Summary of doctoral thesis business administration the impact of consumer perception toward corporate social marketing on multi dimensions of brand equity the case of milk products in vietnam

MINISTRY OF EDUCATION AND TRAINING
UNIVERSITY OF ECONOMICS HO CHI MINH CITY

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Nguyen Anh Tuan

THE IMPACT OF CONSUMER PERCEPTION
TOWARD CORPORATE SOCIAL MARKETING
ON MULTI-DIMENSIONS OF BRAND EQUITY:
THE CASE OF MILK PRODUCTS IN VIETNAM

Major: Business Administration
Code: 9340101

SUMMARY OF DOCTORAL THESIS

Ho Chi Minh City – 2020


The thesis was completed in University of Economics Ho Chi Minh
City
Tutor: Asso. Prof. Ph.D. Vo Thi Quy
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CHAPTER 1. OVERALL INTRODUCTION
1.1. Research Context and issue statement
The trend towards green and/or sustainable consumption places a
requirement for marketing (companies) to not only bring satisfaction to
customers, maximize profits (Levitt, 1960), but also be proactive responsible
for social causes / issues (Crane and Desmond, 2002; Maignan and Ferrell,
2001, 2004); marketing must contribute to the formation of sustainable social
behavior (Gordon et al., 2011; Emery, 2012), actively support sustainable
economic development and achieving sustainability in the marketplace (Hunt,
2011; Martin and Schouten, 2012). That is, companies must actively apply a
sustainable marketing form such as corporate social marketing (CSM)
(Gordon et al., 2011; Martin and Schouten, 2012; Emery, 2012).
CSM is based on the economic, ethical, philanthropic responsibilities of
both companies and marketers in implementing responsibility for social issues
(Kotler and Lee 2005a; Kotler, 2009, 2011). CSM affects perceptions and
behaviors of target audiences (communities, suppliers, consumers, ...),
thereby forming sustainable social behaviors, creating benefits not only for
society but also for companies (Kotler et al, 2002; Kotler and Lee, 2005a,
2008; Gordon et al., 2011; Lefebvre, 2012; Emery, 2012).
The dairy industry has made important contributions to the economy,
sustainable economic development, and human nutrition and health (FAO).
The achievements in consumption and production of the Vietnamese dairy
industry have been achieved over the past time, showing the positive moves
of consumers; the companies's investment and efforts in branding, asserting
its position in the market (StoxPlus, 2018; VIRAC, 2019; VDA, 2019, 2020).
To ensure success and effectiveness in branding, it is necessary to have a
clear understanding of brand equity (Keller and Lehmann, 2006), how to
measure and manage consumer-based brand equity ( CBBE) (Kapferer, 2008;
Kartono and Rao, 2009a; Nguyen Dinh Tho and Nguyen Thi Mai Trang,

2011); how to evaluate sources (marketing) affecting on CBBE creation
(Aaker, 1991, 1996; Keller, 1993, 2008; Hsieh, 2004; Anderson, 2011).

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Many authors have examined the relationship of marketing mix on CBBE
dimensions (eg, Yoo et al., 2000; Ramos and Franco, 2005; Tong and Hawley,
2009b; Kim and Huyn, 2011; Nguyen et al, 2011; Buil et al., 2013; Shariq,
2018;…). However, in the dairy industry in Vietnam, there is still a lack of
empericals about CBBE; about the relationships among marketing activities
– especially CSM – impact on CBBE creation.
Case study of Hoeffler and Keller (2002) showed that CSM has a positive
effect on brand equity. On the other hand, CSM is characterized by influences
on individual perception and behavior (Kotler and Lee, 2008; Lefebvre, 2012;
Kotler et al, 2012); applied more and more popularly (Drumwright and
Murphy, 2001; Andreasen, 2002; Truong and Hall, 2013, 2016); but CSM has
not been investigated from a consumers’s perception (Bloom et al., 2006;
Inoue and Kent, 2014; Deshpande, 2016).
From the above premises, it is necessary to conduct empirical research to
investigates the relationships between CSM impact on CBBE dimensions, on
behavioural intention toward milk brand, based on consumers' response, in
the case of milk products in Vietnam.
1.2. Research Objectives
The specific research objectives are as follow:
The first, To Explore consumer perception of CSM, the case of milk
products in Vietnam market.
The second, To Measure the relationship impact of CSM (perceived CSM)
on CBBE dimensions, the case of milk products in the Vietnamese market.
The thesis also includes the added objective of measuring the dimensions

of CBBE; and the inter-relationships among the dimensions of this CBBE.
The third, To Measure and evaluate the importance of CSM - compared to
advertising and distribution intensity - in the impact relationships on CBBE
dimensions, the case of milk products in the Vietnamese market.
The fourth, To test the factors (gender, location, income, age, types of
milk, original of milk brands) on the relationships that affect CBBE
dimensions. From there, to evaluate the stability of the research model and
propose managerial implications.
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1.3. Research subjects and scope
The research subject is the consumers’s response (awareness, attitudes and
behavioural intention) in the impact of marketing activities (CSM,
advertising, and distribution intensity) on CBBE multi-dimensions.
Respondents: senior researchers, practical experts in the field of marketing
or branding; Consumers are individuals (over 18 years old, who directly and
regularly purchase/use powdered milk and/or fresh milk brands from dairy
companies in Vietnam). This study focuses on surveying consumers who are
living and working in two big cities in Vietnam (Ho Chi Minh and Hanoi), in
the period of 2018 - 2019.
The thesis will focus on the perspective of Cognitive Consumer Behavior
to investigate the relationships between elements marketing impact on CBBE
creation.
1.4. Methods of studying
The author will use the mixed method: combination of qualitative research
(indepth-interviews with experts, focus group discussions with consumers),
and preliminary and formal quantitative research (face to face interviews with
respondents).
Data were analyzed using structural equation modelling (SEM) to test the

