B O I H C KINH T TP.HCM NGUY N TH NG HI U S N PH M TH NAM C P D T MAY VI T NAM LU T TP H - 2013 B O I H C KINH T TP.HCM NGUY N TH NG HI U S N PH M TH NAM C P D T MAY VI T NAM n tr kinh doanh : 60.34.01.02 LU NG D N KHOA H C: GS.TS NGUY TP H - 2013 10/3/1986 2009 60.34.01.02 10 2013 i ii M CL C Trang Trang ph L ic Danh m vi t t t D nh m c b ng Danh m : T ng quan 1.1 Gi i thi u 1.2 M u 1.3 Ph u 1.3.1 Ph m vi 1.3.2 1.4 u ng kh 1.5 u c ti n c 1.6 K t c u c C u 2: t 2.1 Gi i thi u 2.2 n ph m 2.2.1 M t s quan mc 2.3 mc gi i u Vi t Nam u 2.4 mc 2.4.1 u c a David A Aaker 10 m c a Keller ( 1993, 1998, 2003) 11 m c a Lassar &ctg ( 1995) 12 m c a PGS.TS Nguy Th & ctg (2002) 12 iii 2.5 nc u 13 2.5.1 Nh n bi u (Brand Awareness) 13 u (Brand Association) 14 2.5.3 Ch ng c m nh n (Percied Quality) 15 2.5.4 L u (Brand Loyaly) 16 2.6 M c a nh n bi u, ch ng c m nh n v 2.6.1 M gi a nh n bi ng uv 2.6.2 M u 17 17 gi a ch ng c m nh hi u 18 2.7 19 3: u 21 3.1 Gi i thi u 21 3.2 Thi t k u 21 u 21 21 c 22 u 22 23 n bi u (Brand Awareness) 24 ng c m nh n (Perceived Quality) 24 u (Brand Loyalty).24 u (Brand Association) 25 3.3 c 25 m u 25 3.3.1.1 M u kh o 25 m u 26 iv li u 26 3.3.2.1 B ng t n s 27 27 28 i qui 28 3.3.2.5 Ki nh t- 3.4 29 29 4: K t qu u 30 4.1 Gi i thi u 30 4.2 m m u kh 4.2.1 S 30 ng m u kh 31 m c a m u 31 4.3 tin c y c h s 32 4.3.1 Ki tin c y c 32 4.3.1 u 32 n ch ng c m nh n 33 u 34 4.3.1.4 Th 4.3.2 4.4 n nh n bi u 34 (EFA) 35 i quy b i 38 nh s pc s h 4.4.3 K t qu ki 39 39 thi t 4.4.4 K t qu ki 41 u 41 4.5 u 42 4.6 iv u 44 v 4.7 ng c u 45 tu i 45 4.7.2 Thu nh p 46 h c v n 47 4.8 K t qu kh uc 4.9 ng s n ph 48 t 49 C t lu n 50 5.1 Gi i thi u 50 5.2 K t qu 5.3 H n ch c T u 50 u ti p theo 51 u tham kh o 53 Ph l c 54 vi DANH M VI T T T BAS - u) BA - Brand Awareness (Nh n bi u) LA - u) ih c EFA PQ - Perceived Quality (Ch Tp HCM- H ng c m nh n) Minh vii DANH M B ng 2.1 NG thuy t B n bi B u ng c m nh n B u B ng B mv u tu i c a m u kh B ng 4.2: Thu nh B h cv n B ng mua B ng 4.5: K t qu c a 16 bi B ng 4.6: K t qu ki B ng 4.7: K t qu th hi B ng 4.8: K t qu Crobach Alpha c u B ng 4.9: K t qu Crobach Alpha c ng c m nh n B ng 4.10: K t qu Crobach Alpha c thu u B ng 4.11: K t qu Crobach Alpha c B ng 12: K t qu u pc B ng 4.13: K t qu ki B n bi pc th a t ng bi n tron B u B ng 4.16: M c m nh n c i v B ng 4.17: K t qu iv iv B ng 4.18 : K t qu a bi tu i v u B ng 4.19 : K t qu u a bi n thu nh p v hi u 53 U THAM KH O TI NG VI T 1.http://www.dna.com.vn/vi/tinh-huong-thuong-hieu/s/mua-ban-thuong-hieu:-chonduong-quang-hay-quang-bui-ram/ truy c Nguy & Nguy n Th Mai Trang (2002), ph n c t Nam, B2002-223 i h c Kinh t TPHCM ng, Chu Nguy n M ng Ng c SPSS, tb nH li c 4.Ph m Anh Tu n (2008), ng c u ng h p