Factors Affecting Overall Brand Equity: A Case of Cisco Vietnam

Abstract

This study analyzes the influences of brand awareness, perceived quality, brand loyalty, and brand association on the overall brand value of Cisco Vietnam. The article uses a convenient method through an online survey to collect customer opinions in four major cities: Hanoi, Ho Chi Minh City, Da Nang and Can Tho. The results of analysis by a SEM model and a valid dataset of 315 customers show that four groups of independent factors positively influence the overall brand value of Cisco Vietnam. Perceived quality (PRQ) and brand awareness (BAW) have a decisive influence the most. Based on the research results, the article proposes some management implications to maintain and improve the overall brand value of Cisco Vietnam.