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

ABSTRACT 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. Advertising impacts brand awareness, brand associations, perceived quality, brand trust, while distribution intensity impacts brand awareness, brand associations, brand trust. However, the limited resources in conducting the research result in a small sample size of only 477 consumers. As a sampling technique, this study employs direct interview methods.