influences of different marketing activities on multi-dimensions of CBBE.
The multi-group analysis method was used to evaluate invariance and stability
of the model.
1.5. Contribution of research in theory and practical implications
Explore and investigate the consumers’ perception of CSM. The thesis has
built a new scale of the Perceived CSM construct (4 items), and tested the
Brand trust scale for the first time in the dairy industry in Vietnam market.
The remaining scales are adjusted to suit the market and context of the study.
Examning and investigating the relationship of positive effects of CSM
(perceived CSM) on multi-dimensions of CBBE (the case of milk products in
the Vietnamese market). This is also the first emperical study to focus on the
relationships between CSM and CBBE dimensions.

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Furthermore, the results also show that CBBE (milk products in the
Vietnamese market) includes 5 dimensions and there is a positive interrelationship among these CBBE dimensions. The results contribute
significantly to domestic and international researchers and practicers on
CBBE and CSM, consumer behavior (in general).
Confirming the role and importance of CSM (compared to other traditional
marketing tools such as advertising and distribution intensity) in an
transitional/emerging economy for building a trong milk brand. CSM is an
effective mean not only in CBBE creation but also in bringing benefits and
values to society, towards sustainable development.
Previous studies on the impact of marketing on CBBE have only been
based on Cognitive Psychology Perspective or Cognitive Approach. The
study is based on the perspective of Cognitive Consumer Behavior, namely
applying the TPB model (Ajzen, 1985, 1991, 2019). The results show that
marketing activities are both the source of CBBE, and also a positive factor

to the perception, attitude and behavior of consumers towards the milk brands.
The thesis has enriched the literature of CSM (specifically, consumers’s
perception toward CSM), brand equity or CBBE, and the method of
measuring CBBE. This study provides valuable applications to assist
managers and marketers in measuring and managing CBBE, in strategic
planning and building marketing programs/campaigns, that should be applied
priority CSM for its efficency and relevance to green consumption and
sustainable consumption trends. In addition, advertising agencies, market
research, marketing / branding consultants, and companies in consumer goods
such as food and nutrition can also consider using the findings in this study.
depending on the purpose of usage.
CHAPTER 2. LITERATURE REVIEW AND RESEARCH MODEL
2.1. Literature review
Market/Customer Orientation and Sustainable Marketing are indications
for authors to focus on consumer behavioral psychology, in a context in which
green and/or sustainable consumption is a clear trend; companies aiming to

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adopt sustainable marketing activities such as CSM; and an important theme
in marketing is branding, emerging as the concept of brand equity and CBBE.
2.1.1. Prescriptive Cognitive Consumer Behavior models
Theory Reasoned Action (TRA)
The TRA Model (Fishbein and Ajzen, 1975) argues that the attitude
towards the behaviour and the subjective norms are two basic groups of
factors that forming individual behavioural intention and actual behaviour.
Subjective norms elements belong to individual perception and influenced by
society; attitude towards the behaviour as elements belonging to the impact
from the object (Bray, 2008).

Theory Planned Behavior (TPB)
In the TPB model (Ajzen (1985, 1991, 2019), behavioural intention is
controlled by three groups of factors: attitude towards behavior, subjective
norms and perceived behavioural control; Actual behavior, stems from
behavioral intention, but is regulated to a certain extent by variables of
perceived behavioural control (Ajzen, 1991, 2019). In an attempt to improve
behavioral predictability in In specific contexts, the TPB model is
continuously adjusted by Ajzen ( 2011, 2019), namely, cognitive variables
that control behavior not only directly impacting intentions but also regulating
attitudes and subjective norms.
Ajzen's TPB model (1985, 1991) is an extension of TRA (Bray, 2008);
improving predictive behavior compared to TRA (Giles and Caims, 1995);
TPB is applied in many situations, it is appropriate and popular in the field of
behavior (Corner and Armitage, 2006; Solomon et al., 2006; Bary, 2008).
2.1.2. Corporate social marketing (CSM)
The concept Social Marketing was first proposed by Kotler and Zaltman
(1971). The main goal of the social marketing concept is “to achieve corporate
success by balancing customers’ short-term personal needs and society’s
long-term interests” (Kotler 1972, p54).
CSM is an extension of the scope of social marketing to a corporate
context (Drumwright and Murphy, 2001; Hoeffler and Keller, 2002;
Bhattacharya et al., 2005; Bloom et al., 2006; Kotler et al., 2012). CSM was
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born in the context that companies are expected to take on more social
responsibility (Kotler, 2011). CSM applies marketing principles to better
shape the market, be more efficient and sustainable, and increase people’s
well-being and social welfare (Phils et al., 2008); and CSM is constantly
adjusted to the innovation of society (Lefebvre, 2012).

