UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------

Cao Thi Hang

THE EFFECT OF COMMUNICATION MEDIA
ON DIMENSIONS OF BRAND EQUITY

ID:22110016

MASTER OF BUSINESS (Honours)
SUPERVISOR: Le Nguyen Hau

Ho Chi Minh City – Year 2014

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Abstract
This study is aimed to explore the relative impact of social media and traditional media
on customer-based brand equity dimensions in three groups of product market such as foods
(Cocacola, Nescafe, Vinamilk), banking (ACB, Techcombank, Vietcombank) and electronics
(Samsung, Sony, Toshiba). It then tests the impact of dimension of customer-based brand
equity on purchase intention.
The study was conducted through two steps including preliminary research and formal
research. Preliminary research employed focus group discussion while formal research is
quantitative research technique with a sample of 228 cases. The Model used in this study based
on the previous researches and qualitative study to identify factors in brand value chain.
The results show that both of traditional media and social media have a strong impact
on dimensions of brand equity (brand awareness, brand association). Social media have a

stronger impact on brand awareness and brand association compared to traditional media.
Additionally, brand awareness have no direct relationship with purchase intention. In this
research, there is no difference between firm created social media and user generated social
media, these concept combined with each other.

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Chapter 1: Introduction ......................................................................................................9
1.1 Background ..........................................................................................................9
1.2 Research problem.................................................................................................11
1.3 Research objectives ..............................................................................................12
1.4 Scope ....................................................................................................................12
1.5 Research Structure ...............................................................................................13
Chapter 2: Literature Review .............................................................................................14
2.1 Theoretical background ....................................................................................14
2.1.1 The concept of Social Media Marketing .....................................................14
2.1.2 Traditional Communication ........................................................................15
2.1.3 Brand Equity and Customers-based Brand Equity .....................................16
2.1.4 Concept of Brand Value Chain ...................................................................19
2.2 A Brief Review of Previous Study ....................................................................20
2.3 Research hypotheses and Model .......................................................................21
Chapter 3: Research Method ..............................................................................................25
3.1 Study Design .......................................................................................................25
3.1.1 Research Method ........................................................................................25
3.1.2 Research process .........................................................................................26
3.2 Scale Development .............................................................................................28
3.2.1 Firm created social media ...........................................................................28
3.2.2 User generated Social Media ......................................................................29
3.2.3 Traditional Media........................................................................................30

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3.2.4 Brand Awareness ........................................................................................30
3.2.5 Brand Association .......................................................................................31
3.2.6 Brand Attitude .............................................................................................31
3.3.7 Purchase Intention .......................................................................................32
3.3 Pilot Study (N=100) ............................................................................................33
3.3.1 Firm created Social Media ..........................................................................34
3.3.2 User generated Social Media ......................................................................35
3.3.3 Traditional media ........................................................................................35
3.3.4 Brand awareness .........................................................................................35
3.3.5 Brand associations ......................................................................................35
3.3.6 Brand attitude ..............................................................................................36
3.3.7 Purchase intention .......................................................................................36
3.4 Main Study .........................................................................................................37
3.4.1 Brand name for research .............................................................................37
3.4.2 Sample size and sample method .................................................................38
3.4.3 Data collection Method ...............................................................................38
Chapter 4 Research Result ......................................................................................40
4.1 Reliability Analysis ............................................................................................40
4.2 EFA analysis .......................................................................................................41
4.2.1 EFA group 1 ................................................................................................42
4.2.2 EFA group 2 ................................................................................................43
4.2.3 EFA group 3 ................................................................................................45
4.3 CFA Analysis ......................................................................................................47
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4.3.1 Social Media ...............................................................................................47

4.3.2 Brand Association .......................................................................................49
4.3.3 Brand Awareness ........................................................................................49
4.3.4 Research Model ..........................................................................................50
4.4 Research Model Testing ....................................................................................52
4.4.1 The saturated model ....................................................................................52
4.4.2 Testing Theoretical Model ..........................................................................56
4.4.3 Testing Competitive model .........................................................................59
4.4.4 BOOTSTRAP analysis for Theoretical Model (Refined) ...........................62
4.4.5 Hypothesis testing .......................................................................................63
Chapter 5: Conclusions, Implication and Limitation .......................................................66
References .............................................................................................................................69
Appendix ...............................................................................................................................73

