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Please use this identifier to cite or link to this item: https://digital.lib.ueh.edu.vn/handle/UEH/55170
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dc.contributor.authorNgo Thi Ngoc Huyen-
dc.contributor.otherNguyễn Viết Bằng-
dc.contributor.otherDinh Tien Minh-
dc.date.accessioned2017-09-14T11:02:07Z-
dc.date.available2017-09-14T11:02:07Z-
dc.date.issued2014-
dc.identifier.issn1859 -1124-
dc.identifier.urihttp://digital.lib.ueh.edu.vn/handle/UEH/55170-
dc.identifier.urihttp://jabes.ueh.edu.vn/Home/SearchArticle?article_Id=2e7e12c4-8fe8-4b6e-8c4f-d3c2de5b7b83-
dc.description.abstractThe paper aims at testing the theoretical model of brand equity and developing a measure for brand equity of Binh Thuan dragon fruit and relationship between components of brand equity. The research results based on Structural Equation Modeling (SEM) demonstrate relationships between the following components of the brand equity of Binh Thuan dragon fruit: brand awareness, perceived quality, brand associations and brand loyalty. The results also show that these components do affect the overall brand equity.-
dc.formatPortable Document Format (PDF)-
dc.publisherTrường Đại học Kinh tế Tp. Hồ Chí Minh-
dc.relation.ispartofJournal of Economic Development-
dc.relation.ispartofseriesJED, No. 222-
dc.subjectBrand equity-
dc.subjectBinh Thuan dragon fruit-
dc.titleComponents of brand equity: the case of Binh Thuan dragon fruit-
dc.typeJournal Article-
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dc.identifier.doihttp://doi.org/10.24311/jed/2014.222.09-
dc.format.firstpage142-
dc.format.lastpage160-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.grantfulltextnone-
item.cerifentitytypePublications-
item.fulltextOnly abstracts-
item.openairetypeJournal Article-
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