CUSTOMER-BASED BRAND EQUITY OF RETAIL BANKS IN VIETNAM

CUSTOMER-BASED BRAND EQUITY OF RETAIL BANKS IN VIETNAM

Developing customer-based brand equity (CBBE) for retail banks in Vietnam is still questionable, and the subject has not been properly investigated due to the fact that Vietnam is a young developing country. To extend a study of CBBE to Vietnam, this research conducts a survey to interview 157 respo...

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Tác giả chính: Vũ, Minh Tú
Định dạng: Bài viết
Ngôn ngữ:English
Được phát hành: Trường Đại học Đà Lạt 2023
Truy cập trực tuyến:https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/114321
https://tckh.dlu.edu.vn/index.php/tckhdhdl/article/view/472
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spelling oai:scholar.dlu.edu.vn:DLU123456789-1143212023-10-27T14:45:06Z CUSTOMER-BASED BRAND EQUITY OF RETAIL BANKS IN VIETNAM Vũ, Minh Tú Developing customer-based brand equity (CBBE) for retail banks in Vietnam is still questionable, and the subject has not been properly investigated due to the fact that Vietnam is a young developing country. To extend a study of CBBE to Vietnam, this research conducts a survey to interview 157 respondents who are customers of one or more banks. Based on Exploratory Factor Analysis and a Structural Equation Model (SEM), findings confirm that there are significant relationships between satisfaction, quality, and uniqueness, meaning that an increase in perceived quality causes a rise in brand satisfaction. Similarly, an increase in brand uniqueness increases brand satisfaction. Brand satisfaction significantly enhances brand loyalty, while perceived quality and brand uniqueness have indirect effects on brand loyalty. As a result, this paper suggests that perceived quality and brand uniqueness must be formed before brand satisfaction in order to enhance brand loyalty. Furthermore, the direct effects of perceived quality and brand uniqueness on brand loyalty are lower than their indirect influences on brand loyalty via brand satisfaction. 2023-03-04T08:25:01Z 2023-03-04T08:25:01Z 2019 Article 0866-787X https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/114321 https://tckh.dlu.edu.vn/index.php/tckhdhdl/article/view/472 10.37569/DalatUniversity.9.1.472(2019) en Tạp chí Khoa học Đại học Đà Lạt, Tập 9, Số 1; tr. 88-105 application/pdf Trường Đại học Đà Lạt
institution Thư viện Trường Đại học Đà Lạt
collection Thư viện số
language English
description Developing customer-based brand equity (CBBE) for retail banks in Vietnam is still questionable, and the subject has not been properly investigated due to the fact that Vietnam is a young developing country. To extend a study of CBBE to Vietnam, this research conducts a survey to interview 157 respondents who are customers of one or more banks. Based on Exploratory Factor Analysis and a Structural Equation Model (SEM), findings confirm that there are significant relationships between satisfaction, quality, and uniqueness, meaning that an increase in perceived quality causes a rise in brand satisfaction. Similarly, an increase in brand uniqueness increases brand satisfaction. Brand satisfaction significantly enhances brand loyalty, while perceived quality and brand uniqueness have indirect effects on brand loyalty. As a result, this paper suggests that perceived quality and brand uniqueness must be formed before brand satisfaction in order to enhance brand loyalty. Furthermore, the direct effects of perceived quality and brand uniqueness on brand loyalty are lower than their indirect influences on brand loyalty via brand satisfaction.
format Article
author Vũ, Minh Tú
spellingShingle Vũ, Minh Tú
CUSTOMER-BASED BRAND EQUITY OF RETAIL BANKS IN VIETNAM
author_facet Vũ, Minh Tú
author_sort Vũ, Minh Tú
title CUSTOMER-BASED BRAND EQUITY OF RETAIL BANKS IN VIETNAM
title_short CUSTOMER-BASED BRAND EQUITY OF RETAIL BANKS IN VIETNAM
title_full CUSTOMER-BASED BRAND EQUITY OF RETAIL BANKS IN VIETNAM
title_fullStr CUSTOMER-BASED BRAND EQUITY OF RETAIL BANKS IN VIETNAM
title_full_unstemmed CUSTOMER-BASED BRAND EQUITY OF RETAIL BANKS IN VIETNAM
title_sort customer-based brand equity of retail banks in vietnam
publisher Trường Đại học Đà Lạt
publishDate 2023
url https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/114321
https://tckh.dlu.edu.vn/index.php/tckhdhdl/article/view/472
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