Influencing factors FPT'S brand value in telecommunications in Can Tho city

Abstract

Currently, Vietnam's telecommunications market is under fierce competition among brands, in order to compete with competitors in the same industry. Thus, it is extremely important to improve the brand value of enterprises. Therefore, the study aims to evaluate factors affecting brand value, thus helping to improve FPT's brand value in the telecommunications sector in Can Tho City. This evaluation was carried out with an observational sample size of 208, by means of frequency statistics, mean descriptive statistics, Cronbach's Alpha analysis, EFA factor analysis, multivariate regression analysis, difference verification by ANOVA analysis, and the T-Test. The results showed that brand value is developed by four factors: Brand awareness, Perceived quality, Brand association and Brand loyalty. In addition, the 18 to 22-year-old group had higher brand awareness and brand value perception than the 23 to 30-year-old group. Based on the research results, some management implications are proposed to help FPT Can Tho Branch improve brand value through appropriate communication strategies, which would improve business performance.