Summary of doctoral thesis in business administration customer based brand equity a case study on brand of traditional pottery village in the northern provinces of vietnam

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CHAPTER 1: INTRODUCTION
1.1.

Reason of study

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(2008); Kim et al (2008); Xu & Chan (2010); there are some approaches from the employee
perspective, such as King and Grace (2009); Youngbum Kwon (2013); Ashforth and Mael

In fact, rural industry development has always been the top target of the Vietnamese

(1989), etc. If the employees are satisfied with their jobs and working environment, etc, they will

government. Two main measures to achieve this goal are to build industrial parks and
develop traditional craft villages. Among the measures, developing traditional craft villages

serve the customers more enthusiastically and transfer such satisfaction to the customers.

in the rural area plays an important role in creating jobs and income for a large number of
rural workers accounting for 68.1% (double the number of urban workers which is 31.9% According to the result of Census 2019) [120]. Developing traditional craft villages can help

researchers in marketing study as “if a brand makes no sense or value to the consumers, in the

to meet the increasingly diversified needs of the consumers, develop the economy, increase
the quantity of exported products - increase foreign currency earnings, increase GDP of the
country. The development history of Vietnamese culture, economy, and society always
accompanies the development history of craft villages. Pottery is one of the oldest
traditional occupations in Vietnam.

In the context of international integration and the implementation of new-generation
free trade agreements (ETA), promoting pottery is to not only preserve and promote the
national cultural identity but also contribute to the sustainable economic development in
rural areas. The study is useful and necessary for Vietnam as pottery products from
traditional craft villages face increasingly high competition from imported products or
industrial pottery products. Particularly, while the pottery products imported from China
and mass production factories are at low prices, the cost of traditional crafts still increases
due to the scarcity of inputs, etc. Many pottery craft villages and households had to give up
the traditional occupation. One of the main reasons is that they are not aware of the
importance of brand equity (perceptions and behaviors of customers towards the brand) as
well as the importance of using the trademark as an advantage to increase loyalty, generate
higher profits, expand investment and increase competitiveness in the market.
In theory, in the document review process, the author found many conflicting opinions,

However, customer-based brand equity is the dominant approach and used by most of the
end, it is meaningless to investors, manufacturers, retailers, employees” (Cobb-Walgre et al.,
1995).
In recent years, many academic and experimental studies have been made both
domestically and internationally on CBBE for many tangible products (televisions, cameras,
washing machine, cars, consumer goods) or services (hospital, university, insurance).
However, the author's study is new with a new research object (there is no official research
on the collective brand equity of traditional pottery village in the Northern provinces of
Vietnam with research population who are customers of the northern pottery villages, with a
new research scope (traditional pottery villages in the northern provinces, Vietnam). The
northern provinces of Vietnam are the roots of cultural traditions, converge the outstanding
cultural features of Vietnamese society. From language, beliefs of worship, religion to
customs or arts, all of these cultural features are shown in the pictures and patterns of
pottery products as national pride. With a relatively dense network of rivers and branches at
the downstream of Red and Thai Binh rivers, the pottery villages in the North have been
endowed with abundant materials in place. This is the reason why pottery craft villages in

the Northern provinces are very developed with a variety of pottery products and unique
features in comparison to other regional craft villages. The differences in quality of clay,
glazes, and the cultural identities of traditional rural craft villages in the North of Vietnam
lead to the differences in measuring and testing the influence of factors to CBBE. As the
measurement is made under the regulation of "age, lifestyle", it is a new topic.

different views, and approaches to brand equity. Regarding the concept of brand equity, "If

Based on the requirements of both practical and theoretical issues, the study chooses

you ask ten persons what brand equity is, you can get ten (maybe eleven) different answers"

the gap: “Customer-based brand equity: A case study on brand of traditional pottery village

(Winters, LC (1991)), each researcher has a different perspective. The lack of a unified definition

in the Northern provinces of Vietnam”.

has resulted in many different methodologies and approaches to measuring brand equity. Some

1.2 . Study objectives

scientists have the approaches from a financial perspective, such as Simon and Sullivan (1993);
Srinivasan et al (2005); Farquhar et al (1991); Ferjani et al (2009); Haigh (1999); Buil et al
(2008). In addition to the study approach from customer perspective (customer-based brand
equity CBBE), such as Aaker (1991); Keller (1993); Park and Srinivasan (1994); Cobb-Walgren
et al (1995); Shocker et al (1988); Yoo B., Donthu N. and Lee S (2000); Yoo and Donthu (2001);
Pappu et al (2005); Villarejo-Ramos and SanchezFranco (2005); Atilgan et al (2005); Buil et al

Firstly, to test whether the internal factors (constituent factors) affect brand equity in

the case of the collective brand of traditional pottery village in the Northern provinces,
Vietnam.


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Secondly, to complete the measurement scale of the factors affecting brand equity to
match the collective brand characteristics of traditional pottery village in the northern
provinces of Vietnam.
Thirdly, to learn about the relationship among the factors affecting brand equity, and to
measure the relationship of these factors to CBBE in the case of collective brand of
traditional pottery village in the northern provinces.
Fourthly, to learn the regulation of two individual variables which are age and lifestyle
to the relationship between brand awareness, brand association, perceived quality, brand
loyalty, and customer-based brand equity.
Lastly, based on the nature and degree of how the factors influence CBBE and how the
factors influence each other, the recommendation for governance activities is proposed to
promote the collective brand equity of the pottery craft villages.
1.3. Study object and scope
1.3.1. Study objects
The study object is customer-based brand equity in the specific cases of collective
brand of traditional pottery villages in the northern provinces of Vietnam.
Research population (observed objects): The objects for the study to collect the data is
the customers from 18 years old or older, who have purchased and used traditional pottery
products of northern traditional pottery villages collective brand.

