Đánh giá mở rộng thương hiệu dưới góc độ người tiêu dùng tại Việt Nam - Trường hợp áp dụng với thương hiệu Vinamilk
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Abstract
Tóm tắt: Thương hiệu đóng vai trò rất quan trọng đối với doanh nghiệp, giúp doanh nghiệp tạo nên sự khác biệt với các đối thủ cạnh tranh. Qua nhiều thập kỷ, mở rộng thương hiệu là một trong những chiến lược marketing chính được các doanh nghiệp sử dụng. Bài viết đưa ra mô hình các yếu tố ảnh hưởng tới việc đánh giá mở rộng thương hiệu dưới góc độ người tiêu dùng tại Việt Nam, phân tích trường hợp của thương hiệu Vinamilk, từ đó đề xuất khuyến nghị về quản trị thương hiệu nhằm giúp các nhà quản trị thương hiệu và quản trị marketing tại Công ty Cổ phần Sữa Việt Nam (Vinamilk) cũng như tại các doanh nghiệp Việt Nam thực hiện chiến lược mở rộng thương hiệu thành công.
Từ khóa: Mở rộng thương hiệu, đánh giá mở rộng thương hiệu, quản trị thương hiệu.References
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[16] Eyal Maoz & Alice M. Tybout, “The Moderating Role of Involvement and Differentiation in the Evaluation of Brand Extensions”, Journal of Consumer Psychology 12 (2) (2002) 119.
[17] Hirschman, E. C., “Innovativeness, Novelty Seeking, and Consumer Creativity”, Journal of Consumer Research 7 (1980) 283.
[18] Rogers, E. M., “Diffusion of innovations”, 3rd ed., New York: Free Press, 1983.
[19] Park, Whan C. & Young, Mark S., “Types and Levels of Involvement and Brand Attitude”, Advances in Consumer Research 10 (1983) 320.
[20] Smith, D. C. & Park, C., “The Effects of Brand Extensions on Market Share and Advertising Efficiency”, Journal of Marketing Research 29, No. August (1992) 296.
Hem, L. E., de Chernatony, L. & Iversen, N. M., “Factors Influencing Successful Brand Extensions”, Journal of Marketing Management 19 (7/8) (2003) 781.
[2] Aaker, D. A., Managing Brand Equity, New York: Free Press, 1991.
[3] Herr, P. M., Farquhar, P. H. & Fazio, R. H., “Impact of Dominance and Relatedness on Brand Extensions”, Journal of Consumer Psychology 5 (2) (1996) 135.
[4] Völckner, F. & Sattler, H., “Drivers of Brand Extension Success”, Journal of marketing 70 (2) (2006) 18.
[5] Keller, K. L. “Strategic Brand Management: Building, Measuring, and Managing Brand Equity”. Upper Saddle River: Prentice Hall, 2003.
[6] Dawar, N., “Extensions of broad Brands: The Role of Retrieval in Evaluations of Fit”, Journal of Consumer Psychology 5 (2) (1996) 189.
[7] Zeithaml, V. A., “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing 52 (3) (1988) 2.
[8] Aaker, D. A. & Keller, K. L., “Consumer Evaluations of Brand Extensions”, Journal of Marketing 54 (1) (1990) 27.
[9] Monroe K. B. & Krishnan R., “The Effect of Price on Subjective Product Evaluations, Perceived Quality: How Consumers View Stores and Merchandise”, (1985) 209.
[10] Van Riel, A. & Ouwersloot, H., “Extending Electronic Portals with New Services: Exploring the Usefulness of Brand Extension Models”, Journal of Retailing and Consumer Services12 (3) (2005) 245.
[11] Yoo, B. & Donthu, N., “Developing and Validating Multidimensional Consumer-based Brand Equity Scale”, Journal of Business Research 52 (2001) 1.
[12] Boush, D. M & Loken, B., “A Process – Tracing Study of Brand Extension Eevaluation”, Journal of Marketing Research 28 (1) (1991) 16.
[13] Park Whan C., Michael S. McCarthy, & Sandra J. Milberg, “The Effects of Direct and Associative Brand Extension Strategies on Consumer Response to Brand Extensions”, 1993.
[14] Hansen, Håvard & Leif E. Hem, “Brand Extension Evaluations: Effects of Affective Commitment, Involvement, Price Consciousness and Preference For Bundling in the Extension Category”, in NA - Advances in Consumer Research 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA: Association for Consumer Research, 2004.
[15] Antonio Martinez, “Consumer Evaluations of Brand Extensions: Can Online Brands be Extended to Offline Markets?”, MSc in International Business with Marketing, 2011.
[16] Eyal Maoz & Alice M. Tybout, “The Moderating Role of Involvement and Differentiation in the Evaluation of Brand Extensions”, Journal of Consumer Psychology 12 (2) (2002) 119.
[17] Hirschman, E. C., “Innovativeness, Novelty Seeking, and Consumer Creativity”, Journal of Consumer Research 7 (1980) 283.
[18] Rogers, E. M., “Diffusion of innovations”, 3rd ed., New York: Free Press, 1983.
[19] Park, Whan C. & Young, Mark S., “Types and Levels of Involvement and Brand Attitude”, Advances in Consumer Research 10 (1983) 320.
[20] Smith, D. C. & Park, C., “The Effects of Brand Extensions on Market Share and Advertising Efficiency”, Journal of Marketing Research 29, No. August (1992) 296.
Hem, L. E., de Chernatony, L. & Iversen, N. M., “Factors Influencing Successful Brand Extensions”, Journal of Marketing Management 19 (7/8) (2003) 781.