Author(s): Cuong Hung Pham
This paper takes the initiative of empirically analyzing the antecedents of consumer based brand equity of the consumer goods retailers in Vietnam. The antecedents of brand equity denote the differential effect of brand knowledge on the consumers’ response to marketing efforts of a brand. As suggested by the extensive literature reviewed in this study, customer-based brand equity occurs when the customer has a relatively high level of familiarity and awareness with the brand in question and holds unique, strong, and favorable brand associations win memory. To determine the relationship between these elements of customer-based brand equity, 1000 questionnaires were distributed random sampling and data analyzed using SPSS AMOS-23. It was observed that brand awareness has a direct and a significant impact on perceived brand quality, brand loyalty, as well as the general brand equality. Conversely, it was also observed that the perceived quality has an insignificant direct impact on the overall brand equity but has direct effect on brand loyalty. In other words, the most influential on overall brand equity in the Vietnam consumer goods retail market is brand loyalty. This study and its findings are invaluable given that it was carried out in Vietnam, a country where brand perception is arguably a new phenomenon. The results and conclusion of this intensive study are perceived to be beneficial to both marketing and business practitioners and theorists.