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-

The thesis proves that "age" has an effect on moderating the relationship of brand

awareness, brand association, perceived quality, brand loyalty, and collective brand equity
of the northern pottery villages.
-

The thesis has proven that "lifestyle" has an effect on moderating the relationship of

brand awareness, brand association, and collective brand equity of the northern pottery
villages.
- Complete the scale of brand awareness, brand associations, and perceived quality
(the thesis has supplemented and developed a scale: Brand awareness (BAW4), brand
association (BAS2, BAS3), BAS10), perceived quality (PQ3, PQ7).
1.4.2. New practical scientific contributions
- The thesis affirms the impact of four constituent factors on collective brand equity of
northern pottery village, on the other hand, the constituent factors themselves also have a
mutual effect. Among four factors, brand awareness has the most positive impact on brand
equity in the case of collective brand of northern pottery craft villages.
- The thesis solves the gap of previous studies: New research object (there is still no official
research on the customers-based collective brand equity of northern traditional pottery craft
villages with research population who are customers of the northern pottery villages
(specifically, 04 pottery villages with registered collective trademarks, including Bat Trang,
Phu Lang, Kim Lan, Dong Trieu); New study scope (the northern traditional pottery
villages). Particularly, as the measurement is made under the regulation of "age, lifestyle", it
is a new topic.

1.3.2. Study scope
Scope of content: The thesis focuses on design study, development of measurement
scales, and testing internal factors affecting CBBE in the specific case of collective brand of
pottery craft village in the Northern provinces. Therefore, the author only researches the

trademark of traditional pottery villages (collective brands) that have been registered at
National Office of Intellectual Property of Vietnam, with no consideration to pottery
brands of small and private enterprises.
Scope of time: The data has been collected and analyzed from 2015 to 2020.

The pottery village collective brand management unit needs to build the imprint of

craft village collective brand in the customer’s mind so that they can remember and find it
when needed. Logo and signs of collective brand need to be adjusted to ensure uniformity
and create distinctive, recognizable, memorable features that must be effectively
communicated to customers.
-

The research results show that the weakest scale of brand association is "X pottery

brand makes me think of Vietnam as the country of origin". Therefore, the collective brand
owners need to create the associations which are unique features of northern pottery
products (clay, glazes, etc.), traditional feeling, pride, the patriotism of the consumers.

1.4. New scientific and practical contributions of the research
1.4.1. New scientific contributions
-

The thesis confirms that there are differences between brand awareness and brand

association (these two variables are measured by independent scale). This contribution
affirms that these two research variables cannot be combined as one to test and measure
brand equity as in controversial studies recently.

- Market research activities should be strengthened, especially research activities on

customer needs and demands.
- The solutions to promote the pottery village collective brand awareness focus on the
group of men who are over 60 years old and lifestyle watching television. The solutions to
promote brand associations focus on the group of men who are over 60 and lifestyle in


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technology. The solutions to improve the quality of brand perception focus on men aged 1825 years. The solution to promoting brand loyalty is for the group of men aged 18-25 years.

CHAPTER 2: THEORETICAL BASIS OF CUSTOMER-BASED BRAND EQUITY

1.6. Thesis outline
The thesis is made of 5 chapters:

2.1. Theoretical basis of customer-based brand equity
2.1.1. Brand and trademark
Brand is a set of signs to identify and distinguish a product (a business), an image of a

Chapter 1: Introduction.

product (a business) built in the customer’s mind over time. These signs can be tangible

Chapter 2: Overview and the theoretical basis of the factors affecting customer-oriented

(name, logo, slogan, music, shape, packaging, color, etc.) or intangible (feeling of safety,

brand equity.

Chapter 3: Methodologies
Chapter 4: Study results
Chapter 5: Comments and recommendations

trustworthiness, self-affirmation, uniqueness, etc.).
Trademark is a set of signs used to distinguish goods and services from different
organizations and individuals. The signs used for a trademark must be visible in the form of
letters, words, pictures, drawings, or a combination of those in one or more colors.
2.1.2. Customer-based brand equity (CBBE)
“CBBE is the combination of different perceptions and behaviors of the customers towards
a branded product and a non-branded product”.
2.2. The factors affecting customer-based brand equity
2.2.1. Theoretical model of CBBE
Aaker’s brand equity model, 1991:
Perceived
quality
Brand
associations

Brand
awareness

Brand
loyalty

Brand equity
(Name,
symbol)

Other proprietary

brand assets: patent,
channel relationship,
etc.