CSM can be appoarched as a corporate that actively or voluntarily uses
business resources of itself and/or its partners to develop, sponsor or conduct
campaigns or programs to care for and improve education, public health,
community well-being and/or social welfare; environmental protection, …;
thereby aiming to change perceptions and behaviors voluntarily of the target
audience (groups) (local communities, partners, customers / consumers, ...),
creating practical benefits for both society and the corporate (results from
expert interviews; based on content, definitions of CSM from the authors).
Applying CSM has is a clear trend because it connects the purpose of
marketing of the corporate with the desired robustness of society (Andreasen,
1994, 2002; Kotler and Lee, 2005b; Kotler et al., 2012); and people trust on
CSM programs by corporates themselves or co-design and/or implementation
(Inoue and Kent, 2012, 2014; Truong and Hall, 2016).
CSM aims to transform perception and voluntary behavior of target
audiences, thereby forming sustainable social behaviors that benefit both
society and business (Kotler et al. et al, 2002, 2012; Kotler and Lee, 2005a, b,
2008; Gordon et al., 2011; Lefebvre, 2011, 2012; Emery, 2012). However,
CSM has not been empirically studied from the perspective of consumers
(Bloom et al., 2006; Inoue and Kent, 2014; Deshpande, 2016; Truong and
Hall, 2013, 2016).
2.1.3. Theory and experiment of consumer-based brand equity (CBBE)
Brand equity or CBBE is one of the common concepts that has been
discussed by researchers for many years, but there is no general consensus on
the concept, definition, or management of it (Keller, 1993, 2008; Yoo and
Donthu, 2001; Vazquez et al., 2002; Davcick et al., 2015, Oliveira et al.,
2015). The reason is that there is no consensus about the concept, the
background theory when researching brand equity (Raggio and Leone, 2007;
Anderson, 2007); and the diversity in the definition and the approach adopted
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to measure this concept comes from both financial and marketing aspects
(Hsieh, 2004; Christodoulides and De Chernatony, 2010).
The authors have implied that CBBE expressed selectively wills and
emotions of consumers for the brand in a set of competing brands (in a type of
prtoduct) available on the market (Davis and Doughlass, 1995; Keller and
Lehmann, 2006; Kartono and Rao, 2009b). CBBE as results from marketing
effords of companies to build possitive awareness, attitude, behavior of consumers
towards a brand (Keller, 1993, 2008; Mackay et al., 1997; Netemeyer et al.,
2004; Anderson, 2007; Bick, 2009; Kartono and Rao, 2009b); explain the
intangible value why consumers choose to buy this brand without the other
brands (Keller, 2008; Berry, 2000; Yoo et al., 2000; Ailawadi et al., 2003).
In empirical research on CBBE, researchers based on Cognitive
Perspective Psychologycal, that means are the collection of data about a
consumer's interaction (relationship) to a brand (product), using the data to
evaluate this person's perceptions (feelings, attitudes, behavioural intention)
towards the brand, and the specific brand marketing activities (Lassar et al.,
1995; Berry , 2000; Yoo and Donthu, 2001; Baker et al., 2005; Kartono and
Rao, 2005, 2009a, 2009b) aimed to (i) define CBBE dimensions (and/or interrelationships of dimensions); or (ii) evaluate specific marketing activities
affecting consumer perceptions – the source of CBBE.
Results of empirical studies have demonstrated the impact marketing
activities have increased the CBBE dimensions. But these research is limited
to activities traditional marketing (marketing mix ), while CSM – a type of
sustainable marketing, be seen as affecting an area of extreme to CBBE – but
has not been measured and tested the theory by experimental studies, but only
stop at case study (e.g. Hoeffler and Keller, 2002); and CSM has also not been
investigated based on consumers’s responses (Bloom et al., 2006; Inoue and
Kent, 2014; Deshpande, 2016; Truong and Hall, 2016) .
2.2. The official hypothesis and research model
Initially, to determine the CBBE dimensions of milk products in the

Vietnamese market, the author applied Aaker's CBBE model (1991, 1996)
because this model is the most cited (Washburn and Plank, 2002; Pappu et al.,
2005, 2006; Atilgan et al., 2005; Tong and Hawley, 2009a; Su and Tong,
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2015; de Oliveira et al., 2017); consistent with empirical studies on CBBE
(Quan, 2006; Buil et al., 2013).
Qualitative research (expert interviews and group discussions) helps to
adjust - build an official research model, case of milk products in the
Vietnamese market: (i) identify 5 dimensions of CBBE, including brand
awareness, brand associations, perceived quality, brand loyalty, and an
emerging dimension is brand trust; (ii) identify the two most popular
marketing mix activities that are applied by companies in the dairy/milk
industry, namely advertising and distribution intensity.
At the same time, the author also conducted experiments to determine the
components of CBBE (milk products) and the impact relationship between
these ingredients (the results are presented in Appendix 5).
These results are the basis for building a research model to investigate the
relationship of the impact of CSM, advertising and distribution intensity on
CBBE multi-dimensions, the case of dairy products in the Vietnamese market.
A research model (Figure 2.5) with 20 proposed hypotheses will be
researched to simultaneously test the relationship of 3 marketing activities to
5 CBBE components (15 hypotheses H1/H2/H3 – a, b, c, d, e – is the
relationship that positively affects CSM, advertising and distribution intensity
on brand awareness, brand associations, perceived quality, brand trust, brand
loyalty), and the inter-relationship among these CBBE dimensions (5
hypotheses H4, 5, 6, 7, 8), the case of milk products in the Vietnamese market.
Thereby, also to evaluate the value and reliability of the scales; confirms the
model's compatibility with market data.

