurements of brand loyalty……………………………………. Measurements of attitudes toward advertising spending………….
Measurements of attitudes toward field support activities………. Measurements of attitudes toward sales promotion………………. Measure reliability check…………………………………………………. Exploratory factor analysis (EFA)…………………………………………31 4.
Examination research model by multiple regression………………………36 4. Examination the effects of advertising spending, field support activities and sales promotion on brand awareness………………………………. Examination the effects of advertising spending, field support activities and sales promotion on perceived quality………………………………37 4. Examination the effects of advertising spending, filed support activities and sales promotion on brand loyalty………………………………….
DISCUSSION AND CONCLUSION……………………. Marketing communication elements and building brand equity…………. Limitation and future research…………………………………………….46 APPENDIX TABLE Table 2.1: Structural model – Relationship between some key elements of marketing communication and brand equity………………………………………13 Table 3.3: Measurement scales for brand awareness…………………………….4: Measurement scales for perceived quality…………………………….5: Measurement scales for brand loyalty…………………………………20 Table 3.6: Measurement scales for attitudes toward advertising spending……….7: Measurement scales for attitudes toward field support activities…….8: Measurement scales for attitudes toward sales promotion…………….1: Sample Characteristics…………………………………………………28 Table 4.2: Cronbach’s Alpha coefficient for the used measurement scales……….3: Total Variance Explained – elements of marketing communication….4: Rotated Component Matrix(a) – elements of marketing communication…………………………………………………………………….5: Total Variance Explained – elements of brand equity…………………33 Table 4.6: Rotated Component Matrix(a) – elements of brand equity…………….7: New Variables Computed…………………………………………….8: Model Summary – Marketing Communication and Brand Awareness…………………………………………………………………………37 Table 4.9: ANOVA (b) – Marketing Communication and Brand Awareness……37 Table 4.10: Coefficients (a) – Marketing Communication and Brand Awareness…………………………………………………………………………37 Table 4.11: Model Summary – Marketing Communication and Perceived Quality…………………………………………………………………………….12: ANOVA (b) – Marketing Communication and Perceived Quality…………………………………………………………………………….13: Coefficients (a) – Marketing Communication and Perceived Quality…………………………………………………………………………….14: Model Summary – Marketing Communication and Brand Loyalty…………………………………………………………………………….15: ANOVA (b) – Marketing Communication and Brand Loyalty………41 Table 4.16: Coefficients (a) – Marketing Communication and Brand Loyalty…………………………………………………………………………….17: Hypothesis and research results………………………………………42 Page 1 of 52 ACKNOWLEDGMENTS The author would like to thank Dr Tran Ha Minh Quan for his instructions and valuable comments during the research. I also would like to thank Mr Dang Huu Phuc who gave meaningful advice for processing data.
Page 2 of 52 ABSTRACT The objective of this paper is to investigate the relationship between selected elements of marketing communication and brand equity of in the body lotion category. The selected set includes three key elements from each of marketing factors. They are advertising spending, field support activities and sales promotion from communication. Plus, awareness, perceived quality and brand loyalty are from brand equity.
With the concrete measurement, the study surveys body lotion users in HCMC. The results show that to selected component of brand equity of body lotion category, advertising spending and field support activities response a positive side, whereas sales promotion have a negative impact. These findings provide insights for doing strategy of marketing communication activities generating and managing brand equity. Page 3 of 52 CHAPTER 1.
Introduction Brand equity is very important as it is a source of sustainable competitive advantages of a brand. The brand owning strong equity increases a chance for the brand to be selected, purchased more frequently and so the loyalty to the brand is higher, Pitta and Katsanis (1995). Moreover, brand equity has strong relationship with marketing communication. From various study, importance of brand equity are witnessed According to Rajh 2005, brand equity is very important because it has many benefits for companies.
Bharadwaj et al., (1993) and Hoffman (2000) find that brand equity could be considered as a source of sustainable competitive advantage while Pitta and Katsanis (1995) discover that there is the positive relationship between brand equity and brand loyalty. It means that the brand owning strong equity increases a chance for the brand to be selected, purchased more frequently and so the loyalty to the brand is higher.