Consumer-based brand equity on a consumerpackaged good industry: Case study on vinamilk

The brand is the most valuable long-term asset for the firms. To manage the brand strategically is important and challenging. In this paper, we extend an existing approach to advance and examine a combinatory model namely brand passion, perceived quality, brand association with awareness, perceived ads spending, and price promotion on brand equity. The accuracy is evaluated by the conceptual model and offered hypotheses. The method is illustrated analysis a sample of 296 customers by using a structured survey as a data collection instrument. The model was used to examine the hypothesized relationship among the constructs. The most accurate readings are obtained from indicating strong connections between price deals and perceived quality, brand passion and brand equity.