Factors affecting brand awareness: Case of food industry in Vietnam
1 Faculty of Business Management, Hanoi University of Industry, Hanoi, Vietnam.
2 Center for Quality Assurrance, Hanoi University of Industry, Hanoi, Vietnam.
Research Article
World Journal of Advanced Research and Reviews, 2023, 20(02), 502–508
Publication history:
Received on 19 July 2023; revised on 05 November 2023; accepted on 07 November 2023
Abstract:
Studying the factors affecting the level of brand awareness is one of the basic requirements for businesses to meet the needs of customers. In this research paper, the author has explored the theoretical basis related to brand and brand identity. Based on that, a research model was built with 05 independent variables and 01 dependent variable. The research results show the order of influence of factors on brand awareness: the Brand name factor has the largest beta coefficient (0.393), followed by the logo factor (0.352), slogan (0.352), Brand colors (0.145), Website (0.133). From that basis, the thesis makes suggestions on solutions for a firm of food industry in Vietnam.
Keywords:
Brand Identity; Brand; Awareness; Brand Name; Logo; Slogan; Color; Website
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Copyright information:
Copyright © 2023 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0