FACTORS AFFECTING BRAND EQUITY OF E-COMMERCE PLATFORMS IN VIETNAM

Abstract

In the fierce competition among e-commerce platforms in Vietnam market, building a sustainable competition advantage through developing brand equity is necessary. This research examines and validates factors affecting brand equity of Vietnamese e-commerce platforms. To serve this purpose, a questionnaire was designed and sent to 150 people. Survey data of factors affecting brand equity is verified by using multivariate linear regression on SPSS software. The results show that, brand awareness, brand association, perceived quality and brand loyalty are 4 factors that have positive impact on brand equity. Based on these findings, this research provides recommendations for advertising activities, product improvement and building a loyal customer base to help businesses develop their brand equity.