Figure 2.1: Aaker’s brand equity model, 1991
Source: Aaker (1991, 32)
“Brand awareness is the ability of potential buyers to recognize or recall that such
brand is a member of a certain product category” Aaker (1991, 78). Four levels of brand
awareness include non-recognition, brand recognition (remember the brand with hints,
suggestion, and reminder), recalling (remembering without hints, reminder) and the first brand
emerged in the customer’s mind.
“Brand association is anything that connects customer's memory to a brand” Aaker


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(1991, 132). 11 types of brand associations include product attributes, intangible attributes,

Donthu (2001); Washburn and Plank (2002); Kim and Kim
(2004); Netemeyer et al (2004); Pappu et al (2005); Atilgan et
al (2005); Villarejo-Ramos and SanchezFranco (2005); Orth et
al (2005); Duhan et al (2006); Morrison and Eastburn (2006);
Buil et al (2008); Atilgan et al (2009); Dopico et al (2009);
Burmann et al (2009); Chen and Tseng (2010) Taglioni et al
(2011); Buil et al (2013); Saydan (2013); Spielmann (2014);
Nguyen Viet Bang (2015); Nguyen Tien Dung (2017); Le
Thanh Tam et al (2017); Pham Thi Minh Ly (2014); Thọ and
Trang (2011); Nguyen Truong Son and Tran Trung Vinh

(2011); Hoang Thi Phuong Thao et al (2010).

customer benefits, price, circumstances of use, user profile, famous user, personalization,
product types, competitors, and country.
“Perceived quality is an invisible, holistic sense of a brand. However, it is usually
based on basic dimensions including product characteristics to which the brand is attached
such as reliability and performance” Aaker (1991, 106). It is evaluated by performance,
features, conformance to specification, reliability, durability, serviceability - maintenance,
conformance, and perfection (With service, it is evaluated by tangible factors, reliability,

4

Brand loyalty

Yoo et al (2000); Yoo and Donthu (2001); Washburn and Plank
(2002); Kim and Kim (2004); Netemeyer et al (2004); Pappu et
al (2005); Atilgan et al (2005); Villarejo-Ramos and
SanchezFranco (2005); Buil et al (2008); Kim et al (2008);
Atilgan et al (2009); Tong and Hawley (2009); Chen and Tseng
(2010); Taglioni et al (2011); Kim (2012); Buil et al (2013);
Saydan (2013); Welch (2014); Spielmann (2014); Nguyen Viet
Bang (2015); Nguyễn Tiến Dũng (2017); Le Thanh Tam et al
(2017); Pham Thi Minh Ly (2014); Nguyen Truong Son and
Tran Trung Vinh (2011); Hoang Thi Phuong Thao et al (2010).

5

Brand impression

Kim and Kim (2004).

6

Product's
benefits

functional Vazquez et al (2002); Kocak et al (2007)

7

Product’s
benefits

symbolic Vazquez et al (2002); Kocak et al (2007)

8

Brand
name's Vazquez et al (2002); Kocak et al (2007); Burmann et al
functional benefits
(2009)

9

Brand's
benefits

10

Brand identity

Netemeyer
(2009)

11

Product differences

Spielmann (2014)

12

Price

Orth et al (2005)

13

Social benefits

Orth et al (2005)

14

Emation

Orth et al (2005)

15

Environmental
benefits

Orth et al (2005)

16

Personal image

Morrison and Eastburn (2006)

17

Attraction

Morrison and Eastburn (2006)

18

Relevant brand

Shankar et al (2008)

capacity, responsibility, empathy).
Aaker (1991, 55) defines that “brand loyalty is the measure of attachment that
a consumer has towards a brand. It reflects how likely a consumer will switch from that
brand to another brand, especially when that brand makes a change in price or product
features”. Five levels of brand loyalty are non-loyal buyers, the buyer with no reason to
change, the loyal buyer with switching cost, the buyer likes the brand, and committed buyer.
2.2.2. Empirical research model on CBBE

Table 2.3: List of empirical studies on the factors affecting CBBE
No.
1

2

3

Factors
Brand awareness

Brand associations

Perceived quality

Author/Year
Yoo et al (2000); Yoo and Donthu (2001); Washburn and
Plank (2002); Kim and Kim (2004); Pappu et al (2005);
Atilgan et al (2005); Villarejo-Ramos and SanchezFranco
(2005); Tregear và Gorton (2005); Duhan et al (2006); Buil et
al (2008); Kim et al (2008); Atilgan et al (2009); Chen and
Tseng (2010); Buil et al (2013); Saydan (2013) Welch (2014);
Spielmann (2014); Nguyen Viet Bang (2015); Nguyen Tien
Dung (2017); Le Thanh Tam et al (2017); Pham Thi Minh Ly
(2014) Tho and Trang (2011); Nguyen Truong Son and Tran
Trung Vinh (2011); Hoang Thi Phuong Thao et al (2010).
Yoo et al (2000); Chen (2001); Yoo and Donthu (2001);
Washburn and Plank (2002); Pappu et al (2005); Atilgan et al
(2005); Villarejo-Ramos and SanchezFranco (2005); Tregear
và Gorton (2005); Buil et al (2008); Atilgan et al (2009); Tong

and Hawley (2009); Chen and Tseng (2010); Taglioni et al
(2011); Buil et al (2013); Saydan (2013); Welch (2014);
Spielmann (2014); Nguyen Viet Bang (2015); Nguyen Tien
Dung (2017); Le Thanh Tam et al (2017); Pham Thi Minh Ly
(2014); Nguyen Truong Son and Tran Trung Vinh (2011).
Kamakura and Russell (1993); Yoo et al (2000); Yoo and

symbolic Vazquez et al (2002); Kocak et al (2007)
et

al

(2004);

Burmann

et

al


10

9

19

Trust

Kim

(2009)

et

20

Satisfaction

Kim et al (2008)

al

(2008);

Burmann

et

Lifestyle

al
Perceived quality

21

Brand trust

(Aaker, 1991; Yoo et al, 2001;

H7

H11c

Pappu et al, 2005; Lassar et al,

Atilgan et al (2009)

H11d

1995)
Brand awareness

22

Information

Dopico et al (2009)

23

Perceived risk

Dopico et al (2009); Kim (2012)

24

Committed
relationship

Kim et al (2008)

