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10 (1) 2020 - The 30th Anniversary of Ho Chi Minh City Open University

The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand


Author - Affiliation:
Tran Tien Khoa - Center for Public Administration, International University Vietnam National University – Ho Chi Minh City , Vietnam
Nguyen Van Phuong - Center for Public Administration, International University Vietnam National University – Ho Chi Minh City , Vietnam
Trinh Vu Anh Thi - Center for Public Administration, International University Vietnam National University – Ho Chi Minh City , Vietnam
Nguyen Thi Minh Nguyet - Center for Public Administration, International University Vietnam National University – Ho Chi Minh City , Vietnam
Tran Van Dien - Center for Public Administration, International University Vietnam National University – Ho Chi Minh City , Vietnam
Do Thi Sa Huynh - Center for Public Administration, International University Vietnam National University – Ho Chi Minh City , Vietnam
Corresponding author: Tran Tien Khoa - ttkhoa@hcmiu.edu.vn

Abstract
This thesis study wants to implement a model test for better understandings of brand equity and consumer responses toward Cho Gao Dragon Fruit brand. With the rapid growth of agriculture, including domestic consumption and export of the dragon fruits, it is crucial to differentiate the Cho Gao Dragon Fruits to other competitors in both domestic and foreign markets. Using Structural equation modeling (SEM) to analyze the data of 274 questionnaires to investigate the effects of brand equity and its dimensions on consumer responses. The results show that brand equity dimensions such as brand awareness, brand association, perceived quality are interrelated and those dimensions have a direct and significant effect on brand equity, except brand awareness. The results support the assumption that brand equity has a positive relationship with consumer responses. The findings shed light on the current issues of the market for dragon fruits, which enables us to provide some suggestions for the Government to facilitate farmers and traders in building brand names, marketers for doing marketing activities, and students to know about brand equity of agricultural product such as dragon fruits.

Keywords
brand equity dimensions; overall brand equity; purchase intention; word of mouth

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Cite this paper as:

Tran, T. K., Nguyen, V. P., Trinh, V. A. T., Nguyen, T. M. N., Tran, V. D., & Do, T. S. H. (2020). The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand. Ho Chi Minh City Open University Journal of Science – Economics and Business Administration, 10(2), 18-36. doi:10.46223/HCMCOUJS.
econ.en.10.1.217.2020


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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.10.1.217.2020
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