th Vi t Nam, Lu Nguy i h c Qu uv i cs ng n tho ng TPHCM , Nguy n Th Mai Trang (2007), u th ng, NXB h H TI NG ANH Aaker, D.A (1996a) Building strong brands The Free Press, New York, NY.10020 Aaker, D.A (1996b) Measuring Brand Equity Across Products and Markets California Management Review, Vol 38(3) 102-120 Eda Atilgan; Safak Aksoy; Serkan Akinci, Determinants of the brand equity: A verification approach in the beverage industry, Marketing Intelligence & Planning; 005; 23, 2/3; ABI/INFORM Global, pg 237 Keller, K L (1993) Conceptualising, Measuring and Managing CustomerBased Brand Equity Journal of Marketing, 57(1), 1-22 Keller, K L (1998) Strategic Brand Management: Building, Measuring and Managing Brand Equity Prentice Hall, New Jersey Tong, X and Hawley, J.M (2009) Measuring customer-based brand equity: Empirical evidence from the sportswear market in China Journal of Product & Brand Management 18(4), 262-271 54 PH L C PH L C B C B N U S N PH M TH I TRANG NAM C P D T MAY VI T NAM c th c hi n b i h c i H c Kinh T TP H c p D t may Vi Ph n 1: 1) B tu i: < 25 25-35 36-40 > 40 2) B t thu nh < tri ng t 3- tri ng t 10 tri ng ng 3) B h cv n Trung h c, trung c p ih c ih c Ph n 2: 4) B u s n ph Vi t Ti n ( (Novelty, Mattana) c c, Pierre Cardin) 5) B n s n ph m th Trung l p u s n ph m th i tran ab nam ng mua nh t u: 55 Xin Anh/ch cho bi t m c: Ph i Trung l p ab i Ph n i Trung l p ng ng hi u (Brand Loyalty) nh s , 5 m th y ng s n ng r t aX 7)Khi mua qu l a ch uc c i th c nh tranh c ti p t d n ph m c a X n cho b i n ph m c a X ng c m nh n (Perceived Quality) ph m t X 12)S n ph m t X s 56 t t n ph m t X cung c p 5 5 c 5 u 5 tv i n bi u (Brand Awareness) 14) M m c nh uc y quen thu c v hi u X u (Brand Association) ur u c nh tranh ng m nh i m c s n ph m c a X c aX t o s n ph m X 57 PH L KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 849 Approx Chi-Square 3416.151 df 120 Sig .000 Communalities Initial Extraction BAS1 1.000 760 BAS2 1.000 795 BAS3 1.000 892 BAS4 1.000 800 PQ1 1.000 873 PQ2 1.000 894 PQ3 1.000 865 LA1 1.000 775 LA2 1.000 879 La3 1.000 673 LA4 1.000 761 LA5 1.000 754 BA1 1.000 813 BA2 1.000 786 BA3 1.000 683 BA4 1.000 641 Extraction Method: Principal Component Analysis Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings % of Varianc Cumulati Total e ve % 7.870 49.189 49.189 Total 7.870 % of Variance 49.189 Cumulati ve % 49.189 2.179 13.616 62.805 2.179 13.616 1.489 9.306 72.111 1.489 1.107 6.916 79.027 1.107 631 3.941 82.968 497 3.106 86.073 420 2.623 88.696 351 2.192 90.888 298 1.865 92.753 10 287 1.794 94.548 11 223 1.396 95.944 12 209 1.308 97.252 Rotation Sums of Squared Loadings Total 3.873 % of Variance 24.204 Cumula tive % 24.204 62.805 3.200 