Title: Factors Affecting Brand Image: The Case of Pepsodent in Da Nang, Vietnam
Abstract:The purpose of the study is to explore the influence of brand extension, brand awareness, brand familiarity and customer attitude on brand image with regard to the famous toothpaste brand, Pepsodent, ...The purpose of the study is to explore the influence of brand extension, brand awareness, brand familiarity and customer attitude on brand image with regard to the famous toothpaste brand, Pepsodent, in Vietnam. These variables are very important aspects of building a strong brand and in increasing the profitability in the competitive market and/or upturn efficiency through reducing marketing costs. For this study, a 5-point Likert scale questionnaire, consisting of 22 items, divided into five parts, was designed. A total of 200 questionnaires were distributed purposively conveniently in Da Nang, one of the large cities in Vietnam, and the response rate was 100%. The findings show that the variables brand extension, brand awareness, brand familiarity and customer attitude contribute to the parent image after extension.Read More
Publication Year: 2019
Publication Date: 2019-01-01
Language: en
Type: article
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Cited By Count: 2
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