Relationship between Brand Awareness, Perceived Quality, Trust, Value, Loyalty and Brand Equity: A Case Study

Abstract

The objective of this research is to study the relationship between brand awareness, perceived quality, trust, value, and loyalty and brand equity. It also investigates the relationship between two marketing elements (external communication in terms of word-of-mouth and publicity and advertising) and brand awareness. Additionally, the relationship between the two following factors, advertising, promotion and perceived quality, was tested. To do so a survey was conducted by distributing 400 questionnaires in eight randomly-chosen districts in Ho Chi Minh City, Vietnam. The Pearson Correlation was applied for data analysis. The results show that there is a positive and significant relationship among brand awareness, perceived quality, brand loyalty, value, trust, and brand equity. They also indicate that there is no significant relationship between advertising and perceived quality. Based on these results, it seems that Vinamilk needs to develop a marketing strategy to help the company increase brand equity.