INTRODUCTION
RESEARCH BACKGROUND
Since the early 2000s, Vietnam has implemented a sequenced trade liberalization strategy, allowing certain sectors to engage with international markets while safeguarding others In July 2006, the country revised its intellectual property laws to align with TRIPS and officially joined the WTO on January 11, 2007 Consequently, this has led to an influx of international brands into the domestic market, providing consumers with a wider array of choices when making purchasing decisions.
The rapid increase in internet usage is significantly transforming Vietnam's economy and society According to a 2011 Net Index survey, the internet has overtaken newspapers and radio as the most popular media in the country Key online communication methods include email, used by 60% of users, and text messaging, utilized by 73% Additionally, accessing news online, visiting homepage portals, and searching through engines are the three most common online activities, with participation rates of 97%, 96%, and 96%, respectively.
In Vietnam, the participation of users in social networks surged from 41% in 2010 to 55% in 2011, highlighting a significant increase in online engagement This trend is particularly evident among the youth, who now have greater access to product information and are increasingly interested in the concept of "brand."
“personal identification” more than ever This matter is clearly indicate when Vietnamese people making purchase decision for high-involvement products
The demand for high-tech devices, particularly laptops, has surged in Vietnam as information increasingly shifts online for educational and business purposes Despite their popularity, laptop sales have faced significant challenges since 2009 due to the rapid rise of smartphones and tablets A survey by NDP at the end of 2012 highlighted the remarkable growth of these mobile devices, contributing to a global decline in laptop sales—a trend reflected in Vietnam as well As the laptop market continues to contract in the face of rising competition from smartphones and tablets, the competition among laptop manufacturers has intensified, particularly in 2013.
As the integration trend continues to rise, the demand for learning foreign languages, particularly English, has surged dramatically, prompting language centers in major cities like Ho Chi Minh City to adapt quickly According to the Department of Education and Training in Ho Chi Minh City, the number of foreign language training institutions increased from 207 in 2009 to 217 in 2010, representing 41.24% of all training institutions in the city However, despite this growth, the quality of teaching in these centers has raised significant concerns, as there is currently no formal assessment of their effectiveness, leaving prospective students to rely on individual online reviews for guidance.
In the first quarter of 2013, Nielsen Research Company reported a rise in consumer confidence in Vietnam, particularly in the demand for technology products; however, customers still prioritize affordability when selecting items The growth of the internet in Vietnam has enabled consumers to access market information, reliable research, and expert opinions more easily, allowing them to make informed purchasing decisions As a result, competition intensifies, highlighting the increasing significance of brand identity in the marketplace.
In the early 21st century, Vietnamese enterprises have begun to recognize the significance of branding for corporate development, understanding that it is a crucial factor in enhancing competitiveness However, the prevailing approach to corporate branding in Vietnam often focuses on short-term gains and immediate sales pressures, lacking a long-term vision Many businesses fail to grasp the importance of a well-defined brand strategy, resulting in wasted time and missed opportunities Additionally, there is a general underappreciation for the role of customer identification elements in the branding process.
In the transition from the late 20th century to the early 21st century, numerous researchers have highlighted the pursuit of self-identity as a fundamental aspect of the human experience (Belk, 1988; Berger & Heath, 2007; Brewer, 1991; Kleine, Kleine, & Kernan, 1993; Tajfel & Turner, 1985) Additionally, an individual's purchases, possessions, and consumption habits play a crucial role in defining their identity both to others and to themselves, encapsulating Belk's assertion that our material choices reflect who we are.
Brands play a crucial role in shaping and communicating desirable consumer identities, as highlighted by various studies (Bhattacharya & Sen, 2003; Escalas, 2004; Fournier, 1998) They not only provide functional and emotional value to consumers (de Chernatony et al., 2011) but also foster brand advocacy, which represents a significant form of value creation from customers As such, the relationship between consumers and brands is integral to their identities and overall value perception.
Brand advocates play a crucial role in enhancing a business's competitive edge by actively engaging with the brand and providing valuable positive word of mouth (WOM) to others Their strong involvement fosters loyalty and trust, making them essential for driving brand growth and reputation.
Recent research highlights the significance of consumer-brand identification, exploring its impact on consumer behavior and brand management strategies (Chernev, Hamilton, & Gal, 2011; Escalas & Bettman, 2003, 2009; Lam et al., 2010) Additionally, Stokburger-Sauer et al contribute to this understanding by examining various dimensions of this relationship.
(2012) have defined the antecedents and consequences of consumer-brand identification
In Vietnam's economy, where over half of the population is young and increasingly adept at navigating e-commerce and social media, companies face intensified competition to retain customer loyalty Understanding consumer-brand identification is crucial, as it significantly impacts marketing strategies and contributes to effective brand development for businesses.
RESEARCH PROBLEMS
In Vietnam, consumer awareness of brands is increasing due to the influx of global brands The significance of brands in shaping and sustaining consumer identities has long been recognized However, research on consumer-brand identification within the Vietnamese context has been limited in the early 21st century As a result, managers in Vietnamese corporations have often lacked the insight needed to leverage consumer-brand identification for developing brand advocacy and gaining competitive advantage.
This study aims to explore the antecedents and outcomes of consumer-brand identification, building on reliable international research (Escalas & Bettman, 2003; Lam et al., 2010; Nicola et al., 2012; Papista & Dimitriadis, 2012; Donavan et al., 2006; Kuenzel and Hallyday, 2008; Stokburger-Sauer et al., 2012) These studies indicate that a brand can influence customer identification through unique and distinctive product features, as well as positive impressions and emotions associated with the brand Furthermore, there is a significant relationship between customer experiences with a product or service and their identification with the brand In the context of the rapidly evolving Vietnamese economy, driven by information technology and social networks, three key factors identified as drivers of consumer-brand identification are brand distinctiveness, brand warmth, and memorable brand experiences.
This study explores the impact of consumer-brand identification on brand advocacy, drawing insights from previous research Additionally, it examines the moderating role of product involvement in understanding the relationship between consumer-brand identification and brand advocacy in Ho Chi Minh City, Vietnam.
