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The findings conclude that there is no discriminable validity between brand awareness and brand association. Brand loyalty and brand awareness/association, brand loyalty and perceived quality were found to be positively correlated. | Hue University Journal of Science ISSN 1859-1388 Vol. 113, No. 14, 2015, pp. 169-178 MEASURING CUSTOMER-BASED BRAND EQUITY: A STUDY OF APPLE AND SAMSUNG IN THE VIETNAMESE TABLET MARKET Nguyen Thi Thanh Thao*, Duong Thi Dung Hanh Faculty of Hospitality and Tourism, Hue University Abstract: Brand plays a pivotal role to firms in today’s business. The increasing attention on brand has led to the introduction of the concept “brand equity” in the 1980s. More recently, brand equity has been defined in customer-based contexts since the company’s real value lies in the minds of existing or potential buyers. In this study, based on Aaker’s well-known theory of customer-based brand equity (CBBE), the measurement of CBBE is constructed on four main dimensions, including brand loyalty, brand awareness, brand associations and perceived quality. By investigating the interrelationships between brand loyalty and the remaining components of customer-based brand equity, this study aims to provide an in-depth understanding of brand equity from a consumer perspective in the Vietnamese tablet market, from which some implications for practitioners working in the tablet industry are drawn. The findings conclude that there is no discriminant validity between brand awareness and brand association. Brand loyalty and brand awareness/association, brand loyalty and perceived quality are found to be positively correlated. Keywords: Customer-based brand equity, brand loyalty, brand awareness, brand association, perceived quality, interrelationship 1 Introduction The concept of brand equity began to be used widely in the 1980s by advertising practitioners [3]. In the 1990s, this concept was greatly contributed by Aaker, Srivastava and Shocker, Kapferer and Keller. Brand equity provides value for both customers and firms. Brand equity creates value for customers by enhancing efficient information processing and shopping, building confidence in decision making, reinforcing buying, and .