20.001 44.205 9.306 72.111 2.937 18.356 62.561 6.916 79.027 2.635 16.466 79.027 58 13 146 910 98.163 14 127 795 98.958 15 098 613 99.571 16 069 429 100.000 Extraction Method: Principal Component Analysis Rotated Component Matrix(a) Component BAS1 104 270 784 250 BAS2 075 485 712 219 BAS3 406 130 842 002 BAS4 503 074 732 073 PQ1 219 880 225 -.001 PQ2 185 912 116 123 PQ3 174 883 218 085 LA1 718 270 361 237 LA2 779 406 179 273 La3 692 354 127 230 LA4 792 104 159 312 LA5 771 018 356 179 BA1 218 -.107 247 832 BA2 136 253 137 827 BA3 502 178 205 597 BA4 429 049 -.075 670 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Component Transformation Matrix Component 1 625 455 482 412 338 -.750 -.188 537 -.052 480 -.759 437 -.702 009 395 593 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization 59 PH L ONBACH ALPHA U ****** Method (space saver) will be used for this analysis ****** _ R E L I A B I L I T Y BAS1 BAS2 BAS3 BAS4 A N A L Y S I S - S C A L E (A L P H A) BAS1 BAS2 BAS3 BAS4 Mean Statistics for SCALE Mean 15.5182 Cases 3.6964 3.6235 4.0648 4.1336 BAS1 BAS2 BAS3 BAS4 Std Dev 7710 7543 6776 6765 247.0 247.0 247.0 247.0 N of Variables Variance 6.1856 Std Dev 2.4871 Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation 11.8219 11.8947 11.4534 11.3846 3.4966 3.5336 3.6147 3.8068 Item-total Statistics BAS1 BAS2 BAS3 BAS4 Alpha if Item Deleted 7265 7345 8195 7277 8626 8585 8273 8606 Reliability Coefficients N of Cases = Alpha = 247.0 N of Items = 8849 NG C M NH N ****** Method (space saver) will be used for this analysis ****** _ R E L I A B I L I T Y PQ1 PQ2 A N A L Y S I S PQ1 PQ2 - S C A L E (A L P H A) 60 PQ3 PQ3 Mean Statistics for SCALE Mean 8.1700 Cases 2.9312 2.6275 2.6113 PQ1 PQ2 PQ3 Std Dev 1.1579 1.0076 1.0373 247.0 247.0 247.0 N of Variables Variance 9.1173 Std Dev 3.0195 Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation 5.2389 5.5425 5.5587 3.8736 4.3630 4.3126 Item-total Statistics PQ1 PQ2 PQ3 Alpha if Item Deleted 8563 8883 8655 9203 8922 9074 Reliability Coefficients N of Cases = Alpha = 247.0 N of Items = 9354 U ****** Method (space saver) will be used for this analysis ****** _ R E L I A B I L I T Y LA1 LA2 LA3 LA4 LA5 A N A L Y S I S - S C A L E LA1 LA2 La3 LA4 LA5 Mean Statistics for SCALE Mean 16.7854 Cases 3.7652 3.0000 3.1781 3.2267 3.6154 LA1 LA2 LA3 LA4 LA5 Std Dev 8980 1.0669 9287 1.1675 7502 247.0 247.0 247.0 247.0 247.0 Variance 17.3806 Std Dev 4.1690 N of Variables (A L P H A) 61 Item-total Statistics Scale Mean if Item Deleted 13.0202 13.7854 13.6073 13.5587 13.1700 LA1 LA2 LA3 LA4 LA5 Scale Variance if Item Deleted Corrected ItemTotal Correlation 11.7679 10.2505 11.9386 10.1419 12.7758 Alpha if Item Deleted 7801 