RESEARCH OBJECTIVES
This study aims to investigate how brand distinctiveness, brand warmth, and memorable brand experiences influence consumer-brand identification, and how this identification subsequently affects brand advocacy among consumers in Ho Chi Minh City, Vietnam.
In additional, it examines the moderating effect of product category involvement on the relationship between each of three antecedents and consumer-brand identification,
RESEARCH DESIGN
The research conducts on consumers in Ho Chi Minh City, which one of the biggest city in Vietnam Trading activities and demographic in this city are diverse and extending
The Vietnamese questionnaire underwent translation and modifications following in-depth interviews with eight individuals for each question This revised version was then utilized in a comprehensive survey to gather data and evaluate both the measurement and structural models.
This study utilized a seven-point Likert scale ranging from "1 = strongly disagree" to "7 = strongly agree" to measure all items A convenience sampling method was employed, with a total sample size of 523 observations derived from 1,080 questionnaires distributed to participants via email and hard copy Data analysis was conducted using SPSS 22, where Cronbach's alpha was applied to assess reliability, exploratory factor analysis (EFA) was performed to test validity, and regression analyses—including linear, multiple, and hierarchical—were utilized to evaluate the hypotheses.
SIGNIFICANCE OF THE STUDY
This study examines the impact of brand distinctiveness, warmth, and memorable experiences on consumer-brand identification, ultimately influencing brand advocacy It highlights the significance of consumer-brand identification within the Vietnamese context, offering actionable strategies for managers in local corporations to enhance and maintain the factors that drive this identification Furthermore, the findings provide a clear direction for leveraging consumer-brand identification to foster stronger brand advocacy.
Thereby, Vietnamese corporations can enhance and maintain sustainable competitive advantages from competitors.
THE STRUCTURE OF THE STUDY
This paper includes five chapters:
This chapter presents the research background of the study, research problems, research objectives, research scopes, and methodology The significance of the study, and the research structure also be mentioned.
LITERATURE REVIEW AND HYPOTHESES
THE CONCEPT OF CONSUMER–BRAND IDENTIFICATION
According to Levy (1959), a brand serves as a carrier of symbolic meanings, influencing purchasing decisions by offering not just a product, but also the values associated with it When consumers choose a brand, they seek to satisfy their desires and affirm their identity This connection between self-identity and product branding is significant, as it parallels the concept of organizational identity Organizational behavior literature supports this view, suggesting that identification involves a sense of oneness or belonging to a collective group (Ashforth & Mael, 1989; Bergami).
Consumer-brand identification is defined as a consumer's perceived sense of oneness with a brand, reflecting the deep-seated desire for identity-fulfilling meaning within the marketplace This concept, explored by Stokburger-Sauer et al (2012), highlights the significant role that brands play in shaping personal identity and consumer experience.
The concept of social identity theory, as explored by Tajfel & Turner (1985), suggests that individuals define their self-concept and enhance their self-esteem through connections with social groups or organizations Bhattacharya and Sen (2003) further elaborate on this by describing consumer-company identification as an active and selective process driven by the fulfillment of self-definitional needs However, it is important to note that consumer-brand identification differs from the comparison between self-identity and brand identity, as it can be viewed as a facet of self-brand connection.
Escalas and Bettman (2003, 2009) describe self-brand connections as the degree to which a person integrates a brand into their self-concept Additionally, related studies, including the brand-self connection framework by Park et al., further explore this construct.
Fournier's 2009 study offers a more focused perspective on consumer-brand identification, emphasizing self-connection In contrast to the research by Escalas and Bettman (2003, 2009), Fournier's work does not address the underlying motivations that drive self-brand connections, which may limit the understanding of consumer-brand identification in their findings.
Lam et al (2010) define consumer-brand identification as a psychological state where customers perceive, feel, and value their connection to a brand They propose that this identification is a formative construct consisting of three key dimensions.
(1) The cognitive dimension which similar to the notion of cognitive organizational identification in the study of Bergami and Bagozzi (2000),
(2) The emotional consequences of brand usage serve,
(3) “Evaluative consumer-brand identification”, defined as “whether the consumer thinks the psychological oneness with the brand is valuable to him or her individually and socially” (Lam et al., 2010, p 137)
Stokburger-Sauer et al (2012) challenge the notion that brand partner value is a core component of brand identification, suggesting instead that social benefits of a brand can influence identification as an antecedent Bergami and Bagozzi (2000) emphasize the need to distinguish between the emotional outcomes of identification and the identification itself Aligning with the theories of Park et al (2010), Bergami and Bagozzi (2000), and Stokburger-Sauer et al (2012), this paper posits that consumer-brand identification is primarily a cognitive representation, enriched by emotional associations Furthermore, it differentiates consumer-brand identification from purely emotional connections, as seen in concepts like emotional brand attachment (Malör et al., 2011) and brand love (Batra et al., 2012).
ANTECEDENTS OF CBI
The motivation for identification stems from higher-order self-definitional needs, particularly the need for uniqueness, which significantly influences consumer behavior This desire for self-distinctiveness drives individuals to identify with brands that they perceive as unique Consequently, the extent of a person's identification with a brand is closely linked to how distinct they believe that brand to be.
Many theories of social identity emphasize the cognitive construction of self but overlook the deeper factors that connect consumers to brands Brands are consumed repeatedly over time, making the consumption experience crucial in understanding consumer-brand identification Stokburger-Sauer et al (2012) highlight the importance of consumer interactions with brands and identify three key antecedents of consumer-brand identification: the ability of brands to foster connections with significant social others, the perception of brand warmth, and the presence of memorable brand experiences This study focuses on these three antecedents: brand distinctiveness, brand warmth, and memorable brand experiences.
In social contexts, individuals often seek to set themselves apart from others, as highlighted by Tajfel and Turner (1985) The theory of uniqueness positions proposed by Snyder and Fromkin (1977) emphasizes that the need for distinctiveness plays a crucial role in enhancing self-esteem Building on this idea, Brewer (1991) introduced the theory of optimal distinctiveness, which posits that people navigate the inherent conflict between their desire for similarity and their need for uniqueness by aligning with groups that fulfill both desires.