The Proposed Research model is base on the perspective of Cognitive
Consumer Behavior, namely, the TPB model of Ajzen (1985, 1991, 2019).
The Conceptual framework describing consumer beliefs and attitudes about
marketing activities (CSM, advertising, and distribution intensity) that will
positively impact perception, attitude, intention, behaviour of consumers
towards milk brands – means forming and increasing CBBE, with brand
loyalty expressing consumer behavioural intention (Backman and Crompton,
1991; Oliver, 1999; Wood, 2000; Yoon and Uysal, 2005; Chaudhuri and
Holbrook, 2001; Keller, 2008; Iordanova, 2016).
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CSM

H1 (+)
(a,b,c,d,e)

Brand
Awareness

Brand
Association

H4 (+)

H5 (+)

H2 (+)
Advertising
(a,b,c,d,e)

H6 (+)

Distribution H3 (+)
Intensity (a,b,c,d,e)

Behavioural
Intention

Brand
Loyalty
H7 (+)

Perceived
Quality

H8 (+)

Brand Trust

Figure 2.5: Proposed research model
In the model: the behavioural intention (brand loyalty) is results of factors:
(1) subjective norms (consumer perception of the brand, including brand
awareness and associations (Keller, 1993, 2008); in a social context of
sustainable production, green consumption and / or sustainable consumption);
(2) attitude towards the behavior (perceived quality and brand trust; based on
consumer perceptions and experiences); (3) perceived behavioral control
(marketing activities that both directly impact behavioral intention – i.e. brand
loyalty; and directly impact the rest of the CBBE dimensions – represent
subjective norms and attitude). The variables that govern consumer
perceptions and behavioural intention towards milk brands are geography,

gender, age, income, type of milk, and brand origin.
CHAPTER 3. RESEARCH DESIGN AND PRIMARY RESULTS
3.1. Research process
The overall research process is done through three main phases: qualitative
research, preliminary quantitative and formal quantitative research.
3.2. Qualitative research
3.2.1. Design qualitative research
Qualitative research aims to: (i) explore and identify dimensions of CBBE,
the case of milk products in the Vietnamese market; (ii) explore and confirm
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marketing mix tools commonly applied by businesses in the dairy industry in
the Vietnamese market; Besides, it also identifies the types of milk that are
most consumed in Vietnam; (ii) explore the role and influence of CSM in
CBBE creation; step by step build the content and scale of perceived CSM
concept (consumers’s perception of CSM); (iii) construct, adjust and
supplement observed variables to measure related research concepts.
Qualitative research was conducted through direct discussions with each
expert (2 batches, 10 experts / batch) and group discussion with consumers (2
groups, 13 consumers in total).
3.2.2. Key results from in-depth interviews (1st and 2nd)
Traditional marketing mix activities/tools are commonly applied by dairy
companies in Vietnam, followed by (1) distribution (development, expansion
of sales channels), (2) advertising (content and frequency), (3) sales
promotions, (4) prices and products (variety of types and packages).
Two types of milk commonly consumed are powdered milk and liquid
milk (fresh milk). This result is also consistent with reports and statistics from
many market research units such as EVBN (2016), Stoxplus (2018), VDA
(2018, 2019), VIRAC (2018, 2019). Thereby, research on CBBE is limited to

two types of milk, powdered milk and fresh milk.
Summarizing the flow of opinions, CBBE (milk products) consists of 5
dimensions, with 01 new dimension (compared to the initial expectation),
which is Brand Trust.
CSM perceived as the ability of consumers to distinguish or identify
between corporate responsibilitie/commitments to consumers (guaranteeing
the interests of buyers/consumers in general) from other responsibilities.
social issues such as environmental protection, community volunteerism
(donating resources), actively or participating in the implementation of
educational care and public health programs, improving social security welfare, promoting social equality, ...
With 15 statements of the perceived CSM concept (initial suggestions),
experts have evaluated and adjusted the content to form observed variables

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that reflect the content of this concept. Based on results of assessment of
duplication, ambiguity, not related to conceptual content; 10 statements are
retained for the next research step (statements are adjusted to make sentences,
words easy to understand, describe in accordance with the content of CSM
concepts, perceived CSM and suitable for the context research).
A total of 58 observed variables (draft scale 1a) were used to measure 8
research concepts (in the model) and coded and evaluated from experts (2nd
time). Results of hand-to-hand discussion with experts (2nd time) formed 61
observed variables (draft scale 1b) used to measure research concepts, used in
focus group discussions.
3.2.3. Key findings from Focus Group Discussion
Most of consumers participating in the discussion feel the purpose and
meaning of CSM programs of dairy/milk enterprises; They expressed
sympathy and appreciation for CSM programs sponsored by dairy enterprises

- contributed or implemented in Vietnam in recent years.
The group discussion result is the formation of 51 observed variables (draft
scale 2) used to measure 08 contructs: brand awareness, brand association,
perceived quality, brand loyalty, brand trust, advertising, distribution intensity
and CSM (perceptions). These are the scales used for quantitative research in
the next section.
3.3. Preliminary quantitative research results
Preliminary quantitative research to adjust and redefine the scale structure
to use for official research. The author conducts direct interviews with 100
respondents (people over 18 years old, who often purchase directly and usage
dairy products) at popular shopping points in Ho Chi Minh City.
Results: 51 observed variables used to measure 08 research concepts, after
analyzing the reliability through Cronbach's Alpha coefficients, 16 items were
rejected. This total of 35 observed variables (the rest) satisfies the criteria in
the EFA, so they are used in formal quantitative research.

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CHAPTER 4. OFFICIAL QUANTITATIVE RESEARCH FINDINGS
AND DISCUSSION
4.1. Descriptive statictic
Formal quantitative research through interviews with 850 respondents
using convenient sampling method; Direct interviews with consumers
(individuals over 18 years old, who regularly and directly purchasing / usage
dairy products) in Ho Chi Minh City (500) and Hanoi (350) with official
questionnaires (Likert scale 5 points, performing the adjustment of milk brand
names to form 10 questionnaires associated with 10 popular milk brands
selected for study). Out of the 850 responses collected, there are 780 valid.
Table 4.1: Descriptive statistical results

Sample characteristic

Sample characteristic

Frequency
397 (50.90%)

Female

265 (33.97%) Type of Fresh
515 (66.03%) milk Powdered

HCM city

477 (61.15%)

Vietnam

462 (59.23%)

Hanoi city

303 (29.74%)

Foreign

318 (40.77%)

Income < 7 mil.
(per 7 – 12 mil.

month) > 12 mil.

