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Measuring Customer Based Brand Equity: A Case of Heineken from the Beer Market in Vietnam

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  • Tran Vinh

Abstract

This study aims at examining the practicality of a customer-based brand equity model with a case of Heineken in the Vietnamese beer market. Based on a sample of 322 consumers by using a structured questionnaire, structural equation modeling (SEM) is applied to test hypotheses. The result reveals that perceived quality, brand awareness, brand association and brand loyalty have positive and direct effects on overall brand equity. These findings have implications for marketers.

Suggested Citation

  • Tran Vinh, 2017. "Measuring Customer Based Brand Equity: A Case of Heineken from the Beer Market in Vietnam," Asian Social Science, Canadian Center of Science and Education, vol. 13(3), pages 177-177, March.
    • Handle: RePEc:ibn:assjnl:v:13:y:2017:i:3:p:177
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    References listed on IDEAS

    as
    1. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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