Tepper Tian et al (2001) discuss the concept of "need for uniqueness" in consumer behavior, which reflects an individual's desire to stand out from others This construct is defined as the pursuit of distinctiveness through the acquisition, use, and disposal of consumer goods, ultimately aimed at enhancing one's personal and social identity.
This study emphasizes that brand distinctiveness is crucial for fostering consumer identification with a brand, as supported by Berger and Heath (2007) Additionally, research by Thompson et al (2006) indicates that consumers frequently choose brands that stand in stark contrast to mass-produced, mass-consumed options to reinforce their identities.
According to Stokburger-Sauer et al (2012), brands that possess unique identities are more likely to attract consumer identification, provided that this uniqueness is not viewed negatively Therefore, brand distinctiveness can be understood as the perceived uniqueness of a brand's identity compared to its competitors In essence, the greater the perception of a brand's distinctiveness, the stronger the consumer's identification with that brand.
H1 There is a positive relationship between brand distinctiveness and consumer- brand identification
Research in the person's perception area provides a similar dichotomy by theorizing that the content of people's stereotypes can be organized with two key perceptual dimensions,
“warmth” and “competence” (Fiske, Cuddy, Glick, & Xu, 2002)
Stokburger-Sauer et al (2012) propose that brands can be categorized as warm or cold, influenced by their product categories, marketing positioning, and distinctive attributes (Rathnayake, 2008) This personality perception aligns with the concepts introduced by Aaker (1997), Fournier (1998), and Keller (2004) Notably, the warm-cold distinction is largely independent of brand quality, reliability, and functionality perceptions (Fiske et al., 2002) Consequently, a brand's emotional appeal, perceived as warm rather than cold and rational, plays a crucial role in fostering consumer-brand identification.
Research on brand love highlights the passionate attachments consumers develop with hedonic brands, indicating that warm brands evoke stronger emotional connections compared to cold brands As a result, consumers experience more intense feelings and a deeper sense of identification with warmer brands, which play a more significant role in their lives.
H2 There is a positive relationship between brand warmth and consumer-brand identification
Brands differ significantly in their ability to create memorable experiences for consumers (Stokburger-Sauer et al., 2012) According to Park et al (2010), some brands fail to establish a prominent place in consumers' memories despite being used regularly, while others, even if used less often, can leave a lasting emotional impact As a result, these impactful brands enable consumers to frequently revisit their positive experiences.
Arnould and Price (1993) highlight the significance of emotional and memorable brand experiences that arise from exceptional consumption activities Additionally, research by Escalas (2004) and Sujan et al (1993) reinforces the importance of these memorable brand experiences through studies on autobiographical memories and narrative processing in consumer behavior.
Memorable brand experiences significantly contribute to consumer-brand identification, which reflects the positive emotional memories consumers have of past interactions with a brand These brands often become integral to an individual's self-concept, as brand-related thoughts intertwine with personal identity Furthermore, narrative processing tends to create deeper connections between consumers and brands compared to traditional discursive methods, enhancing the overall brand experience.
H3 There is a positive relationship between memorable brand experiences and consumer-brand identification.
OUTCOME OF CBI: BRAND ADVOCACY
Advocacy, which refers to the promotion of an organization or company, is a significant outcome of identification with that entity This advocacy manifests in two primary forms: social and physical Socially, it involves recommending the company to others and defending it against criticism Physically, advocacy is expressed through purchasing and using branded merchandise, collecting memorabilia, wearing apparel, or even getting tattoos that showcase the company’s logo or name.
Accordingly, Stokburger-Sauer et al., (2012) suggest that CBI produce brand advocacy, at least in the social sense of the brand's promotion to social others Park et al
Research indicates that brand attachment significantly influences promotional behaviors, as noted by studies from 2010 Additionally, Ahearne et al (2005) found that customer-company identification plays a crucial role in driving extra-role behaviors, including company recommendations Consequently, this study anticipates a positive relationship between customer-brand identification (CBI) and brand advocacy.
H4 There is a positive relationship between consumer-brand identification and brand advocacy.
PRODUCT CATEGORY INVOLVEMENT AS A MODERATOR
Product category involvement (PCI) refers to the significance a product category holds for a consumer, shaped by their personal values, needs, and interests (Zaichkowsky, 1985) This concept is anticipated to play a moderate role in influencing the relationship between different antecedents and consumer brand involvement (CBI).
According to Bloch and Richins (1983), product categories become more appealing when linked to significant higher-order goals like value satisfaction Additionally, Chen and Chaiken (1999) found that individuals are more inclined to engage in systematic information processing for categories they feel more connected to.
Consumers with high involvement in product categories tend to possess more deeply processed and elaborated beliefs about brands' abilities to fulfill their self-definitional needs This heightened engagement requires significant cognitive resources and effort, leading to more pronounced judgments regarding a brand's standing on key antecedent variables Consequently, higher product category involvement enhances both the perceived capability of a brand to meet consumer needs and the motivation to engage with relevant information.
Higher consumer involvement in a product category enhances the connection between brand distinctiveness, brand warmth, and memorable brand experiences with consumer-brand identification.
THE CONCEPTUAL MODEL
Based on the review of the previous literature and hypotheses presented, the following conceptual model is proposed
This chapter outlines the definitions and theoretical foundations of key concepts within the model, highlighting three main antecedents that influence consumer-brand identification: brand distinctiveness, brand warmth, and memorable brand experiences Additionally, it identifies brand advocacy as a significant outcome of consumer-brand identification The research further examines product category involvement as a moderating factor, proposing seven hypotheses to explore these relationships.
H1: There is a positive relationship between consumer-brand identification and brand advocacy;
H2: There is a positive relationship between brand distinctiveness and consumer-brand identification;
H3: There is a positive relationship between memorable brand experiences and consumer-brand identification;
H4: There is a positive relationship between memorable brand experiences and consumer-brand identification;
H5a: The higher a consumer's involvement in the product category in which a brand belongs, the stronger the relationship between brand distinctiveness and consumer- brand identification;
H5b: The higher a consumer's involvement in the product category in which a brand belongs, the stronger the relationship between brand warmth and consumer-brand identification;
H5c: The higher a consumer's involvement in the product category in which a brand belongs, the stronger the relationship between memorable brand experiences and consumer-brand identification.