260 (33.33%)

18 – 29
Age
241 (30.90%)
30 – 39
(in years)
279 (35.77%)
> 40

232 (29.74%)

Gender
Location

Male

Frequency

Brand
origin

383 (49.10%)

286 (36.67%)
262 (33.59%)

4.2. Official quantitative research results

The results of the reliability test and Explorary Factor Analysis (EFA)
A total of 8 scales with 35 observed variables are evaluated respectively
on their reliability. The results showed that all variables have Cronbach’s
Alpha coefficients greater than 0.6 (in the range: 0.815 - 0.897), and Corrected
Item-Total Correlations are greater than 0.3.
A total of 35 observed variables after EFA were extracted into 08 factors
with the total variance extracted of 68,224% (> 50%) in Eigenvalue was 1,181
(> 1); KMO coefficient = 0.985 (cut-off: 0.5 = 0.000 (<0.05), so this result satisfies the conditions.

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The results of Confirmatory Factor Analysis (CFA)
Standardized CFA results show that the saturated model is fitted with
market data (with values: Chi-squared = 1174,560; df = 532; Cmin / df =
2.208; TLI = 0.948; CFI = 0.954; RMSEA = 0.039). These indicators also
conclude the unidimensional of the scales in the model.
The correlation coefficients together with standard deviation show that
they are all different from 1, meaning that the research concepts have
discriminant validity; Errors of the measurement variables are not correlated
with each other; Factor loadings (λi) are all greater than 0.5 and statistically
significant, meaning that the scales reach convergent validity.
The results of structural equation modeling (SEM) examination
The results of SEM showed that the model has Chi square value =
1715.519, degrees of freedom df = 540; Cmin/df = 3,177 with p - value =
0,000 (<0.05), not as expected. However, the indicators such as TLI = 0.906,
CFI = 0.915, and RMSEA = 0.053 shows that the research model is fitted with
data collected from the market.
The test results of 20 proposed hypotheses, 18 hypotheses are accepted at

the 95% confidence level, hypothesis H2d (the advertise has positive impact
on brand trust) is accepted at 90% confidence level (Hair et al., 2009); In
addition, the hypothesis H2e (the positive relationship between advertise and
brand loyalty) is rejected because it is not statistically significant.
Checking the mediator role
Multigroup CFA is used to test mediator roles of variable groups (sex,
geography, age, income, type of milk and brand origin); The test results show
that there is no difference in the relationships affecting CBBE components.
This result also shows the stability of the theoretical model in measuring the
impact of marketing on CBBE; in the analysis of consumer behavioural
intention towards brands (milk products), from the perspective of Cognitive
Consumer Behavior.
4.3. Discusions
Research results have brought important findings, supplementing and
reinforcing the limitations from previous studies. Increasing representative
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based on empirical evidence on CSM, in particular perceived CSM (from
consumer perspective); diversity of views in measurement on CBBE; plentiful
empirical models on CBBE, on the relationship between marketing and CBBE
in a transitional market (Vietnam), in other sectors (dairy/milk products), and
at other times (2018 - 2019).
Firstly, the research results show the impact of consumers’s awareness,
attitude and trust to CSM activities. The results imply that, today consumers
(milk products) can identify and distinguish different forms of CSM; They
have been interested and supported CSM activities, bringing practical benefits
to the communities (society). The results are evidence to support the
recommendation of empirical research on CSM from the consumers’
perception and behavior from numerous authors (e.g., Bloom et al., 2006;

Inoue and Kent, 2014; Deshpane, 2016; Truong and Hall, 2016).
The results consolidate many statements such as: The applying of CSM is
increasingly popular (Drumwright, 1996; Drumwright and Murphy, 2001);
the trend of using CSM is increasing (Hoeffler and Keller, 2002; Truong and
Hall, 2013, 2016); Applying CSM is a clear trend because it connects the
marketing purpose of the business with the practical requirements of the
society (Andreasen, 1994, 2002; Kotler et al., 2012); CSM generates social
and business benefits (Du et al., 2008); CSM increases the impression of
businesses on consumers (Lichtenstein et al., 2004); CSM clearly
demonstrates the moral function of the brand (Kapferer, 1997, 2008).
Second, CSM (perceptions), advertising and distribution intensity
positively impact on CBBE dimensions. Consistent with the judgment of
many scholars that marketing activities are the sources of the formation –
increasing CBBE such as: Keller (1993, 2003), Keller and Lehmann (2003);
Pappu and Quester (2008), Berry (2000), Yoo et al. (2000), Ailawadi et al.
(2003); CBBE is formed in the minds of consumers, rooted in brand
marketing efforts (Hsieh, 2004; Leone et al., 2006; Keller, 2008; Tong and
Hawley, 2009a; Christodolides and De Chernatony, 2010).
CSM is meaningful to both businesses and society, and is more effective
than traditional marketing in CBBE creation (presented in Table 4.8). The
results are also empirical evidence for case study by Hoeffler and Keller
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(2002). In addition, the result about Perceived CSM positively impact on
perceived quality is a new finding.
This result encourages dairy businesses to invest more in CSM initiatives
or programs - in line with the assertions: “Social marketing can give to brand
the necessary advantages. to win the hearts and minds of skeptical consumers
in today's highly competitive, complex market” (Bloom et al., 2006, p. 55);