25

Brand empathy

Burmann et al (2009)

26

Perceived value

Kim (2012)

27

Origin

Kim (2012)

(Aaker, 1991; Yoo et al, 2001;

H11a

Buil et al, 2008)

H3

H1
H11b
Brand equity of

H8

pottery craft village
collective brand

28
29

Loyalty
origin

to

H6

H10

(Yoo et al, 2001)

H2

Brand associations
(Aaker,1991; Keller,2013;

product Spielmann (2014)

Perception
authenticity

H5

of Spielmann (2014)

Lassar et al,1995; Buil et al,

Brand loyalty

2008; Xiao Tong et al, 2009)

(Aaker, 1991; Yoo et al, 2001;
Keller, 2013; Xiao Tong et al,

H9

30

Perceived security

Nguyen Viet Bang (2015)

31

Brand strength

Le Thanh Tam et al (2017)

32

Brand passion

Thọ and Trang (2011)

33

Brand image

Hoang Thi Phuong Thao et al (2010)
Source: Data of the author

2.3. Building models, scales, and preliminary hypotheses
Models, scales, and preliminary hypotheses of the study are shown in the following figure:

2009)

H4

Gender, age,
income


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CHAPTER 3: METHODOLOGIES
3.1. Methodologies of the thesis

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Table 3.2: SWOT Matrix for the current situation of northern pottery craft villages
Strengths (S)

Weaknesses (W)

3.1.1. Data collection method
3.1.1.1. Methods of collecting secondary data

S1: Special clay material for unique W1: Raw materials are gradually scarce
products

W2: Most of the kilns are of poor quality

research topic and the current situation as well as the research context of the thesis.

S2: Large rive system

W3: Unsafe products (contain lead, toxic

3.1.1.2. Methods of collecting primary data

S3:

With secondary data, the author uses desk research to get an overall picture about the

-

Qualitative research

To collect primary data, the author uses two methods: in-depth interview (personal

Pottery

products

with

cultural chemicals)

significance

W4: Most of the product are counterfeited

S4: Artistic and limited products

W5: Distribution channels are narrow

interview) with customers of northern pottery craft village brands and group interviews
with experts. As a result of these methods, the author builds the model, hypothesis, and
scales measuring research concepts for the thesis.
-

S5: Brand associated with the places W6: Few markets are selling high-quality
which are familiar with the consumers
products

Quantitative research

W7: Unstandardized prices

With the quantitative data, the author uses the interview survey method. As a result of

W8: The tools used to promote the craft villages

this method, the author has data and scientific evidence analyzed from a large number of

are mostly not updated

customers. These data bring the author to the scientific conclusions and necessary

W9: There are few people who know the

governance implications.

collective brand of the craft villages

3.1.2. Methods of processing data

W10: Craft village association members are not

3.1.2.1. Methods of processing qualitative data

aware of collective brand

The data collected after qualitative research are reviews, opinions, statements, and
comments from research subjects. These data are recorded, stored, and encoded in the

W11: There is no museum to display or keep the

computer, then converted into writings and analyzed to make the most general conclusions

products

from qualitative research subjects.

W12: Lack of young and skilled human

3.1.2.2. Methods of processing quantitative data

resources

Quantitative data is processed by 02 steps:

Opportunities (O)

Threats (T)

O1: Increasingly high market demand

T1:

Step 1: Collect and prepare data
Competition

becomes

fierce

-

Interview with survey questionnaires.

-

Data classification, encryption, data entry.

O2: More attention from the state

domestically and internationally

-

Data cleaning.

O3: Economic integration, open market

T2: There are few supportive policies

Step 2: Data analysis

both

T3: Infrastructure is still poor

Based on data processing standards developed by the scientists for each test

Source: Data collected by the author

(Cronbach's Alpha, EFA, CFA, SEM), the author conducts the data analysis and evaluation
for each specific case.
3.2. Current situation of trademark protection for rural products in Vietnam

3.3. Qualitative research
Two methods including expert interview and personal interview are used with an available
discussion outline which is open enough to exploit effectively all aspects. The results of


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expert interview are as below:

Lifestyle,
age

Firstly, the research concepts receive a high consensus of 08 experts. However, 01
among 08 experts finds no difference between the two variables which are brand awareness
and brand association. The author appreciates this opinion and shall conduct further
research.
Secondly, the relationship between the independent variables and dependent variables

H7

Thirdly, the scales measuring research concepts are built with the combination
between the original scale of Aaker, 1991, and empirical studies in the world. The scales
receiving the consensus of most experts are brand awareness, brand loyalty, and customerbased brand equity. However, the scales of some research variables are adjusted to suit the
research context. The combination of opinions from 08 experts and 09 individual customers
(presented in Section 3.2.3) brings the author to a unified opinion shown by the calibrated
scales in Table 3.2.
Fourthly, the group of experts also considers and gives comments on forward
translation and back translation of the scales measuring research concepts.

Fifthly, the combination between the theory (Orth et al. (2005)) and the analysis of
expert interviews brings the author to the conclusion that lifestyle definitely can moderate
the relationship between brand awareness, brand association, perceived quality, brand
loyalty, and collective brand equity of pottery craft village. The scale of Lifestyle is used by
Google consumer segmentation [99], the author also finds that these scales are reasonable
and covers the scales of Orth et al (2005).
Most of the experts agree that Age can moderate the relationship between independent
variables and dependent variable in the author's research model. In fact, many studies have
pointed out such role of Age - Raziq et al. (2017), Nguyen Quang Dung (2019), etc. The
author shall put this relationship in the model for testing.
Sixthly, the demographic variables have different impacts on the relationships of
factors affecting CBBE. The author notices this and shall use quantitative data to evaluate
the quality of the scale and test the relationship. To check the clarity of texts (easy to read,
easy to understand, easy to evaluate) to ensure the customers understand correctly the
meaning of the question, the author conducts a personal interview. The results of all
methods above lead the author to the official model, hypotheses, and scales for the thesis.