METHODOLOGY
RESEARCH PROCESS
After identifying the research problem, the author reviewed existing literature to uncover relevant constructs linked to the research objectives This foundational understanding led to the development of a research model and hypotheses, which were detailed in previous chapters Subsequently, the author designed the research framework, defining the unit of observation and analysis, data sources, data collection methods, measurement scales, sample selection, and data analysis techniques.
This research utilized primary data collected from consumers who have experience with high-involvement products, particularly in the context of Vietnam, where high-tech devices and educational services are prominent As highlighted in Chapter 1, the rapid growth of internet usage has shifted information access to digital platforms, leading to an increased demand for high-tech devices Consequently, laptops have emerged as essential tools for both business and personal use.
The demand for foreign language proficiency, particularly in English, is rapidly increasing due to the integration trend Language centers in major cities like Ho Chi Minh City are striving to keep pace with this growing demand As a result, customers now have a wider array of options and, thanks to the internet, are becoming more informed in selecting the language center that best meets their needs.
The author chose laptops as a representative of high-involvement tangible products and English courses from a language center in Ho Chi Minh City as a representative of high-involvement services for a survey A questionnaire was designed to collect data on both products, utilizing measurement scales adapted from previous studies and translated into Vietnamese After incorporating feedback from the research supervisor, the finalized questionnaire was distributed to participants, who were first asked about their prior experience with the products Panel members received the survey via email or in hard copy.
The research process consisted of two phases: a pilot survey utilizing qualitative methods and a main study employing quantitative methods The pilot study involved in-depth interviews to refine measurement scales, while the main study utilized a finalized questionnaire to gather data for analysis, including reliability, validity, and hypothesis testing The findings led to conclusions and recommendations that enhanced the research Figure 3.1 visually represents the entire research process.
Report the results and conclusion
The researcher developed the survey instrument by utilizing validated scales from existing literature The survey employed a 7-point Likert scale, ranging from "completely agree" to "completely disagree," to assess participant responses effectively.
The measurement of consumer-brand identification in this study utilized the scale developed by Nicola Stokburger-Sauer, S Ratneshwar, and Sankar Sen (2012) This scale, referred to as CBI, comprises five key items, as outlined in Table 3.1.
Table 3.1 Coding of Consumer-brand identification item scales
I feel a strong sense of belonging to brand X CBI1
I identify strongly with brand X CBI2
Brand X embodies what I believe in CBI3
Brand X is like a part of me CBI4
Brand X has a great deal of personal meaning CBI5
For measuring brand distinctiveness, this research used three items from existing scales (e.g., Bhattacharya & Sen, 2003) Table 3.2 showed the coding of these items
Table 3.2 Coding of Brand distinctiveness item scales
Brand X has a distinctive identity BD1
Brand X stands out from its competitors BD3
From scales of Moore, Ratneshwar, and Moore (2012), brand warmth was operationalized with three items The coding of these items was summarized in below table
Table 3.3 Coding of Brand warmth item scales
Brand X creates warm feelings among its users BW1
Brand X is very loveable BW2
Brand X is emotional rather than rational BW3
Table 3.4 presented the coding of three items used for measurement the construct memorable brand experiences These items were taken from scale of Gladden and Funk
Table 3.4 Coding of Memorable brand experiences item scales
I have had a lot of memorable experiences with brand X MBE1
Thinking of brand X brings back good memories MBE2
I have fond memories of brand X MBE3
The assessment of product category involvement utilized four items derived from previous research (Mittal & Lee, 1988), as detailed in Table 3.5 In the questionnaire, "product category" was substituted with the specific name of the product or service being studied This research focused on one tangible product and one service, resulting in two distinct questionnaires, each tailored to the respective product category.
Table 3.5 Coding of Product category involvement item scales
I am very interested in anything related to [product category, e.g., laptops/English course] PCI1
Which brand of [laptop/English course] I buy matters a lot PCI2
I value [laptop/English course] as an important part of my life [Laptop/English course] mean a lot to me PCI3
Brand advocacy was measured by three items from previous research (e.g., Brown, Barry, Dacin, & Gunst, 2005) These scale items for this study are symbolized by BA, detail content in Table 3.6
Table 3.6 Coding of Brand advocacy item scales
I like recommending brand X to other consumers BA1
I love to talk about the good points of brand X to people I know BA2
I have managed to convince other people to buy brand X BA3
The constructs were originally created in English by Stokburger-Sauer et al (2012), then translated into Vietnamese, and subsequently translated back into English to ensure consistency in vocabulary, idiomatic expressions, grammar, and syntax, as outlined by Steenkamp and ter Hofstede.
& Wedel, 1999) Based on feedbacks after in-depth interview with eight participant, the questionnaire is adjusted some minor changes in the wording of the items.
QUESTIONNAIRE DESIGN
The literature review focused on (i) the influence of consumer-brand identification on brand advocacy and (ii) the impact of three antecedents—brand distinctiveness, brand warmth, and memorable brand experiences—on consumer-brand identification Based on these findings, the researcher proposed hypotheses illustrated in the operational model (Figure 2.1) Subsequently, the author developed a preliminary questionnaire scale, initially in English, which was translated into Vietnamese for the survey Following feedback from supervisors and consultants, the Vietnamese version was refined to suit specific products, including laptops and English courses To ensure meaning equivalence, a back-translation was conducted by the author and several consultants.
Each questionnaire included three parts: (A) screening question, (B) measurement scales using a seven-point Likert scale to ask respondents choose one item that ranged from
The questionnaire utilized a scale from (1) completely disagree to (7) completely agree, alongside general demographic information about the respondents Both the English and Vietnamese versions of the questionnaire for the laptop and English course are presented in Appendix B.
