ANALYZING THE CASE OF VIETJET AIR TO ASSESS THE VIETNAMESE CUSTOMERS' AIRLINE BRAND EQUITY: AN EMPIRICAL RESEARCH STUDY

摘要

From the recent marketing incidents of a typical airline company, this research study would like to analyze the sources and consequences of Airline's Consumer Brand Equity by using Vietjet Air Vietnam as an example. To this end, we developed an empirical study based on the Chen & Tseng [5] Brand Equity airline model in Taiwan, using structural equation modeling (SEM) to investigate the interrelationship between the dimensions of the components of brand equity in the airline industry and how they directly affect brand equity. With 307 valid respondents, the questionnaire was designed to include 3 age groups: 18-25, 26-35, 36-50 and older than 50 years. The participants from some universities and some firms in Ho Chi Minh City involved in conducting the survey. The findings suggest that Brand Equity factors in their interrelationships have a positive effect. In addition, Brand Image is a direct factor that has the most influence on airline brand equity, following perceived dimensions of quality and brand loyalty. This research also has relevant implications for Vietjet marketing managers, who should reinforce their brand equity in the future to attract more customers.