8771 7136 7902 7536 8884 8657 9011 8903 8981 Reliability Coefficients N of Cases = Alpha = 247.0 N of Items = 9096 N BI U ****** Method (space saver) will be used for this analysis ****** _ R E L I A B I L I T Y BA1 BA2 BA3 BA4 A N A L Y S I S - S C A L E (A L P H A) BA1 BA2 BA3 BA4 Mean Statistics for SCALE Mean 13.4656 Cases 3.4413 3.1093 3.6437 3.2713 BA1 BA2 BA3 BA4 Std Dev 8087 8116 9297 7984 247.0 247.0 247.0 247.0 N of Variables Variance 7.5506 Std Dev 2.7478 Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation 10.0243 10.3563 9.8219 10.1943 4.3897 4.5473 4.1389 4.8401 Item-total Statistics BA1 BA2 BA3 BA4 7398 6773 6734 5901 Alpha if Item Deleted 7617 7888 7932 8253 62 Reliability Coefficients N of Cases = Alpha = 8363 247.0 N of Items = 63 PH L I QUI Model Summary Model R 778(a) R Square 606 Adjusted R Square 601 Std Error of the Estimate 52680 a Predictors: (Constant), BA, PQ, BAS ANOVA(b) Model Sum of Squares Regressio n Residual Total df Mean Square 103.587 34.529 67.438 243 124.419 Sig .278 171.025 F 000(a) 246 a Predictors: (Constant), BA, PQ, BAS b Dependent Variable: LA Coefficients(a) Unstandardized Coefficients Model B (Constant ) BAS Standardized Coefficients Std Error -.641 t Sig Beta 229 Collinearity Statistics Tolera nce VIF -2.803 005 6.295 000 646 1.547 423 067 315 PQ 165 039 199 4.218 000 730 1.369 BA 567 055 467 10.378 000 801 1.249 a Dependent Variable: LA 64 PH L M U Thu nhap Valid Frequency 43 Valid Percent 17.4 Cumulative Percent 17.4 72 29.1 29.1 46.6 70 28.3 28.3 74.9 62 25.1 25.1 100.0 247 < trieu dong Percent 17.4 100.0 100.0 Tu 3-5 trieu dong tren 5-10 trieu dong > 10 trieu dong Total Trinh Frequency Valid Trung hoc trung cap Cao dang - dai hoc Sau dai hoc Percent Valid Percent Cumulative Percent 25 10.1 10.1 10.1 170 68.8 68.8 78.9 100.0 52 21.1 21.1 247 Total 100.0 100.0 Valid Percent Cumulative Percent Tuoi Frequency Valid < 25 tuoi Percent 82 33.2 33.2 33.2 116 47.0 47.0 80.2 26 tu 25-35 tuoi tu 36-40 tuoi > 40 tuoi 10.5 10.5 90.7 100.0 23 9.3 9.3 247 Total 100.0 100.0 Thuong hieu thuong mua Valid Viet Tien Nha be An phuoc Total Frequency 158 Percent 64.0 Valid Percent 64.0 Cumulative Percent 64.0 39 15.8 15.8 79.8 50 20.2 20.2 100.0 247 100.0 100.0 SANSANG Frequency Valid dong y trung lap khong dong y Total Percent Valid Percent Cumulative Percent 154 62.3 62.3 62.3 82 33.2 33.2 95.5 11 4.5 4.5 100.0 247 100.0 100.0 65 PH L C BI NG C TU I Descriptives LA N < 25 tuoi Mean Std Deviation Std Error 95% Confidence Interval for Mean Lower Upper Bound Bound Minimu m Maxim um 82 3.3268 80708 08913 3.1495 3.5042 1.80 5.00 tu 25-35 tuoi 116 3.3759 84407 07837 3.2206 3.5311 1.80 5.00 tu 36-40 tuoi 26 3.4462 96881 19000 3.0548 