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LIST OF FIGURES

Figure 2.1: Brand Value Chain
Figure 2.2 Research Model
Figure 3.1: Research Process
Figure 4.1: CFA for Social Media
Figure 4.2: CFA for Brand Association
Figure 4.3: CFA for Brand Awareness
Figure 4.4: Theoretical Model
Figure 4.4: Competitive model
Figure 4.5: SEM for The saturated model
Figure 4.6: CFA for Theoretical Model
Figure 4.7: CFA for Theoretical Model (Refined)
Figure 4.8: CFA for Competitive model


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LIST OF TABLES

Table 3.1: The measurement of scales
Table 3.2: Firm created Social Media Scale
Table 3.3: User generated Social Media Scale
Table 3.4: Traditional Media Scale
Table 3.5: Brand awareness Scale
Table 3.6: Brand Association Scale
Table 3.7: Brand Attitude Scale
Table 3.8: Purchase Intention Scale
Table 3.9: Reliability analysis of all items (Pilot test)
Table 3.10: Reliability analysis Brand awareness, Brand association and Purchase intention
(after deleted unsatisfied items)
Table 4.1: Cronbach’s alpha of all items (Main study)
Table 4.2: Pattern Matrixa
Table 4.3: Pattern Matrixa
Table 4.4: Pattern Matrix – after deleted variance with unsatisfied
Table 4.5: Factor Matrixa
Table 4.6: Covariance
Table 4.7: SEM for Scale - Covariances: (Group number 1 - Default model)
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Table 4.8: Composite reliability and Variance extracted for Scale
Table 4.9: Briefly result of scale measuring
Table 4.10: SEM statistics

Table 4.11: Theoretical Model - Covariance
Table 4.12: SEM statistics for Theoretical Model (Refined)
Table 4.13: Theoretical Model (Refined) - Regression Weights (Unstandardized)
Table 4.14 - SEM statistics Competitive model
Table 4. 15 - Competitive model - Regression Weights
Table 4.16: Bootstrap Result
Table 4.17: Bootstrap Result

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CHAPTER 1: INTRODUCTION

1.1 Background
The rapid growth in the popularity of social media platforms (such as Youtube, social
network, etc.) in recent years has raised the question of whether this phenomenon has
reduced marketers’ control of brand management (Berthon et al. 2007). Moreover,
consumers are increasingly using social media sites to search for information and turning away
from traditional media, such as television, radio, and magazines (Mangold and Faulds 2009);
cited in Schivinski & Dąbrowski (2013). According to Burmann and Arnhold, 2008, the
Internet and Web 2.0 have empowered proactive consumer behavior in the information and
purchase process.
Based on the latest survey of the development of the Internet, social media, digital and
mobile phones in Asia, Vietnam known as "the most interesting markets in Asia". The
percentage of Internet users over total population is 34% (higher than the world average is
33%). In 2012, Vietnam has added 1.59 million new users (wearesocial.net, 2012).
Additional, social networking, digital devices and mobile phone VN is growing
astonishingly, internet users in Vietnam increased by 5% since late 2011. 35% of mobile
Internet users access social media content over the phone. This is also one of facilities which
helps social media of enterprise reach more target customers (wearesocial.net, 2012).

The strong development of social networks create trends in the advertising in Social
networks. Advertising on social networks become a trend in over the world, they predicted that
advertising on social networks will bring more than $ 8 billion in revenue in 2015. This makes

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the enterprise pay attention to this channel of communication, and social media plays an
important role in marketing strategy. (wearesocial.net, 2012).
Potential of communication via social media will be increased strongly in the future
because internet in Vietnam gets more impressed development in near time. For example, Da
Nang installed nearly 400 Wi-Fi post cover through this province, ensuring 10,000 peoples can
access at the same time in September 2013. In Vietnam, Da Nang city is the fourth city with
free Wi-Fi coverage, after Hoi An, Ha Long and Hue (vnexpress.net, 2013). Ho Chi Minh City
tended to set up free Wifi on bus for attracting more people use bus.
Along with the development of internet with high speed internet and increase quickly
of mobile devices that makes Social Media become popular more than any marketing tool.
Additionally, consumers are turning away from traditional media such as TV, radio, or
magazines and increasingly using social media to search for information (Mangold and Faulds,
2009).
The advantage of social media is two-way interoperability on widespread but rarely the
communication tools can reach before that. Therefore, brand communication not only created
solely by company, but also generated by users on Social Media communication. This creates
opportunities for enterprise do social activities not only widely but also deeply. Social media
not only allows companies convey the message to the target customers but also build stronger
relationships with them. There are different effects between firm-created and users-generated
in Social Media. This research will examine effect size of social media and traditional media
on dimensions of brand equity. Social media include firm-created and user-generated in Social
Media. Then, this study will test the impact of dimensions of brand equity on purchase
intention.


