The role of selected marketing mix elements in consumer based brand equity creation: milk industry in Vietnam

This study defines and measures marketing mix elements in consumer-based brand equity. It undertakes qualitative research through focus group discussions with 10 consumers. It conducts quantitative research through direct interviews with 477 consumers. The results reveal that brand awareness, brand associations, perceived quality, brand trust, and brand loyalty affect brand equity, while brand awareness, and brand trust affect brand loyalty....