After completing the preliminary questionnaire, the researcher conducted in-depth interviews with eight individuals in Ho Chi Minh City, all possessing excellent English skills and diverse academic backgrounds, as well as experience using laptops and attending English courses During these interviews, participants were asked to provide feedback on the questionnaire, helping to enhance its clarity and relevance for the study context The researcher meticulously recorded valuable insights and suggestions to refine the questionnaire items for Vietnamese consumers, ensuring that the language used in the initial measurement scales was clear and appropriate Following the interviews, the author revised the measurement scales and improved the official questionnaire (see Appendix A).
Following qualitative research, the author refined the questionnaire to better align with the Vietnamese context and enhance clarity Once the questionnaire was deemed suitable, a comprehensive main survey was conducted using a convenience sampling method among consumers in Ho Chi Minh City The quantitative research process was carried out in several structured steps.
- Step 1: The researcher defined the sample size of the research:
According to De Coster (2004), a fundamental guideline for statistical analysis suggests that the minimum sample size should be at least five times the number of independent variables and no less than 100 participants to ensure reliable results The formula for calculating the sample size is n ≥ (5 ÷ 10) * k, where n represents the sample size and k denotes the number of variables.
The model in this study had six variables with 20 scales so that the minimum sample size should be N > 20*5 = 100 observations
To conduct standard multiple regression analysis, a minimum sample size is essential According to Green (1991) and Tabachnick and Fidell (1991), the recommended sample size is calculated as n > 50 + 8m, where m represents the number of independent variables In this study, with three independent variables, the minimum required sample size is n > 50 + 8*3, resulting in at least 74 observations.
The study utilized a sample size of 523 observations, deemed suitable for both Exploratory Factor Analysis (EFA) and multiple regression analysis Convenience sampling was employed, and all participants were queried about their prior experience with laptops and English courses before completing the questionnaire.
- Step 2: The researcher issued the questionnaire to the interviewees
The researcher distributed questionnaires to residents of Ho Chi Minh City by personally delivering hard copies and also utilizing online methods through Google Docs To enhance accessibility, the survey link was shared directly with respondents via email and social media platforms like Facebook.
The survey was conducted over two weeks, with respondents participating by clicking a link, providing their answers, and submitting them to the researcher A total of 500 online questionnaires were distributed, alongside 580 hard copies Out of these, 277 online questionnaires were rejected, while 235 hard copies were returned Ultimately, the author successfully collected a total of 568 completed responses.
- Step 3: The researcher received the questionnaire and checked again for suitable results
Out of the received questionnaires, 42 were excluded due to respondents lacking smartphones, and three were deemed invalid due to insufficient information Ultimately, 523 valid responses were available for data analysis, as summarized in Table 3.7.
Table 3.7 The results of collecting questionnaires
Number of questionnaires were delivered
Number of valid responses after cleaning data
After this step, data were reviewed for completion, coded and input the raw data in IBM SPSS Statistic version 22 with the scale as mentioned in part 3.2.
DATA ANALYSIS AND DATA RESULTS
SAMPLE CHARACTERISTICS
The study's sample consisted of 523 respondents, with 186 men (36%) and 337 women (64%), predominantly aged 18 to 25 years (84%, or 438 respondents) The majority held a College or Bachelor Degree (49%), followed by high school graduates Additionally, 61% of respondents reported experience with laptops, while 39% had participated in English courses, with each respondent providing feedback on only one product Table 4.1 summarizes the sample characteristics.
Education level 12 grade or lower 2 0.38%
THE RELIABILITY TEST: THE CRONBACH’S ALPHA TEST
Testing Cronbach's alpha for each construct is essential to ensure that all items within a scale reliably measure the intended research concept The results of the Cronbach's alpha test for each construct are summarized in Table 4.2.
Table 4.2 The results of Cronbach’ alpha
Reliability Statistics Item-Total Statistics
Cronbach's Alpha N of Items Item
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Cronbach's alpha is a crucial metric for identifying unreliable or unsuitable scales, with a recommended value of 0.6 or higher indicating acceptable internal reliability (Nunnally & Burnstein, 1994) Additionally, a corrected item-total correlation of 0.3 or above suggests that an item is reasonably correlated with other items in the scale, making it a valuable component of the overall rating Conversely, if an item's total correlation is negative or falls below 0.3, it is essential to reassess the wording of the questionnaire and the relationships between items, making necessary modifications for better conceptual alignment.
The results presented in Table 4.2 indicate that all scales achieved a Cronbach’s alpha greater than 0.6, with the highest value being 0.901 for MBE and the lowest at 0.751 for BW Additionally, each item's corrected item-total correlation exceeded 0.3, confirming the reliability of the scales Consequently, these measures were utilized in the main survey to test the study hypotheses.
EXPLANATION FOR THE FINDING RESULTS OF THE HYPOTHESES
1.6 THE STRUCTURE OF THE STUDY
This paper includes five chapters:
This chapter presents the research background of the study, research problems, research objectives, research scopes, and methodology The significance of the study, and the research structure also be mentioned
* Chapter 2: Literature review and hypotheses
This section outlines the essential theories and definitions of the key concepts discussed, while also comparing previous research to explore the relationships between these constructs Building on this foundational knowledge, the author introduces a theoretical model and puts forth hypotheses alongside the study's conceptual framework.
This chapter outlines the research design and methodology, detailing the process of conducting the study It thoroughly discusses the measurement of constructs, the design of the questionnaire, the sample selection, and the chosen data analysis methods.
* Chapter 4: Data analysis and data results
In this chapter, the author summarizes the characteristics of the collected samples and presents the research findings derived from the analysis of the collected data, focusing on both the measurement model and the structural model Based on these results, the author draws conclusions regarding the research hypotheses proposed in Chapter 2.
CONCLUSIONS, IMPLICATIONS, AND LIMITATIONS
CONCLUSIONS
This study enhances the understanding of brand management by demonstrating that Consumer-brand identification significantly influences Brand Advocacy in Ho Chi Minh City, Vietnam The research identifies key factors affecting Consumer-brand identification, particularly for high-involvement products like laptops and English courses It emphasizes the importance of improving Brand distinctiveness and Memorable brand experiences to strengthen Consumer-brand identification in this market.
