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eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in April 2026 (Volume 30, Issue 1) Submit manuscript

Factors affecting brand awareness: Case of food industry in Vietnam

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  • Factors affecting brand awareness: Case of food industry in Vietnam

Quang Van Ngo 1, * and Dung Viet Pham 2

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
Article DOI: 10.30574/wjarr.2023.20.2.1738
DOI url: https://doi.org/10.30574/wjarr.2023.20.2.1738
Received on 19 July 2023; revised on 05 November 2023; accepted on 07 November 2023
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.
Brand Identity; Brand; Awareness; Brand Name; Logo; Slogan; Color; Website
https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2023-1738.pdf

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Quang Van Ngo and Dung Viet Pham. Factors affecting brand awareness: Case of food industry in Vietnam. World Journal of Advanced Research and Reviews, 2023, 20(2), 502-508. Article DOI: https://doi.org/10.30574/wjarr.2023.20.2.1738

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