Improving Consumer-based Brand Equity in Digital Environment. Case: TOMATO Education
Tran, Huynh (2019)
Avaa tiedosto
Lataukset:
Tran, Huynh
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201905067848
https://urn.fi/URN:NBN:fi:amk-201905067848
Tiivistelmä
Consumer-based brand equity (CBBE) is a concept approaching brand building process from
the perspective of the consumers. The concept delimits the route marketers need to take to
build up brand equity. As digitalisation keeps thriving, more and more digital touchpoints have
been added up to the clutter, it is necessary to understand whether CBBE continues to hold its
strong suit and explore the key element in building a strong brand in digital environment.
The research chose TOMATO Education, an extracurricular activity provider for children in
Vietnam to employ the research. The objective of this research was to understand how to
improve CBBE in digital environment, in particular, how TOMATO Education can improve
CBBE in digital environment.
This thesis adopted quantitative research methodology. Survey method using questionnaire
was used to collect data. The sample size of the survey is 200-230. The questionnaire was
sent out to TOMATO Education customers. The survey aimed to evaluate the current
performance of the brand digital touchpoints, as a result, suggested the brand how to improve
CBBE in digital environment.
The result of the research confirmed that digital touchpoints play an important role in improving
CBBE in digital environment. Respondents perceive and interact with the brand through its
digital touchpoints. Through digital touchpoints, the brand is able to portrait itself with positive
image in its customers perception. Based on the result, the construct of CBBE for TOMATO
Education was proposed. Additionally, among the digital touchpoints the company owns,
Facebook is by far the most effective one where brand message and interaction are well
conveyed. However, the use of email is not fully exploited. Besides, the result also reveals that
there is room for capitalising the power of earned touchpoints to improve CBBE.
the perspective of the consumers. The concept delimits the route marketers need to take to
build up brand equity. As digitalisation keeps thriving, more and more digital touchpoints have
been added up to the clutter, it is necessary to understand whether CBBE continues to hold its
strong suit and explore the key element in building a strong brand in digital environment.
The research chose TOMATO Education, an extracurricular activity provider for children in
Vietnam to employ the research. The objective of this research was to understand how to
improve CBBE in digital environment, in particular, how TOMATO Education can improve
CBBE in digital environment.
This thesis adopted quantitative research methodology. Survey method using questionnaire
was used to collect data. The sample size of the survey is 200-230. The questionnaire was
sent out to TOMATO Education customers. The survey aimed to evaluate the current
performance of the brand digital touchpoints, as a result, suggested the brand how to improve
CBBE in digital environment.
The result of the research confirmed that digital touchpoints play an important role in improving
CBBE in digital environment. Respondents perceive and interact with the brand through its
digital touchpoints. Through digital touchpoints, the brand is able to portrait itself with positive
image in its customers perception. Based on the result, the construct of CBBE for TOMATO
Education was proposed. Additionally, among the digital touchpoints the company owns,
Facebook is by far the most effective one where brand message and interaction are well
conveyed. However, the use of email is not fully exploited. Besides, the result also reveals that
there is room for capitalising the power of earned touchpoints to improve CBBE.