CSM supports market development, increase sales or improve corporate
impression (Bhattacharya et al., 2005; Bloom et al., 1997; Kotler and Lee,
2005b); CSM differentiates businesses from competitors by forging
emotional as well as emotional connections with consumers (Meyer, 1999);
enhancing consumer confidence and loyalty (Inoue and Kent, 2012, 2014).
Third, determine that CBBE (milk products in the Vietnamese market)
includes and is influenced by 05 dimensions: brand awareness, brand
associations, perceived quality, brand trust, and brand loyalty. The research
results consolidate the perspective of brand equity research and measurement
from the consumer perspective, i.e CBBE (Wood, 2000; Hsieh, 2004;
Anderson, 2007, 2011; Kartono and Rao, 2009a, b; Christodolides and De
Chernatony, 2010); To build and develop a brand, it is necessary to have a
clear understanding of CBBE for capturing and measuring it (Baker et al.,
2005; Keller and Lehmann, 2006; Crescitelli and Figueiredo, 2009; Nguyen
Dinh Tho and Nguyen Thi Mai Trang, 2011; Baalbaki and Guzmán, 2017); It
is necessary to research and verify CBBE in different countries (culture,
economy, consumption habits, ...) and in many different industries (Washburn
and Plank, 2002; Kocak et al., 2007; Bick, 2009; Oliveira et al., 2015).
The concept of brand trust was first tested in the dairy industry in Vietnam
(the context of CBBE research). The existence of "brand trust" is a reality
because it shows the perception of Vietnamese consumers (Nielsen, 2015,
2017), because it is closely related to the success of brands and businesses
(Interbrand, 2018); is a business opportunity to develop or expand brands this was mentioned by Bainbridge (1997); is the means to successfully create,
preserve and upgrade consumer-brand relationships (Labahn and Kohli, 1997;
Hiscock, 2001; Keller, 2003; Atilgan et al., 2009); is an important factor
influencing the behavior of trying out and consume (Krishnan, 1996; Keller,

15

1993), and has positive effect on brand loyalty (Chaudhuri and Holbrook,
2001; Delgado-Ballester and Munuera-Aleman, 2001).
Fourth, different marketing activities positively impact on each dimension
of CBBE at different levels (based on standardized weights, table 4.8).
Table 4.8: Summary about the assessment of marketing impact on CBBE
Marketing
activities

Standardized regression weights
Brand
Brand
awareness association

Perceived
quality

Brand
trust

Barand
loyalty

CSM

0,278

0,227

0,232

0,156

0,101

Advertising

0,080

0,102

0,132

0,070

-

Distribution

0,199

0,142

0,094

0,107

0,098

(Source: author’s calculation)
Brand awareness is influenced by CSM, advertising, and distribution

intensity. The distribution intensity positively impact on brand awareness,
consolidating the experimental results of some authors (eg, Nguyen et al.,
2011; Le Dang Lang and Le Tan Buu, 2014b; Kim and Hyun, 2011; Ebeid,
2014). Advertising (perceptions) increase brand awareness and it support
some of the previous conclusions in many empirical directions, such as brand
awareness is affected by advertising spending (Ramos and Franco, 2005;
Nguyen et al., 2011; Buil et al., 2013; Ebeid, 2014; Darabjerdi et al, 2016; Le
Tan Buu and Le Dang Lang, 2017); by the attitudes towards advertising from
Nguyen et al. (2011), and Buil et al. (2013).
Brand associations is influenced by CSM and traditional marketing
activities. The advertising increased brand associations and this result have
contributed to consolidating some previous researches, for example,
experiments on the positive relationship between advertising spending and
brand associations of Ramos and Franco ( 2005), and Ebeid (2014); attitudes
towards advertising increase brand associations by Buil et al. (2013), and
Darabjerdi et al. (2016). The results of distribution intensity positively impact
brand associations (standardized regression weight is 0.142) is a new finding
of this dissertation.

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Perceived quality is positively influenced by CSM and traditional
marketing activities. The results of distribution intensity positively impact
perceived quality, contributing to the experimental results of Yoo et al.
(2000), Kim and Hyun (2011), and Ebeid (2014). It matches with empirical
results on the relationship of advertising spending positively impacted on
perceived quality by some authors (e.g., Yoo et al., 2000; Gil et al., 2007;
Ramos and Franco, 2005; Darabjerdi et al., 2016); The relationship of
attitudes towards advertising increases perceived quality by Buil et al., 2013,

and Nguyen et al (2011). The results about the positive impact of CSM on
perceived quality (standardized regression weight of 0.232) is a new finding
of this research.
Brand trust is influenced by CSM and traditional marketing activities. The
results about distribution intensity and advertising positively impact on brand
trust (standardized regression weights are 0.17 and 0.070 respectively) are
new findings of this study.
Brand loyalty is influenced by CSM, is consistent with statements of
Bloom et al. (1997, 2006) and Kotler and Lee (2005a, b), Inoue and Kent
(2012, 2014); supplementing the empirical results for case study by Hoeffler
and Keller (2002) in two aspects that CSM evokes brand awareness and forms
brand commitment. The results of distribution intensity positively impact
brand loyalty have contributed to the experimental results of authors such as
Yoo et al. (2000), Kim and Hyun (2011) and Ebeid (2014).
Fifth, there is a positive impact relationship between CBBE components.
Brand loyalty is positively influenced by brand awareness, brand associations,
perceived quality, brand trust (H4, H5, H6 and H7 with standardized
regression weights of 0.210, 0.333, 0.260, 0.235, respectively). Perceived
quality has a strong impact on brand trust (hypothesis H8, standardized
regression weight of 0.462); It means beside marketing activities, perceived
quality is an important base / reason for consumers to be willing to trust on
milk brands. The results of the relationship among of dimensions of CBBE
imply the importance of each dimension of CBBE, in the formation and
increase of brand loyalty - the success of a brand (Wood, 2000; Buil et al.,
2013). The results are consistent with many statements such as: "brand equity