Based on previous studies, particularly the framework model by Nicola S-S et al (2012), a model was developed to illustrate the relationships among three key independent variables: Brand Distinctiveness, Brand Warmth, and Memorable Brand Experiences These variables significantly influence Consumer-Brand Identification, which in turn drives Brand Loyalty.
The data analysis revealed that the survey's measurement scales are reliable Following Exploratory Factor Analysis (EFA), two primary factors emerged: the first combines Brand Warmth with Brand Distinctiveness, while the second links Brand Warmth with Memorable Brand Experiences A reliability test was conducted on these new constructs The similarity in responses may stem from the brief time respondents spent answering the survey, leading to comparable feelings regarding the Brand Warmth items.
MANAGERIAL IMPLICATIONS
This research highlights the positive connections between Consumer-brand identification and its antecedents, as well as between Consumer-brand identification and Brand advocacy The findings suggest that managers aiming to boost competitive advantage through Brand advocacy should prioritize enhancing Consumer-brand identification To achieve this, it is essential for managers to strengthen the antecedents of Consumer-brand identification.
To develop brand distinctiveness, companies must prioritize unique design elements both internally and externally This distinctiveness originates from the inherent qualities of the product or service, which should be consistently invested in, diversified, and enhanced as part of a long-term strategy to secure a sustainable market position For instance, in the tech industry, particularly with laptops, research and development should focus on improving hardware quality, software functionality, and designing new models that are portable and aesthetically appealing to meet the lifestyle demands of various customer segments Similarly, language centers offering English courses must enhance teaching quality and align their offerings with student needs while providing excellent facilities.
To enhance product quality and brand recognition, managers must implement targeted marketing strategies that effectively communicate the unique advantages of their offerings to customers Providing comprehensive information about a product enhances customer perceptions and highlights its distinctive characteristics Differentiation can arise from various factors, including specialized market segmentation, exclusive quality, or innovative pricing strategies Managers should take these elements into account to develop alternative tactics that capitalize on real market opportunities.
To create memorable brand experiences, corporations must prioritize the utility of their products or services This focus compels managers to invest in product quality while developing distinctiveness Additionally, design should emphasize elements that resonate with customers' emotions and leave a lasting impression.
According to Fournier (1998) and Park et al (2010), brands that evoke warmth elicit stronger emotional responses from consumers To foster this warmth, brands should design products that cater to customers' personal needs Memorable brand experiences arise not only from frequent use and satisfaction with product uniqueness but also from the connections and relationships formed during brand interactions These experiences extend beyond mere product usage to encompass the enjoyment derived from engaging with the brand Therefore, managers should focus on marketing activities that strengthen customer-brand connections rather than solely emphasizing products or services Additionally, exceptional customer service plays a crucial role in creating and sustaining these memorable brand experiences.
Enhancing memorable brand experiences goes beyond just product features; for instance, laptops that incorporate additional applications tailored to individual needs can significantly impact user perception A robust warranty policy, attractive benefit packages, and exclusive online support access foster a sense of belonging and make customers feel special This emotional connection extends beyond the product itself, influencing overall brand impressions Similarly, English language centers can elevate their offerings by not only providing high-quality courses but also by establishing clubs or community groups where students can connect and share experiences.
Scan create memorable experiences for customers Sometimes, a pencil, a hat, or a handbook, which only the students of that language center have, can remind the customers about the brand they used
Brand distinctiveness has a more significant impact on consumer-brand identification than memorable brand experiences Therefore, when faced with time or budget constraints, managers should prioritize investing in brand distinctiveness This strategic focus allows corporations to optimize their resources effectively.
LIMITATIONS AND FUTURE RESEARCH
Because the limitation of nature research model, time and fund, there are some limitations of this study that should be acknowledged for future research
The research was conducted exclusively with respondents residing in Ho Chi Minh City, which may limit the sample's representativeness despite the city's significance in Vietnam Notably, approximately 64% of survey participants were female, and the focus was on high-involvement products In Vietnam, women often rely on recommendations rather than brand reputation when deciding to purchase high-tech devices.
The research primarily focused on respondents with product usage experience, potentially overlooking those who make purchasing decisions According to the Theory of Planned Behavior (Ajzen, 1991), individual behavior can be influenced by social norms; however, this study did not account for the impact of income or price, which could affect Consumer Brand Interaction (CBI) and brand advocacy Future research should include these demographic variables in the survey to provide a more comprehensive understanding.
Future research should focus on re-evaluating this model by collecting data from diverse geographical regions while considering significant cultural differences Additionally, the current research methodology is relatively basic, so future studies should incorporate more advanced techniques, such as Confirmatory Factor Analysis, to enhance reliability.
Finally, convenience sampling which was applied in this research was nonprobability sampling To increase the generalizability of sample, we should use the probability sampling in future research
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Appendix A: Guideline for Qualitative In-Depth Interview
Measure scales (Content before in-depth interview)
Respondent’s comments or Suggestion for Revised content (after in-depth interview)
I feel a strong sense of belonging to brand X Understandable
I identify strongly with brand X Comprehensible
Brand X embodies what I believe in Comprehensible
Brand X is like a part of me Understandable
Brand X has a great deal of personal meaning Comprehensible
Brand X has a distinctive identity Understandable
Brand X stands out from its competitors Easy to understand
Brand X creates warm feelings among its users Easy to understand
Brand X is very loveable Comprehensible
Brand X is emotional rather than rational This sentence take long time to respond the answer, however it still comprehensible
I have had a lot of memorable experiences with brand X The meaning of these sentences is not different from each other
Thinking of brand X brings back good memories
I have fond memories of brand X
I am very interested in anything related to [laptop/English course]
Easy to understand Which brand of [laptop/English course] I buy matters a lot Easy to understand
I value [laptop/English course] as an important part of my life
[Laptop/English course] mean a lot to me
The first sentence included the second
I like recommending brand X to other consumers Easy to understand
I love to talk about the good points of brand X to people I know
I have managed to convince other people to buy brand X Do not need the word “managed”
Appendix B: Bilingual Questionnaire (Vietnamese – English)
I Bilingual Questionnaire English – Vietnamse for Laptop
Phần A: Câu hỏi gạn lọc / Screening question
Bạn có từng hoặc đang sử dụng máy tính xách tay cho mục đích cá nhân, không phải do công ty hoặc đơn vị công tác cấp phát cho công việc không?