H11c

(Aaker, 1991; Yoo et al, 2001;

H12c

Pappu et al, 2005; Lassar et al,

H11d
H12d

1995)
Brand awareness

(Aaker, 1991; Yoo et al, 2001;

H11a

Buil et al, 2008)

H1

is tested. All of 08 experts find a positive relationship between brand awareness, brand
association, perceived quality, brand loyalty, and customer-based brand equity. The
relationship among the factors including brand awareness, brand association, and brand
loyalty proposed by the author is also agreed by all of 08 experts.

Perceived quality

H12a

H3
H11b
H12d

H8

Brand equity of
pottery craft village

H6

inco

H5

collective brand
(Yoo et al, 2001)

H2

Brand associations
(Aaker,1991; Keller,2013;
Lassar et al,1995; Buil et al,

Brand loyalty

2008; Xiao Tong et al, 2009)

(Aaker, 1991; Yoo et al, 2001;

H9

Keller, 2013; Xiao Tong et al,
2009)

Gender,
H4

income


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CHAPTER 4: STUDY RESULTS
4.1. Preliminary quantitative research results
With the collected samples accounting for 25% (250) of total official samples, the

61.193% of the data variation. Thus, there is a total of 29 observed variables creating 5

author has 210 useful answer sheets. Cronbach's Alpha test results show that the variable

convergent validity, uniqueness, discriminant validity) is conducted and all factors meet the

PQ6 is dissatisfied and should be removed. In EFA test, BAS6 has factor loading <0.5, thus

requirements.

BAS6 is excluded from the group of observed variables explaining the research concepts.

4.2.3. Testing model and hypotheses of the thesis

factors, which are eligible for CFA analysis.
CFA analysis (to test the conformity of model, assess scale reliability, test

After removing dissatisfied observed variables, 05 factors are extracted. These five factors

Results of testing model and hypotheses of the thesis

explain 64,171% of the total variance of the observed variables. The remaining observed
variables which explain perfectly the research concepts will be moved to the next step.
4.2. Official quantitative research results

4.2.1. Sample statistical result
The number of customers in each craft village is approximately the same. 64% of the
interviewees are female, it indicates that the majority of people buying pottery products are
women. This result is understandable as pottery products meet the great needs of women,
such as decorating, containing, belief, etc. In terms of age, the largest number of customers
is the group of 26-35 years old (276 persons, accounting for 32.1%). Another group of age
having a quite large number of customers is 36 - 60 years old, accounting for 26.2% of the
interviewees. The group of customers over 60 years old, accounting for 22.3% of the
interviewee is also interested in buying pottery products. The reason for this interest is that
pottery products meet the needs of this age group such as beliefs, rituals, decoration, or
containing. They are also popular purposes the pottery products serve. The age group of 18 25 years has the least number of customers (167 persons, accounting for 19.4%). Young
The results indicates that the model conforms with the research data as Chi-square/df=

people have more interest and access to modern products instead of pottery due to the
traditional characteristics of pottery products. In terms of average income, most of the

1.583 (< 2) ; TLI, CFI, GFI >0.9; RMSEA= 0.026 (<0.08).
SEM analysis results:

customers have income from 5 to less than 10 million VND which is the basic living
standard of Vietnamese people. The percentages of the customer groups with income above
20 million VND and less than 5 million are low (13% and 16% respectively). This indicates
that the income of Vietnamese people is distributed quite evenly, and the most popular

Correlation relationship
between the factors

Estimate

S.E.

C.R.

P

Standardized

income level is from 5 million to 20 million VND. Having an interest in new technology is

PQ

<---

BAW

0.111

0.043

2.583

0.010

0.104

the lifestyle that most interviewees choose to answer (275 persons, accounting for 32.0%).

BAS

<---

BAW

0.139

0.040

3.484

0.000

0.138

The remaining lifestyle groups with a relatively equal number of interviewees are music and

BAS

<---

PQ

0.112

0.036

3.060

0.002

0.118

art (accounting for 24.5%), sports (22%), watching television, listening to the news on the

BL

<---

BAW

0.126

0.045

2.831

0.005

0.112

radio (21.5%).

BL

<---

BAS

0.146

0.043

3.403

0.000

0.131

4.2.2. Results of testing scales

BL

<---

PQ

0.135

0.041

3.316

0.000

0.129

Cronbach's Alpha test results show that the observed variables are satisfied. EFA

CBBE

<---

BAW

0.221

0.039

5.724

0.000

0.221

results remove BL3 which has factor loading less than 0.5. Five groups of factors explain

CBBE

<---

BAS

0.210

0.037

5.654

0.000

0.212

17

18

CBBE

<---

PQ

0.174

0.035

4.939

0.000

0.186

positively influences CBBE factor the most strongly in group Like new technology (0.452);

CBBE

<---

BL

0.156

0.033

4.699

0.000

0.175

the second strongest influence is from group Like music and art (0.321); followed by the

Then the author test again the reliability of the model with Bootstrap by repeated
sampling with the size N = 3000. The estimated results show the appearance of bias and

group Like watching television, listen to news on the radio (0.202); the weakest influence is
from the group Like sports (0.109)

standard error of bias (SE-Bias) between bootstrap estimates and the optimal estimates of

Age moderates the relationship between BAW and CBBE. In which, BAW factor

the study, but it is insignificant. This indicates that the estimates in this study are reliable.

positively influences CBBE factor the most strongly in group Over 60 years old (0.549); the

Specifically, the absolute value CR <= 2, so the bias is very small. Thus, it is concluded that

second strongest influence is from group 36-60 years old (0.284); followed by the group 26-

the estimates in the model are reliable.