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originates from the voices and actions of consumers" by Keller and Lehmann

(2006, p14); agreeing the view of knowing the relationship between CBBE
components is an important task (Lehmann et al., 2008; Buil et al., 2013); and
“providing managers with useful insights in branding efforts” (Buil et al.,
2013, p. 69).
CHAPTER 5. CONCLUSION AND IMPLICATIONS
5.1. Research results and their contribution to the measurement model
The scale of the CSM concept from the perspective of consumers, namely
"Perceived CSM" is a new development scale and has tested in the dairy
industry in Vietnam, including 04 observed variables.
The conceptual scale "Perceived CSM" is a meaningful contribution for
building and developing a scale to assess the impact of CSM on CBBE
components (from the perspective of consumer perceived behavior). The
study results not only supplement empirical evidence by Hoeffler and Keller
(2002), but also discovered a new relationship (perceived CSM positively
affects to perceived quality).
This result also supports the recommendation of many authors such as
Bloom et al (2006), Inoue and Kent (2014), Deshpande (2016) and Truong
and Hall (2016) on the need for specific experimental studies. consider the
impact of CSM on consumer-related outcomes. Specifically, the thesis has
studied CSM based on consumer reactions (perception, attitude and
behaviour); applying the TPB model (Ajzen, 1985, 1991, 2019) to assess the
cognitive impact that leads to consumers’s behavioural intention; consistent
with the theory and experiment of brand equity (CBBE).
The scale of brand trust concept tested for the first time in the dairy
industry in Vietnam (including 05 observed variables) is approached in a
mixed perspective; this is confirmed by Morgan and Hunt (1994), Chaudhuri
and Holbrook (2001); Delgado-Ballester et al. (2003) and Kimpakorn and
Tocquer (2010).

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The remaining scales are also adjusted and supplemented to suit the real
situation and research context, including: brand awareness (5 observed
variables), brand associations (5 variables), perceived quality (4 variable),
brand loyalty (4 variables), advertising (4 variables), and distribution intensity
(4 variables).
The research results are the basis for the next studies to verify, compare
and expand the scales from the system of CBBE; from marketing tools that
impact CBBE, especially the CSM conceptual scale (Perceived CSM). In the
field of behavioral psychology in general and marketing in particular, the
measurement scales in the research need to be tested across many types of
products, many different markets under different approaches and methods,
especially the CSM concept because it is consistent with the green, sustainable
consumption trend; sustainable marketing (Hunt, 2011; Martin and Schouten,
2012; Emery, 2012); and marketing 4.0 (Kotler et al., 2017) – promote
corporate social responsibility towards sustainable development.
5.2. Research results and theoretical contributions
The results show that the research model is compatible with market data,
all hypotheses are accepted, except the hypothesis 2e about the relationship
between advertising and brand loyalty has not found statistical significance.
From this result, theoretical model is proposed. The model shows the
significant positive impact of marketing factors on consumer perception, the
source of CBBE components; positive impact relationship between CBBE
components; and brand loyalty as a mediator to the behavioural intention of
consumers towards the brand.
Firstly, the research confirms the existence of two new research concepts,
namely perceived CSM and brand trust, in the empirical study on the impact
of marketing on CBBE in the Vietnamese market in general and in the dairy
industry in Vietnam market in particular.

CSM has been applied by businesses more and more popularly, and
consumers are highly interested and appreciated. CSM is distinguished (from
other corporate socially responsible activities) by its ability to bring about
comprehensive benefits to society by creating measurable impacts on social

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issues via positively changing the target customer perceptions and attitudes
(Gordon et al., 2011; Emery, 2102; Saunders et al., 2015), as well as
individual social behavior (Kotler and Lee, 2005b; Kotler et al., 2012). CSM
emphasizes changing perceptions and behaviors that make it relevant to
sustainable marketing and encouraging sustainable social behavior (Emery,
2012, Martin and Schouten, 2012).
The concept of brand trust should be taken seriously in measuring CBBE
and the impact of marketing on dimensions of CBBE (milk products), as it is
of theoretical and practical implications.
In theory, this is accepted by many authors (eg, Blackston, 1992; Lassar et
al., 1995; Chaudhuri and Holbrook, 2001; Delgado-Ballester and MunueraAleman, 2001, 2005, Delgado-Ballester et al., 2003; Delgado-Ballester, 2004;
Burmann et al., 2009; Atilgan et al., 2009; Yacout and Elsahn, 2011; Kumar
et al., 2013; Rambocas et al., 2014); is consistent with statements: trust is an
important component of the brand from Bainbridge (1997), factor of brand
loyalty (Delgado-Ballester and Munuera-Aleman, 2001; Chaudhuri and
Holbrook, 2001; Power et al., 2008; Kumar et al., 2013), is the foundation for
building strong customer – brand relationships (Hiscock, 2001; Keller, 2003;
Atilgan et al., 2009).
In practice, Nielsen (2017) has shown that 75% of Vietnamese consumers
buy goods based on brand trust; and Nielsen (2017) also recomment that trust
is an important factor that is not or very little considered as a component of
CBBE; Besides, the research results of Interbrand (2018) also show that