Have you used/ever used laptop for personal purpose (not from your office)?
Nếu anh chị chọn “Không”, anh chị có thể ngưng thực hiện bảng câu hỏi tại đây Xin chân thành cảm ơn sự tham gia của quý anh chị
If your answer is No, please stop here Thanks you.
Nếu bạn đã chọn “Có”, xin vui lòng cho biết tên thương hiệu laptop mà bạn thường xuyên sử dụng (vui lòng chỉ chọn một thương hiệu).
If your answer is Yes, please choose the brand name of your laptop that you are using (Please choose only 1 brand that you have use most often.)
Acer ASUS HP Samsung Toshiba
Apple Dell Lenovo Vaio Khác………
Thương hiệu mà anh chị nêu kể trên sẽ được gọi là thương hiệu X trong các phần tiếp theo của bảng câu hỏi này
Your chosen brand will be Brand X in questions below.
Phần B: Câu hỏi liên quan đến việc xác định thương hiệu của khách hàng và sự ủng hộ thương hiệu/ Questionnaire for Customer brand identification and Brand advocacy
Anh chị vui lòng cho biết ý kiến cá nhân đối với từng phát biểu sau đây bằng cách chọn một số ứng với mức độ đồng ý của anh chị:
Please choose one number to show your level of agreement
1: Hoàn toàn không đồng ý / Completely Disagree 2: Không đồng ý / Strongly Disagree
3: Không đồng ý một phần / Disagree 4: Phân vân/ không có ý kiến / Neutral 5: Đồng ý một phần / Agree
6: Đồng ý / Strongly Agree 7: Hoàn toàn đồng ý / Completely Agree
TT Nội dung phát biểu
Nhóm phát biểu liên quan đến Sự nhận diện thương hiệu của khách hàng
1 Tôi rất muốn sở hữu sản phẩm của thương hiệu X
I feel a strong sense of belonging to brand
2 Tôi có thể khẳng định chính mình cùng
(sản phẩm của) thương hiệu X
3 Thương hiệu X tiêu biểu cho những giá trị mà tôi kỳ vọng
Brand X embodies what I believe in
4 Thương hiệu X là một phần quan trọng biểu hiện phong cách, đẳng cấp của tôi
Brand X is like a part of me
5 (Sở hữu sản phẩm) Thương hiệu X có nhiều ý nghĩa đối với cá nhân tôi
Brand X has a great deal of personal meaning
Nhóm phát biểu liên quan đến Tính khác biệt của một thương hiệu: (Brand distinctiveness)
6 Thương hiệu X có đặc điểm nhận diện riêng biệt
7 Thương hiệu X rất độc đáo
8 Thương hiệu X nổi trội hơn hẳn các đối thủ cạnh tranh
Brand X stands out from its competitors
Nhóm phát biểu liên quan đến Mức độ thân thiện/ gần gũi của một thương hiệu
9 Thương hiệu X tạo ra cảm giác thân thiện/gần gũi giữa những người cùng sử dụng sản phẩm
Brand X creates warm feelings among its users
10 Thương hiệu X chiếm được nhiều cảm tình của người sử dụng
11 Thương hiệu X mang đến những giá trị thiên về cảm xúc hơn là lý trí
Brand X is emotional rather than rational
Nhóm phát biểu liên quan đến Những kinh nghiệm đáng nhớ về một thương hiệu
12 Tôi đã có nhiều kinh nghiệm đáng nhớ đối với thương hiệu X
I have had a lot of memorable experiences with brand X
13 Thương hiệu X gợi lại trong tôi những kỉ niệm tốt đẹp
Thinking of brand X brings back good memories
14 Tôi có những kỉ niệm đẹp về thương hiệu
I have fond memories of brand X
Nhóm phát biểu liên quan đến Sự gắn kết đối với sản phẩm (Product category involvement)
15 Tôi rất quan tâm đến những gì liên quan tới máy tính xách tay
I am very interested in anything related to laptops
16 Chọn lựa thương hiệu khi mua laptop là điều rất quan trọng đối với tôi
Which brand of laptop I buy matters a lot
17 Tôi đánh giá máy tính xách tay là một phần quan trọng của cuộc sống của tôi
I value laptop as an important part of my life
Nhóm phát biểu liên quan đến Sự ủng hộ thương hiệu (Brand advocacy)
18 Tôi thích giới thiệu thương hiệu X cho những người tiêu dùng khác
I like recommending brand X to other consumers
19 Tôi rất thích kể cho những người tôi biết về các ưu điểm của thương hiệu X
I love to talk about the good points of brand X to people I know
20 Tôi có chủ động thuyết phục người khác mua sản phẩm của thương hiệu X
I have managed to convince other people to buy brand X
Phần C: Thông tin cá nhân / Personal Information
Anh chị vui lòng cung cấp một số thông tin cá nhân của anh chị để phục vụ cho việc phân loại và so sánh các nhóm đối tượng
Please provide some personal information for classification and comparison
3 Trình độ học vấn/ Education level :
Từ lớp 12 trở xuống/ 12 grade or lower
Tốt nghiệp THPT/ High school Graduated
Tốt nghiệp Đại học, Cao đẳng / College, Bachelor Degree
Cao học trở lên / Master Degree or higher
Xin chân thành cảm ơn sự các anh chị đã tham gia khảo sát.
Thank much for your participation
II Bilingual Questionnaire English – Vietnamse for English course
Phần A: Câu hỏi gạn lọc / Screening question
Anh chị có từng/đang tự đăng ký theo học tại một trung tâm Anh ngữ hay không?
Have you learnt/ever learnt at an English language center?
Nếu anh chị chọn “Không”, anh chị có thể ngưng thực hiện bảng câu hỏi tại đây Xin chân thành cảm ơn sự tham gia của quý anh chị
If your answer is No, please stop here Thanks you.
