MEASURE THE PLACE BRAND EQUITY FROM TOURIST’S ERCEPTION: VINH LONG CASE STUDY
Main Article Content
Abstract
This study measure the brand equity model for a specific place - Vinh Long from the tourist’s perception. The mentioned brand equity consists of four components: brand awareness, brand association, perceived quality, and brand loyalty. A sample of 150 tourists who have been to Vinh Long was surveyed directly through the questionnaire. Structural equation modeling (SEM) was used to analyze the data. The research result indicates that perceived quality and brand association has influenced to brand loyalty, however brand awareness has not affected to brand association and brand loyalty.
Article Details
Keywords
Brand equity, Brand awareness, Brand association, Perceived quality, Brand loyalty
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