| dc.description.abstract | Nowadays, brand equity has emerged as a key concept of brand management, as
well as in business practice and academic research. According to Keller, (1993),
Srivastava and Shocker (1991) brand equity can affect future profit of an organization,
the willingness to buy with premium prices and ensure the sustainable cash flow for the
organization. Furthermore, WOM is an easy way to communicate with consumer, a
source of information and has the significant in influencing consumers’ decision-making
than other marketing communication channels according to Lazarsfeld, (1955). However,
there is a shortage of empirical research has studies about the influence of brand equity
on consumers’ response especially for WOM in Vietnam. In this context, a research was
conducted to test for better understand brand equity and consumer responses toward Cho
Gao Blue dragon brand. Data collected from 350 respondents who experienced Cho Gao
blue dragon and have purchasing power in Tien Giang, Long An and Ho Chi Minh city,
was conducted. As a result, research finding reveals that brand equity dimensions have
intra-related and contributed well brand equity. Additionally, the assumption that brand
equity has positive relationship on consumers’ responses is supported. This research can
be used as referenced in further applications in brand equity building.
Keywords: Geographical brand, Brand equity, Brand equity dimensions, Consumers’
response and Word of mouth | en_US |
