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Impacts of advertising and sales promotion on brand equity of soft drinks

The paper aims to illuminate the relationship between advertising, promotions and brand equity. First of all, a preliminary research is conducted by means of group discussions and in-depth interviews to formulate a measurement scale. | JED No.216 April 2013 | 131 Impacts of Advertising and Sales Promotion on Brand Equity of Soft Drinks LÊ ĐĂNG LĂNG Master of Arts, University of Economics and Law Email: danglangle@yahoo.com ABSTRACT The paper aims to illuminate the relationship between advertising, promotions and brand equity. First of all, a preliminary research is conducted by means of group discussions and in-depth interviews to formulate a measurement scale. Then, to conduct the official research, 339 questionnaires are disseminated to respondents to collate data. The EFA, Cronbach’s Alpha, and CFA are utilized to test the scale. Hypotheses are tested by the SEM. Analytical results indicate that the determinants of brand equity in the soft drinks industry comprise: brand awareness, perceived quality, brand associations and brand loyalty. Advertising positively affects components of the brand equity; promotions can enhance the perceived quality; the brand awareness boosts brand associations; and the perceived quality promotes the brand loyalty. Keywords: brand equity, soft drinks, advertising, sales promotion, Vietnam 132 | Lê Đăng Lăng | 131 - 145 Impacts of Advertising and Sales Promotion 1. INTRODUCTION In the context of rapid globalization, brand name building can consolidate competitive edges of an enterprise (Aaker, 1996). In developed countries, this issue has been properly attended to and many strong brand names have been developed. Specifically, according to Interbrand, top-three leading brand names in the world in 2012 comprise Coca-Cola (US$77.8 billion), Apple (US$76.6 billion) and IBM (US$75.5 billion). In Vietnam, together with the penetration of multinationals like Rejoice, Tide, Sunsilk, Omo, Coca-Cola, and so on since the early 1990s, development of a strong brand name is really a matter of concern, especially after 2000. It is possible to exemplify some Vietnamese favorite brand names including Không Độ, Number One; Trung Nguyên, Vinamilk and so on. However, numerous .