Components of brand equity of Binh Thuan Dragon fruit

Nghi Quoc Le, Bang Viet Nguyen, Minh Tien Dinh
2014 Science and Technology Development Journal  
The paper aims at building the theoretical model of brand equity and developing a measure for brand equity of Bình Thuận dragon fruit. The results also show that the brand equity of Bình Thuận dragon fruit have 05 components: (i) Brand awareness, (ii) perceived quality, (iii) brand association, (iv) brand loyalty and (v) perceived safety.
doi:10.32508/stdj.v17i2.1339 fatcat:bkzfrq6cdfbqpago6pypr4ue4u