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1.2 Research problem
Keller (1991) stated that advertising can affect brand equity through brand association,
perceived quality and use experience. While view of Hoch & Ha (1986), advertising influences
consumers’ perceptions of the products when they experience it, Farquhar (1989) proved that
advertising can make positive brand evaluation and attitude readily accessible in memory (cited
in Simon & Sullivan, 1993). In sum, the literature review demonstrates that advertising
(marketing communications) as one of the sources driving brand equity.

Stephen and Galak, 2009 (cited in Bruhn et al, 2012) investigated how social media and
traditional media affect sales. They demonstrate that both social and traditional media have
strong effects on marketing performance. However, the authors reveal that the effect of
traditional media is stronger than the effect of social media.
There have been a number of researchers who are interested in social media and try to
analysis its effects on business. These results helps management level in over the world get
more knowledge to understand more about Social Media. However, most of researchers come
from other countries, so the results have a little bit different from Vietnam context. There are
some studies analysis effect of communication on brand equity in Vietnam but they do not
research particular communication method of marketing communication strategy such as social
media or traditional media. This make social media role is underestimated.
Based on these issues, this research will answer the research question below:


Does Social Media replace Traditional Media in Marketing Communication Strategy?




How effect size of each Social Media and Traditional Media affect to dimensions of
Customer-based brand equity creation.



Whether differently effect of firm-created and users-generated in Social Media on the
metrics of brand equity?
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

In addition, this study provides a framework for the future study deeply about
relationship Social Media, Traditional Media in Customer-based brand equity.

1.3 Research objectives
Research objectives of this study are as follows:


To identify dimensions of customer-based brand equity



To measure effect size of brand-based Social Media compare with Traditional of
marketing communication on metrics of brand equity



Measure how does each communication way contribute in Brand Value chain


1.4 Scope
This thesis will examine how different effect size of social media and traditional media
on dimension of brand equity. Respondent for this study who accessed one of tools of social
media such as Blog, News / PR, Video, Social Network, YouTube, some websites, so on and
received communication campaign through traditional tools such as TV, radio, magazine,
newspaper in service and production industry. Regarding social media tool, this study spend
most focus on Social networks because of the large number of social networks users. For
traditional media tools, this research will pay more attention on TV, newspaper and magazine
because of their popularity.
The survey will conduct in Ho Chi Minh City, the brands in survey are belong three
industrial such as banking, electronics and foods.

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1.5 Research Structure
This thesis have five sections:
 The first section is introduction structure. This sections give brief overview of the main
reason led to research, this describes practical information about Vietnam context.
 The second section describes theoretical background and give a brief review of previous
study. Then, building theoretical model and the hypotheses.
 In the third section a methodology is presented to appraise measurement scale, research
model and hypotheses proposal.
 In the fourth section will present result of scale, research model and hypotheses testing along
with research results.
 Conclusions, implication and limitations are shown in the final section.

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CHAPTER 2: LITERATURE REVIEW

This chapter will present some theories related to seven main concepts as social media
marketing, traditional communication, brand equity and customers-based brand equity, brand
awareness, brand association, brand attitude. Based on these concepts, the hypothesis and
research model will be built. The research model aim to evaluate the effect of communication
media on dimensions of customers-based brand equity. This chapter included three parts: 1.
Theoretical background, 2. A Brief Review of Previous Study, 3. Research hypotheses and
Model
2.1 Theoretical background
2.1 Social Media Marketing
Firm-created Social Media
Social Media is as new social environment based on Web 2.0 services such as Blog,
News / PR, Video, Social Network, etc. Social media is a spread communication process (Viral,
Copy and spread) from one person to another with the same interest. Social Media is not a mass
communication, because it based on three factors such as participation, connection and
relationship. Social media is two ways communication; it is interactive and highly filtered.
Social media are changing the way that information is passed across societies and
around the world. The rapid spread of blogs, social networking sites, and media-sharing
technology (such as YouTube), aided by the proliferation of mobile technology, is also
changing the conditions in which the United States conducts military operations (Thomas,
Mayfiel, 2009)
Use-generated social media
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Social Media is a group of Internet-based applications that build on the ideological and
technological foundations of Web 2.0 and that allow the creation and exchange of User
Generated Content (Kaplan & Haenlein, 2010)
As cited in Schivinski & Dąbrowski (2013), the growth of online brand communities