consumers' trust about brands is a factor closely related to the success of the
brand, of the company that owns brand.
Theoretical model based on the perspective of Consumer perceived
behavior, specifically Ajzen's TPB model (1985, 1991, 2019) – is a popular
model that is suitable for predicting actual behavior (Shaw et al., 2000;
Conner and Armitage, 2006; Bray, 2008) – applied in the dissertation to
measure the relationship of marketing and CBBE towards consumer
behavioral intention. This makes a meaningful contribution to brand
marketing knowledge in both practices and academics.
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This theoretical model, on the one hand, opens up a new approach to
measurement of CBBE and to assess the impact of marketing on CBBE; on
the other hand, it still consolidates the theories like Cognitive Psychology
Perspective or Cognitive Approach (Anderson, 2007, 2011; Baalbaki and
Guzmán, 2017), of many authors such as Keller (2003, 2008), Keller and
Lehmann (2006), Kartono and Rao (2009b). It contributes to enriching
previous experiments on the impact relationship between marketing and
CBBE (eg, Yoo et al., 2000; Ramos and Franco, 2004; Gil et al., 2007; Tong
and Hawley, 2009a; Nguyen Dinh Tho and Nguyen Thi Mai Trang, 2011;
Nguyen et al, 2011; Buil et al., 2013; Ebied, 2014; Le Dang Lang and Le Tan
Buu, 2014a, 2014b, 2017; ...).
In other way, the theoretical model is an attempt to broaden the empirical
attitudes and approaches to CBBE metrology. This model not only assesses
the impact of brands (products) on perception and attitudes (of consumers),
but also evaluates the impact of marketing factors in CBBE creation in the
context of consumer behavioral intention.
In addition, this theoretical model also allows to evaluate (extend) to
specific variables (dependencies) such as brand love/interest, intention to buy/

repurchase, ... This makes a significant academic and practical contribution.
Marketers (in dairy companies) are increased their knowledge and can apply
effective marketing strategies / forms in the process of building and managing
CBBEs in the context of consumer behavioral intention.
The dissertation has new findings about the positive impact of advertising
on brand trust (standardized regression weight of 0.07); of distribution
intensity to brand associations (weight 0.142) and brand trust (weight 0.17);
CSM (perceived) to perceived quality (weighted 0.232). On the other hand,
the research results also increase the representativeness of the findings of
previous researchers (on CBBE, on the impact of marketing on CBBE) in
other sectors and markets, or in Vietnam. in other fields (shampoo, beverage).
In addition, it can be said that this is the first empirical study evaluating
the relationship of marketing (CSM, advertising and distribution intensity)
with the five CBBE components, especially with the brand trust.
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Brand loyalty (love attitude, puchasing/re-purchasing intentions of
consumers) is directly influenced by CSM, distribution intensity and the
remaining 4 components. CSM initiatives or programs, combined with efforts
to increase the density of the business distribution, are direct sources
impacting to behavior and are also effective in increasing brand loyalty. In
addition, it can be said that (in the dairy industry) advertising only affects
perceptions and attitudes of consumers but has no direct impact on
behavioural intention.
Finally, the results of the multi-group analysis did not find a mediator role
of gender, income, age, geography, type of milk, and brand origin on those
relationships. It can be concluded that the theoretical model is stable and
suitable to measure the impact of marketing on CBBE dimensions (dairy
products) in the Vietnamese market.

5.3. Administrative implications for dairy companies in Vietnam
5.3.1. Implications of measuring the impact of marketing on CBBE
The findings of the dissertation imply that marketing specialists,
marketing managers at dairy companies, market research companies,
marketing- brands consultants, ... can refer to and use the scales already
testing (Appendix 8) and: (1) applying the CBBE model of dairy products
(presented in Appendix 5) to evaluate the effectiveness and efficiency of
branding (milk and dairy products, or processed foods in general) by
measuring the increase of the five CBBE components; and / or (2) applying a
theoretical model (see Figure 2.5) to simultaneously evaluate and compare the
impact of marketing (CSM, distribution intensity and advertising) on CBBE,
the causal relationship between CBBE dimensions.
The theoretical model is also a suggestion for organizations / companies
to further test and/or compare with other specific marketing activities
affecting these 5 dimensions of CBBE; to extend the relationship evaluation
of marketing to (variable/research concept) as brand preperence, purchase or
repurchase intention.

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The model allows businesses to understand the performance of marketing
in CBBE creation, to apply specific marketing strategies/programs with the
aim of influencing consumer behavior, increasing CBBE and business
performance.
5.3.2. Implications for increasing CBBE in Vietnam market
Besides traditional marketing activities such as increasing intensity
distribution (brand visibility), investing deliberatly to brand advertising
(creating content of the message and increasing the frequency of
advertisement), in order to optimize CBBE, dairy companies need to pay more

attention to invest in promoting CSM initiatives/programs, especially in the
context of the trend of green or/and sustainable consumption, as well as the
trend of enterprises participating in the resolving social issues/causes.
When launching/self-implementing or participating/sponsoring a CSM
program, in order to achieve the business/marketing and social objectives,
businesses need to choose supporting appropriate social issues/causes.
Managers must consider (i) whether the cause is important and close to the
target consumers?; (ii) Is the cause related to the local community where the
business operates?; and (iii) is the support for this cause relevant to the
business activities and its brands/products?
For affirming brand position, penetrating the market and maximizing
market share in the dairy industry, companies need to promote feelings of love
and brand behavioral intention, that means focusing on maximizing brand
loyalty. Businesses need to focus on sustainable marketing (CSM) and longterm (developing, expanding distribution channels) strategies. The process of
creating and increasing CBBE and behavioral intention requires flexible
application of marketing tools/forms – in the direct and indirect increasing
brand loyalty (increasing brand awareness, brand associations, perceived
quality and brand trust).
5.4. Limitations and recommendations for further research
The first limitation relates to the type of product under investigation.
Although the experiment is based on the two popular types of milk (fresh milk

23