Open AccessComponents of brand equity of Binh Thuan Dragon fruit
Author(s) -
Nghi Quoc Le,
Bang Nguyen,
Minh Tien Dinh
Publication year - 2014
Publication title -
science and technology development journal
Language(s) - English
Resource type - Journals
ISSN - 1859-0128
DOI - 10.32508/stdj.v17i2.1339
Subject(s) - brand equity , brand loyalty , brand awareness , business , advertising , perceived quality , brand management , psychology , chemistry
The paper aims at building the theoretical model of brand equity and developing a measure for brand equity of Bình Thuận dragon fruit. The results also show that the brand equity of Bình Thuận dragon fruit have 05 components: (i) Brand awareness, (ii) perceived quality, (iii) brand association, (iv) brand loyalty and (v) perceived safety.
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