Employing netnography approach to describe brand image from customers’ perspectives - The case of The Cocoon Original Vietnam Author - Affiliation: Xuan Thi Thanh Le - Ho Chi Minh City University of Technology, Ho Chi Minh City , Vietnam Uyen Bao Ly - Ho Chi Minh City University of Technology, Ho Chi Minh City , Vietnam Corresponding author: Xuan Thi Thanh Le - lttxuan@hcmut.edu.vn DOI:10.46223/HCMCOUJS.econ.en.14.2.2538.2024 Submitted: 02-10-2022 Accepted: 28-02-2023 Published: 30-06-2023

Abstract

The present study is proposed based on two important practical issues. First, brand image is one essential aspect of building the brand of a business. Second, with the development of the internet, social media has become a revolution for people worldwide to communicate, connect, create, and share their content and opinions in a dynamic and flexible way. Customers use their social networks to discuss online their reviews, and recommendations regarding product quality and customer service of a brand. Based on these two practical issues, the present study employs Netnography as the research method to explore aspects of the brand image of Cocoon from customers’ perspectives, with the following objectives: (1) explore aspects of Cocoon’s brand image, (2) describe customers’ perspective of these aspects, and (3) propose suggestions for Cocoon to improve its brand image from the viewpoint of customers. The study is conducted by combining in-depth interview data and Netnography data. Then the thematic analysis is undertaken as an approach to Analysing data. The research findings result from the interviews with 07 customers and Netnography data from 49 posts on 08 communities on Facebook. Among 15 explored aspects of Cocoon’s brand, there are 08 aspects of Cocoon, which are reviewed and discussed frequently, including quality, reputation, price, packaging, brand aspects, usefulness, influencer marketing, and seeding. Based on the research findings, several solutions are proposed to improve its brand image for Cocoon.