35 years-old (0.263); the weakest influence is from the group 18-25 years old (0.110)

4.2.3. Testing the influence of control variables (gender, income) on pottery craft village
collective brand equity

positively influences CBBE factor the most strongly in group Over 60 years old (0.452); the

Result of testing the influence of control variables

CBBE <---

CBBE <---

Gender

Age regulates the relationship between BAS and CBBE. In which, BAS factor

Female

second strongest influence is from group 26-35 years old (0.314); followed by the group 36-

Mean

Std Deviation

3.58

1.02

p
0.003

60 years old (0.232); the weakest influence is from the group 18-25 years old (0.154)
Age regulates the relationship between PQ and CBBE. In which, factor PQ positively

Male

3.77

0.95

Below 5 million VND

3.71

0.99

strongest influence is from group 26-35 years old (0.266); followed by the group 36-60

From 5 to 10 million VND

3.64

0.99

years old (0.207); the weakest influence is from the group Over 60 years old (0.135)

3.69

0.94

Income From 10 to 15 million VND

0.428

influences CBBE factor the most strongly in group 18-25 years old (0.472); the second

Age regulates the relationship between BL and CBBE. In which, BL factor positively

From 15 to 20 million VND

3.62

1.05

influences CBBE factor the most strongly in group 18-25 years old (0.522); the second

Over 20 million VND

3.57

1.05

strongest influence is from group 26-35 years old (0.305); followed by the group 36-60

Thus, the analysis results show that there are differences in the mean of CBBE
between males and females (p<0.05). Mean of CBBE in the male group (3.77) is higher
than the female group (3.58). In addition, there is no difference in mean of CBBE among

groups of income (p>0.05).
4.2.4. Testing the influence of moderating variables (lifestyle, age)

years old (0.201); the weakest influence is from the group Over 60 years old (0.111).
CHAPTER 5: COMMENTS AND RECOMMENDATIONS
5.1. Summary of study results and discussion
Firstly, the first 02 questions of the thesis are answered, including: What are the
factors influencing pottery craft village brand equity? And how is the influence?

The author conducts a multi-group structure analysis to test the research model with

Results: Brand awareness has the strongest impact on the collective brand equity of pottery

moderating groups by 02 models: invariant model and (partial) variant model. The result is

craft village (with impact coefficient = 0.22), followed by brand association (0.21);

that hypotheses H11c and H11d are disproved, H11a, H11b, H12a, H12b, H12c, H12d are

followed by perceived quality (0.17) and brand loyalty (0.16).

accepted. Specifically:
Lifestyle moderates the relationship between BAW and CBBE. In which, BAW

Besides, brand awareness affects brand loyalty (0.13), affects brand association
(0.14), and perceived quality (0.11). Perceived quality affects brand association (0.11),

factor positively influences CBBE factor the most strongly in group Like watching

affects brand loyalty (0.15). Brand association affects brand loyalty (0.14).

television, listening to news on the radio (0.518); the second strongest influence is from

Similarities with the author's research:

group Like sports (0.330); followed by the group Like music and art (0.299); the weakest
influence is from the group Like new technology (0.173)
Lifestyle moderates the relationship between BAS and CBBE. In which, BAS factor

Most researches in the world and Vietnam confirm the relationship between BAW,
BAS, PQ, BL and CBBE: Yoo et al (2000); Yoo and Donthu (2001); Pappu et al (2005);
Buil et al (2013); Nguyen Viet Bang (2015); Nguyen Tien Dung (2017); Kim and Kim
(2004); Tho and Trang (2011), etc.


19

Differences from the author's research:

20

Group of solutions to improve brand awareness of pottery craft villages.

The results of the study once again confirm that there are differences between the

According to the survey results, brand awareness is the factor that has the strongest

two concepts of brand awareness and brand association (two variables have been measured

impact on brand equity of pottery craft villages (with an impact coefficient of 0.22).

by independent scales) which is similar to the results of Washburn et al (2002 ) or Pappu et

Therefore, we need to take strong measures to improve collective brand awareness of

al (2005) or Buil et al (2008) and different from that of Yoo et al (2000, 2001). Meanwhile,

pottery craft villages. The results show that the weakest scale is BAW4 which is the

Yoo et al (2000, 2001) combined two variables of brand awareness and brand association

collective brand of X pottery village is mentioned by many people when they need pottery

into one and measured by a common scale. In addition, the impact level of these factors on

products. However, the surveyed objects have many very different opinions about this

CBBE is very different in different studies. This can be explained by the different research

observed variable. Therefore, manufacturers, as well as collective brand managers of pottery

contexts of each study.

craft villages, need to focus on increasing the influence of this scale. The measures that

Secondly, the third question of the thesis is answered: Is there a moderating of the

manufacturers need to take is to help the pottery craft village brands make more marks and

variables age and lifestyle to the relationship between brand awareness, brand

impression in the customer’s mind so that they can remember and find the products when

association, perceived quality, brand loyalty and CBBE?