Nếu bạn chọn "Có", xin vui lòng cung cấp tên trung tâm mà bạn đã từng theo học Nếu bạn đã học tại nhiều trung tâm, hãy chọn trung tâm mà bạn đã theo học lâu nhất.
If your answer is Yes, please choose the brand name of your laptop that you are using (Please choose only 1 brand that you have learnt most often.)
Apollo Duong Minh SG Hop diem
British Councils ĐH Sư phạm TpHCM/ at
Cleverlearn / AMA Không gian/Outerspace Khác/ Other……
Chi phí anh chị dành cho việc học Anh ngữ tại đây/
Average learning Fee for your English course at here:
Từ 500.000 đến dưới 1.000.000 đồng/tháng (VND/month)
Từ 1.000.000 đến 1.500.000 đồng/tháng (VND/month)
Trung tâm Anh ngữ mà anh chị nêu kể trên sẽ được gọi là Trung tâm Anh ngữ X trong các phần tiếp theo của bảng câu hỏi này
Your chosen brand will be Brand X in questions below.
Phần B: Câu hỏi liên quan đến việc xác định thương hiệu của khách hàng và sự ủng hộ thương hiệu/ Questionnaire for Customer brand identification and Brand advocacy
Anh chị vui lòng cho biết ý kiến cá nhân đối với từng phát biểu sau đây bằng cách chọn một số ứng với mức độ đồng ý của anh chị:
Please choose one number to show your level of agreement
1: Hoàn toàn không đồng ý / Completely Disagree 2: Không đồng ý / Strongly Disagree
3: Không đồng ý một phần / Disagree 4: Phân vân/ không có ý kiến / Neutral 5: Đồng ý một phần / Agree
6: Đồng ý / Strongly Agree 7: Hoàn toàn đồng ý / Completely Agree
TT Nội dung phát biểu/ Statement Mức độ đồng ý/ Agreement
Nhóm phát biểu liên quan đến Sự nhận diện thương hiệu của khách hàng
1 Tôi rất muốn theo học tại Trung tâm Anh ngữ X
I feel a strong sense of belonging to brand
2 Tôi có thể khẳng định chính mình khi theo học tại Trung tâm Anh ngữ X
3 Trung tâm Anh ngữ X đáp ứng được những tiêu chuẩn mà tôi mong muốn
Brand X embodies what I believe in
4 Trung tâm Anh ngữ X là một phần quan trọng đại diện cho đẳng cấp của tôi
Brand X is like a part of me
5 (Học tại) Trung tâm Anh ngữ X đem lại nhiều ý nghĩa cho cá nhân tôi
Brand X has a great deal of personal meaning
Nhóm phát biểu liên quan đến Tính khác biệt của một thương hiệu: (Brand distinctiveness)
6 Trung tâm Anh ngữ X mang những đặc trưng riêng biệt
7 Rất khó tìm được trung tâm Anh ngữ nào giống như Trung tâm X
8 Trung tâm Anh ngữ X rất nổi trội hơn hẳn các đối thủ cạnh tranh
Brand X stands out from its competitors
Nhóm phát biểu liên quan đến Mức độ thân thiện/ gần gũi của một thương hiệu
9 Trung tâm Anh ngữ X tạo ra được cảm giác thân thiện/gần gũi giữa các học viên với nhau
Brand X creates warm feelings among its users
10 Trung tâm Anh ngữ X nhận được nhiều cảm tình của học viên
11 Trung tâm Anh ngữ X mang đến những giá trị thiên về cảm xúc hơn là lý trí
Brand X is emotional rather than rational
Nhóm phát biểu liên quan đến Những kinh nghiệm đáng nhớ về một thương hiệu
12 Tôi đã có nhiều kinh nghiệm đáng nhớ khi theo học tại Trung tâm Anh ngữ X
I have had a lot of memorable experiences with brand X
13 Trung tâm Anh ngữ X gợi lại trong tôi những kỉ niệm tốt đẹp
Thinking of brand X brings back good memories
14 Tôi có những kỉ niệm đẹp về Trung tâm
I have fond memories of brand X
Nhóm phát biểu liên quan đến Sự gắn kết đối với sản phẩm (Product category involvement)
15 Tôi rất quan tâm đến những gì liên quan tới các khóa học Anh ngữ
I am very interested in anything related to
16 Chọn lựa Trung tâm Anh ngữ để theo học là điều tôi phải cân nhắc kĩ
Which brand of English course I buy matters a lot
17 Tôi đánh giá học Anh ngữ là một phần quan trọng của cuộc sống Học Anh ngữ có ý nghĩa rất lớn với tôi
I value English courses as an important part of my life English courses mean a lot to me
Nhóm phát biểu liên quan đến Sự ủng hộ thương hiệu (Brand advocacy)
18 Tôi thích giới thiệu Trung tâm Anh ngữ X cho những người đang học tiếng Anh
I like recommending brand X to other consumers
19 Tôi rất thích kể cho những người tôi biết về các ưu điểm của Trung tâm Anh ngữ
I love to talk about the good points of brand X to people I know
20 Tôi có chủ động thuyết phục người khác theo học tại Trung tâm Anh ngữ X
I have managed to convince other people to buy brand X
Phần C: Thông tin cá nhân / Personal Information
Anh chị vui lòng cung cấp một số thông tin cá nhân của anh chị để phục vụ cho việc phân loại và so sánh các nhóm đối tượng
Please provide some personal information for classification and comparison
3 Trình độ học vấn/ Education level :
Từ lớp 12 trở xuống/ 12 grade or lower
Tốt nghiệp THPT/ High school Graduated
Tốt nghiệp Đại học, Cao đẳng / College, Bachelor Degree
Cao học trở lên / Master Degree or higher
Xin chân thành cảm ơn sự các anh chị đã tham gia khảo sát.
Thank much for your participation
Appendix C: Results of Total Variance Explained Table 4.5 Total Variance Explained of Independent Variables
Initial Eigenvalues Extraction Sums of Squared
Extraction Method: Principal Component Analysis
Table 4.8 Total Variance Explained of CBI
Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative %
Extraction Method: Principal Component Analysis
Appendix D: Scatter Plot, Histogram & Standardized for Multiple Regression