including social networking sites, has supported the increase of user-generated social media
communication (Gangadharbatla 2008). User-generated content is a rapidly growing vehicle
for brand conversations and consumer insights (Christodoulides et al, 2012).
User-generated content can greatly enhance customer satisfaction, loyalty, and/or
delight. The expansion of customer roles to encompass seller roles not only reinforces the
emotional bonds between seller and customer and among customers, but also makes it a more
relational exchange because customers actively participate in creating value for other
customers, customers become advocates for sellers in interactions with other customers and
non-customers (Sashi, 2012).
2.1.2 Traditional Communication
Traditional media such as television, newspapers, radio, and magazines, are one way,
static broadcast technologies. For instance, the magazine publisher is a large organization that
distributes expensive content to consumers, while advertisers pay for the privilege of inserting
their ads into that content. If audiences disagree with something they read in the newspaper,
they can’t send the editorial staff instant feedback. New web technologies have made it easy
for anyone to create and most importantly distribute their own content. A blog post, tweet, or
YouTube video can be produced and viewed by millions virtually for free. Advertisers don’t
have to pay publishers or distributors huge sums of money to embed their messages; now they
can make their own interesting content that viewer will flock to. (Zarrella, 2009)

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2.1.3 Brand Equity and Customers-based Brand Equity

Brand Equity

Brand equity is the added value endowed on products and services it may be reflected
in the way consumers think, feel, and act with respect to the brand, as well as in the prices,
market share, and profitability the brand commands for the firm (Kottler & Keller, 2009)


According to Aaker (1991) (in Schivinski & Dabrowski, 2013), brand equity can
be defined as “a set of brand assets and liabilities linked to a brand, its name and symbol that
add to or subtract from the value provided by a product or service to a firm and/or to that firm’s
customers”

As cited in Chieng & Goi (2011), there are two principal and distinct perspectives that
are brand equity – financial and customer based. The first perspective of brand equity is from
a financial market’s point of view where the asset value of a brand is appraised (Farquhar et al.
1991, Simon and Sullivan 1990). Customer-based brand equity is evaluating the consumer’s
response to a brand name (Keller 1993, Shocker et al. 1994)

Customers-based brand equity

The basic premise with customer-based brand equity is that the power of a brand lies in
the minds of consumers and what they have experienced and learned about the brand over time.
(Keller, 1993)

Customer-based brand equity can be defined as the differential effect that brand
knowledge has on consumer response to the marketing of that brand. (Keller, 1998)

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Keller (2003) and Keller and Lehmann (2003) suggest that customer mindset measures
can be summarized by five key dimensions that include brand awareness, associations,
attitudes, attachment, and activity. Aaker (1991) proposes a brand equity model which consists
of the four mindset measures of brand loyalty, brand awareness, perceived quality, and brand
associations
Brand Awareness

Brand awareness is related to the strength of the brand in memory, as reflected by
consumers' ability to identify various brand elements (i.e., the brand name, logo, symbol,
character, packaging, and slogan) under different conditions. Brand awareness relates to the
likelihood that a brand will come to mind and the ease with which it does so given different
type of cues. The breath of brand awareness concerns the range of purchase and usage situations
where the brand element comes to mind. The breadth of brand awareness depends to a large
extent on the organization of brand and product knowledge in memory (Keller, 1998)
Brand awareness provides the anchor to which other associations can be linked.
Recognition provides the brand with a sense of familiarity and people like the familiar. In the
absence of motivation to engage in attribute evaluation, familiarity may be enough. Brand
awareness can be a signal of substance. (Aaker, 1991)
Brand associations
According to Kotler and Keller (2006) (cited in Chieng & Goi, 2011), Brand
associations consist of all brand-related thoughts, feelings, perceptions, images, experiences,
beliefs, attitudes.
Brand association is any mental linkage to the brand. Brand associations may include
product attributes, customer benefits, uses, life-styles, product classes, competitors and
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countries of origins. The brand position is based upon associations and how they differ from
the competition. An association can affect the processing and recall of information, provide a
point of differentiation, provide a reason to buy, create positive attitudes and feelings and serve
as the basis of extensions. (Aaker, 1992)
Brand associations can be classified into three major types of increasing scope: 1)
attributes, 2) benefits, and 3) attitudes. Attributes are those descriptive features that characterize
a product or service, Benefits are the personal value and meaning that consumers attach to the
product or service, Consumers’ brand attitudes generally depend on specific considerations
concerning the attributes and benefits of the brand (Dickson 1994, Keller 1993)
The success of a marketing program is reflected in the creation of favorable brand