needed. The name, logo, and brand identification marks should be strongly communicated

The multi-group analysis leads the author to the result that the hypotheses H11c,
H11d are disproved, the remaining hypotheses H11a, H11b, H12a, H12b, H12c, H12d are
accepted.
The study of Orth et al. (2005) confirms that lifestyle moderates the relationship
between perceived quality and brand equity. However, the author's study results indicate
that lifestyle only moderate the relationships between brand awareness and brand equity,

to the consumers by the means such as:
-

Maximally utilize the media: To increase brand awareness, the craft village brands

should appear as much as possible in front of their target customers groups. It is necessary
to have specific researches on the means usually used by target customers to establish
appropriate approaches.
-

Add the brands to local search keywords: Many customers have the habit of

between brand association and brand equity. The levels of moderating vary by each group

searching pottery products with keywords related to the location of the products. Therefore

of lifestyle. Another new point the thesis has found is that age moderates all 04

a database, website, and search engine related to the pottery craft villages are very

relationships: between brand awareness and brand equity, brand associations and brand

important.

equity, perceived quality and brand equity, brand loyalty and brand equity. The levels of

-

Investing in SEO: In addition to database, website, and search engine related to the

moderating vary by different groups of age.

craft villages, investing in the keywords to help brands of the craft villages to appear in the

5.2. Some proposals and recommendations

first rank of customer’s search is also essential. Good brand awareness means that the craft

5.2.1. Some proposals for manufacturers and collective brand managers of pottery craft

village keywords are the first keyword appearing in the search engines. It is common for

villages

customers to use Google to find the products they need. The keywords about craft villages

5.2.1.1. Group of solution based on secondary data

or any issue customers often encounter with pottery products should be valued keywords to

Based on the current status of secondary data of the thesis (Table 1.1: SWOT Matrix
for current situation of northern pottery craft villages - Section 1.1), the author proposes

increase brand awareness.
-

As information technology develops strongly, promoting a brand through social

some recommendations on products, prices, distribution channels, promotion-mix

networks has also achieved certain effects. The fan-pages sharing information about pottery

5.2.1.2. Group of solution based on primary data

products of different craft villages are also the places to reach the customers effectively.

Analysis results show that there is a difference in mean of CBBE between males and

-

As brand awareness is the strongest factor affecting brand equity, craft village

females. In which, the mean of CBBE in the male group (3.77) is higher than that of the

collective brand managers should work closely with the businesses and handicraft

female group (3.58). Thus, male customers will need to be paid more attention in

households to utilize the marketing tools such as advertising, brand promotion, creating

communication programs on pottery craft village collective brand.

distinctive features as well as recognizable and memorable features for the collective brand


21

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through images, colors, and symbols.

buy the goods without going to the craft villages. Thus, the pottery craft villages not only sell

Thus, the measures to improve brand awareness should focus on the group of men over 60

the products by traditional retail methods but also focus on e-commerce. The customers can

years old who have a lifestyle to watch television. In addition, more attention should be paid

order directly through the website, etc. The policies on consumer benefits need to be announced

to a group of men like sports in the age of 36-60 years old.

widely: on the website, at craft village associations, at shops and galleries of selling and

Group of solutions to improve brand associations of pottery craft villages

introducing products, etc. There are also many counterfeit products, so the brand stamp, origin

-

For pottery village collective brand, the brand association is the second strongest

factor affecting the brand equity, therefore, the measures to improve brand association

traceability stamp should be attached to the product to ensure that the fine art pottery products
reaching the customers' hands are genuine.

should be considered carefully. The results show that the weakest scale of brand association

Thus, the solutions to improve brand association of the pottery villages should focus on

is " X pottery brand makes me think of Vietnam as the country of origin". However, the

the group of men having an interest in technology in the age group of over 60 years old,

surveyed objects have many different opinions on this observed variable. Therefore,
manufacturers and collective brand managers of the craft villages need to focus on
increasing the influence of this scale.
-

It is necessary to show and promote the unique and distinctive features (BAS2, BAS3,

BAS7, BAS8, BAS9) which build the brands such as unique glaze, the delicate and sharp
patterns on the product with traditional style, etc. Among these features, the glaze and
traditional patterns play a key role in creating brand associations of the craft villages. As

each craft village has a unique recipe for their ceramic glazes, this helps the customers to be
proactive in buying the right type of pottery they want and prevent buying counterfeit
goods. In addition, experienced craftsmen with their skillful hands have created the designs

followed by the group of men having an interest in music and art in the age group of 26-35
years old.
Group of solutions to improve perceived quality
Product quality has the third strongest impact on the collective brand equity of the
northern pottery villages. The results indicate that the weakest scale of perceived quality is
"X pottery brand provides the quality products that meet customer expectations". However,
surveyed objects have quite similar comments about this observed variable. The
manufacturers as well as craft village collective brand managers should focus on
strengthening the impact of this scale by promoting customer research activities, especially
the research on customer needs and expectations.
- Fine-art pottery products should be guaranteed by uniform quality (PQ3) without

and carved the decorative patterns to create the products with unique characteristics of each

defect, crack and mistake when reaching the consumers. In use, it is also necessary to ensure

different craft village.

that the handicraft products of craft village brand are not defective or damaged (PQ4). High

Complete product development (BAS1) The needs of customers in each area also

durability (PQ5) is also one of the criteria for quality evaluation and highly appreciated by

need to be carefully studied and controlled to constantly change and create suitable products

the customers. Thereby, technological improvement should be made to improve product

for the customers' needs to be always satisfied.

quality.