3.8375 1.40 5.00 23 3.2696 74981 15635 2.9453 3.5938 1.80 4.80 247 3.3571 83380 05305 3.2526 3.4616 1.40 5.00 > 40 tuoi Total Test of Homogeneity of Variances LA Levene Statistic 1.290 df1 df2 Sig .278 243 ANOVA LA Sum of Squares 498 Mean Square 166 Within Groups 170.527 243 702 Total 171.025 246 Between Groups df F 237 Sig .871 BI N THU NH Descriptives LA N Std Deviation Mean Std Error 95% Confidence Interval for Mean Lower Upper Bound Bound 3.2022 3.7652 Minim um Maxi mum 1.80 5.00 < trieu dong 43 3.4837 91468 13949 Tu 3-5 trieu dong 72 3.3417 80592 09498 3.1523 3.5310 1.80 5.00 tren 5-10 trieu dong 70 3.3114 87120 10413 3.1037 3.5192 1.40 5.00 62 3.3387 77382 09828 3.1422 3.5352 1.80 5.00 247 3.3571 83380 05305 3.2526 3.4616 1.40 5.00 > 10 trieu dong Total Test of Homogeneity of Variances LA Levene Statistic 576 df1 df2 Sig 243 631 66 ANOVA LA Sum of Squares Between Groups df Mean Square 874 291 Within Groups 170.152 243 171.025 Sig .700 Total F 246 BI 416 742 H CV N Descriptives LA Std Deviatio n Mini mum Max imu m 1.40 5.00 25 3.3760 97693 19539 95% Confidence Interval for Mean Lower Upper Bound Bound 2.9727 3.7793 170 3.4059 80543 06177 3.2839 3.5278 1.80 5.00 52 3.1885 84706 11747 2.9526 3.4243 1.80 5.00 247 Test of Homogeneity of Variances 3.3571 83380 05305 3.2526 3.4616 1.40 5.00 N Trung hoc - trung cap Cao dang - dai hoc Sau dai hoc Mean Total Std Error LA Levene Statistic 891 df1 df2 Sig .412 244 ANOVA LA Sum of Squares Between Groups df Mean Square 1.892 946 Within Groups 169.133 244 171.025 Sig .693 Total F 246 BI 1.365 257 NG MUA Descriptives LA N Viet Tien Mean Std Deviation Std Error 95% Confidence Interval for Mean Lower Upper Bound Bound 3.1995 3.4612 Mini mu m Maximum 1.40 5.00 158 3.3304 83275 06625 Nha be 39 3.4410 85862 13749 3.1627 3.7194 1.80 5.00 An phuoc 50 3.3760 82969 11734 3.1402 3.6118 1.80 5.00 247 3.3571 83380 05305 3.2526 3.4616 1.40 5.00 Total 67 Test of Homogeneity of Variances LA Levene Statistic 006 df1 df2 Sig .994 244 ANOVA LA Sum of Squares Between Groups df Mean Square 405 203 Within Groups 170.620 244 699 Total 171.025 246 F Sig .290 749 ... vi c ti ng v n tr c ti s d ng s n ph m th i trang nam c ki thuy u thuy t ngh nh p d t may Vi t Nam nh l xu t ng kh i trang p d t may Vi u l a ch n nam c a 23 u t th c ng (n = 247) - Kh - Th -... NG HI U S N PH M TH NAM C P D T MAY VI T NAM n tr kinh doanh : 60.34.01.02 LU NG D N KHOA H C: GS.TS NGUY TP H - 2013 10/3/1986 2009 60.34.01.02 10 2013 i ii M CL C Trang Trang ph L ic Danh m... mua s n ph m c a m t s u ngo i nh p ho V a Trung Qu um doanh nghi p Vi doanh nghi hi u c m t ho l vi ng h t s c quan tr t may ul thu c v iv im th n xu nam, ph i k t Ti n c , v i th ph n nhi u nh