associations. The strength of brand associations depends on how the information enters
consumer memory and how it is maintained as a part of the brand image.
Brand attitude
According to Mitchell and Olson (1981), brand attitude is defined as a “consumer’s
overall evaluation of a brand”. Brand attitude is frequently conceptualized as a global
evaluation that is based on favorable or unfavorable reactions to brand-related stimuli or beliefs
(Murphy and Zajonc 1993) and is cited as a central component to be considered in consumerbased brand equity and relational exchanges (Lane and Jacobson 1995; Morgan and Hunt
1994). Multi attribute attitude models (Ajzen and Fishbein 1980) postulate that the overall
evaluation of a brand is a function of the beliefs about specific attributes of the brand/product.

Purchase Intention

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Purchase intention can be defined as individual’s intention to buy a specific brand
individuals who want to buy a specific brand which they has chosen for themselves after certain
evaluation; there are variables by which we can measure purchase intention for instance
consider the brand for purchasing and expecting to purchase the brand in the future (Laroche
and Zhou, 1996; Laroche and Sadokierski, 1994; MacKenzie and Belch, 1986).
2.1.4 Concept of Brand Value Chain
The brand value chain is a structured approach to assessing the sources and outcomes
of brand equity and the manner by which marketing activities create brand value. The brand
value chain assumes that the value of a brand ultimately resides with customers (Keller and
Lehmann, 2003).
According to the model, the first step in value creation is when an investment in
marketing activity affects the customer mind set or brand knowledge; the second step is when
the mind set or knowledge, in turn, affects market performance and the different benefits
accrued by the brand; Finally, the third step is when market performance affects shareholder
value. The model also includes a set of “filters” or moderator variables that impact the transfer

or flow of value between stages of the model.

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Figure 2.1: Brand Value Chain (Source: Keller and Lehmann (2001))
2.2 A Brief Review of Previous Study
Brand value chain (Keller and Lehmann, 2003) is an important tool for managers,
company can develop and measure of Brand Equity. Some researchers use concept of
consumer-based brand equity to develop their studies. For example, Bruhn, Schoenmuller &
Schafer (2012) develop model to evaluate effect of Social Media and Traditional Media on
Brand Equity. The model mainly base on Brand Value chain (Keller and Lehmann, 2003). The
model have 3 steps, first step is communication source, they separate Social Media and
traditional media in this step, the second step is consumer mindset and finally is consumer
behavior. Then they tested model in 3 industries such as tourism, telecommunication and
pharmaceutical.
In the research of Schivinski & Dabrowski (2013) also chose the concept of brand
equity based on consumer perceptions. They built research model to test the effects of firm20


created and user-generated social media communication on brand equity, brand attitude, and
brand purchase intentions. They checked directly relationship between social media and brand
equity not only measure it effect to dimensions of brand equity. In this research did not mention
to traditional media effect.
The model that Bruhn, Schoenmuller & Schafer (2012) developed adapt with the
content of this study, so we use this model for research. Compare with the previous study
model, this study will cut off brand image and add more brand association. It make this study
model similar with brand value chain concept of Keller and Lehmann (2001)
2.3 Research hypotheses and Model
This research model was built on brand value chain of Keller and Lehmann's (2003) as

a conceptual framework. The brand value chain takes account of different levels of effect
caused by marketing mix efforts. However, the traditional brand value chain only focuses on
company-controlled marketing communication (Aaker, 1991; Keller and Lehmann, 2003).
Therefore, it does not consider the impact of the worldwide exchange of consumer information
on social media platforms. To suitable with developing and changing of communication
channel, Bruhn et al (2012), Schivinski et al (2013) added social media into marketing
communication as separating input. Social media is two ways communication because it allow
users who can create and exchange content with each other (Kaplan & Haenlein, 2010). In
social media communication, the information is created by customer which play important role.
This is not only interaction between customer and company, but also between customer and
customer. Therefore, to evaluate exactly how each communication source affect to Brand
Equity, study need to separate social media into firm-created and user-generated. In sum,
communication input will be considered as three channels, it include firm-created social media,
user-generated social media and traditional media.