-

Diversify the products to better serve the growing needs of customers by conducting

- Aesthetic: The patterns, colors, sizes, fashion (PQ7), etc. of the fine-art pottery

more investigation and research of customer needs in different segments (gender,

products need to be presented harmoniously and attractively. To do so, there is a need for

occupation, income, etc.). However, it is also necessary to combine product diversification

more official and serious studies on customer needs.

-

with developing target markets and work closely with businesses of each craft village.
-

Competitive price (BAS5) Customers have a high association with the prices of

To ensure the above quality, it is essential to ensure 02 issues which are technology and
human resources.

competing brands, the comparison between the money they spend and the benefits they get

- Most of the individuals, households and enterprises of the craft village still use old

from the product (including visible and invisible benefits). Fine art pottery requires more

technologies such as traditional kilns; grass, straw or firewood used as the main fuels which

time, delication, skillfulness, meticulousness, technique and aesthetics converged into the

cause environmental pollution, burning the kilns manually. Many works should have been

products, thereby the cost is high. This concept shall be recognized by the customers.

mechanized, such as soil processing and shaping, to save money and manpower and create

- Express the concern about the benefits of customers (BAS4): Nowadays, when

high uniformity. Gas or oil kilns can provide a stable, controllable temperature as the desire

information technology develops strongly, the consumers have more convenient methods to

of the manufacturers. This issue is important as we know, that temperature is one of the key


23

24

factors for high quality and durable products.

- The aesthetics and attractiveness of fine art pottery products depend on the skillful

Thus, the solutions to improve brand loyalty should focus on the group of men aged
18-25 years old. This shall bring the strongest influence on the relationship between BL and

artisans. Currently, the colorful patterns are hand-painted by the craft village artisans.

CBBE.

Therefore, it is necessary to focus on improving the quality of human resources. Learning

5.2.2. Some macro recommendations
- To strengthen the state's role in enhancing trade promotion activities, facilitate and
create opportunities for the craft village associations to organize fairs and exhibitions

and application of modern knowledge must be improved, and at the same time, the
traditional features of each product and each artisan must be maintained.
- Besides, it is also necessary to have studies on customers' needs to improve the design
of pottery products.
- The safety of each fine art pottery product must be enhanced (PQ2). The safe pottery
products are with a safe glaze that is free of lead, cadmidium and other harmful chemicals.
The products should be safe even in microwaves, dishwashers, under dramatic change of
temperatures from hot to cold and vice versa.
Thus, the solutions to improve perceived quality should focus on the group of men aged 1825 years old, followed by 26 - 35 years old, and finally the group over 60 years old.
Group of solutions to improve brand loyalty of pottery craft villages
In a circumstance where there are too many competing brands and the customers have
so many choices, the loyalty of customers will be very weak. Therefore, the survey results
show that customer loyalty has the weakest impact on collective brand equity of the
northern pottery villages. It is time for manufacturers and the craft village brand manager to
pay more attention than ever to improve brand loyalty.

The results indicate that the weakest scale of brand loyalty is "I consider myself as a
loyal customer of X pottery brand" and "I would not buy any other brand if the product of X
pottery brand is available at the shops". However, surveyed objects have quite similar
comments on this observed variable. Manufacturers, as well as the collective brand
managers of the craft villages, should focus on increasing the impact of this scale by the
following methods:
- Firstly, improve the brand association and perceived quality to increase brand
loyalty.
- Build the customer’s pride of using fine-art pottery products of the craft village

separately for the craft villages.
- Take strong measures to protect industrial property, improve the effectiveness of law
on intellectual property and market management to reduce the situation of fake pottery
products, counterfeit products with poor quality which affect the image of the craft village
brands.
-

In addition, the financial assistance or supportive policies from the government is the

concerns of many businesses and individuals in the craft villages. Appropriate loan
mechanisms for the businesses of the craft villages will greatly contribute to the
development of pottery in traditional craft villages.
5.3. Limitations and directions for future researches
5.3.1. Limitations of the thesis
Firstly, official research samples of the author are selected by random sampling with
the customers who buy and use 04 craft village brands. However, if a sampling frame and
stepping sampling are applied, study results can be more accurate.
Secondly, this study is only limited to the survey with 04 collective brands of pottery
village in the northern provinces. The results will be more accurate if the study scope is
expanded.

Thirdly, in fact, in the research overview about CBBE, there are many different
theoretical schools, different proposals of factors that can affect CBBE such as uniqueness,
brand trust, brand personality, brand emotion, etc. which have not been reviewed
specifically in this study.
5.3.2. Directions for future researches
- There are many factors about the collective characteristics of the craft villages that
can moderate the impact level of the independent variables on the dependent variable which

brands, emphasizes the Vietnamese cultural features in each product of pottery craft village

is craft village collective brand equity. Therewith, future studies can exploit these factors.

for the consumers to consider themselves as loyal customers of the brand (BL1) and not buy

- Future researches can expand the study scope to other craft villages and other
products to assess the influence of these factors on customer-based brand equity.

any other brand if the product of X pottery brand is available at the shops (BL2), to really
love the craft village brand (BL4) and the pottery craft village brands will be the first choice
when there is a demand for handicraft pottery product (BL5), to introduce the craft village
brand to friends (BL6), etc. To do so, the brand must provide high quality and values to
convince the customers.

-

Future researches can clarify the influence of factors from other exclusive brand

equity such as patents, channel relationships, etc. of the craft village brand in the model of
Aaker (1991) on brand equity.

25