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Compare with model of Bruhn et al (2012), this study replace Brand Image concept
with Brand Association, it make this study model similar with Brand Value Chain concept of
Keller and Lehmann (2001) was shown below.

Figure 2.2 Research Model
There are some researches of relationship between communication and customer-based
brand equity. Based on view of Yoo, Donthu, and Lee 2000, brand communication positively
affects brand equity as long as the message creates a satisfactory customer reaction to the
product in question compared to a similar non-branded product (cited in Schivinski &
Dabrowski, 2013). According to Sawyer (1981), a number of communication effects have been
attributed to well-known and liked brands (cited in Keller, 2002). Marketing communication
may also be helpful in increasing user and usage imagery attributes. Word of mouth and other

social influences also play an important role, especially for user and usage imagery attributes.
(Keller 1993). Brand awareness should be an important goal of the marketing communications
efforts of a firm as it has a number of important functions (Macdonald & Sharp, 2003). Keller,
2001 stated that customers or prospect can also have contact with brand through marketer
controlled communication (cited in Brunello, 2013)
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Traditional media and Firm-created social media are information come from company.
Company create this to send message to customer. This information fully controlled by firm.
They always expect to transfer a positive communication. Therefore, this study assumed have
a positive effect of traditional media and firm-created media on brand awareness, brand
association and Brand attitude
H1. Traditional media communication has a positive influence on brand awareness
H2. Firm-created social media communication has a positive influence on brand
awareness
Regarding the effect of user-generated social media communication on awareness, it
has to be acknowledged that information were generated by users on social media not affected
controlled by company. Therefore, user-generated social media communication can be either
positive or negative influences. Both forms of positive and negative content convey
information about a brand that can be particularly useful for consumers in terms of purchase
decisions. Hence, positive as well as negative brand-related user-generated content on social
media platforms can lead to a high level of satisfaction with this form of brand-based
communication and therefore are expected to increase the awareness of a brand – regardless of
whether the content reflects the brand positively or negatively. So hypothesis will be:
H3. User-generated social media communication has a positive influence on brand
awareness.
Brand associations which result in high brand awareness, they can be a signal of quality
and commitment and they help a buyer consider the brand at the point of purchase, which leads
to a favorable behavior for the brand (Yoo et al, 2000). Brand awareness involves linking the

brand to different associations in memory (Keller, 2003). Therefore, consumers must first be

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aware of a brand to later have a set of brand associations (Aaker, 1991). In sum, this study
assumed have a positive effect of brand awareness on brand association.
H4. Brand awareness has a positive influence on brand association.
Study assume this overall positive effect on brand attitude when weighting the impact
of brand awareness. However, the strength of this relationship should be influenced by the
positive or negative of user-generated social media communication. These considerations result
in the following hypotheses:
H5. Brand association has a positive influence on brand attitude
Study further expect the path via brand attitude to have a strong influence on purchase
intention, as brand attitude is considered to be a good indicator for behavioral intention (Wang,
2009). The behavioral intention to purchase is a psychological variable, which is identified as
an intervening variable between attitude and actual behavior (Miniardet al., 1983). According
to the attitude-behavior hypothesis, attitudes have a positive effect on purchase intention (Eagly
and Chaiken, 1993). Thus, then following hypothesis will follow:
H6. Brand attitude positively influences brand purchase intention.

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CHAPTER 3: RESEARCH METHOD
Chapter 2 presented the theoretical background of the research concept, research
models, and authors of studies. This chapter aims to introduce research methods for measuring,
adjusting and evaluating research concepts, testing theoretical models and hypotheses. This
chapter includes four main parts:
 Study Design

 Scale measuring of research concepts
 Result of Pilot study
 Introduction main study
3.1 Study Design
3.1.1 Research Method
This study was conducted by two steps as Pilot study and Main study
Pilot study was conducted with two methods of qualitative and quantitative. Qualitative
research was used to explore, adjust scale about semantic aspect. It ensure respondents
understand the question or questions not change meaning after translated and add more
variables that measure study concept (if need). This step increase suitability level in the context
of Vietnam. Qualitative research is conducted via focus group discussions. Discussions group
have five peoples who were in charge of communication and advertising for company.
Quantitative research was used to assess reliability and validity of scale and adjust them
for suitable with Vietnamese consumers. This study will conducted via direct interviews with
questionnaires. Samples size for quantitative in pilot research about N = 100, and was selected
by convenience sampling method. In this step, unsatisfied questionnaires will be reduced from
30 to 27.
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