A Research Model Exploring the Factors Affecting the Brand Equity of Consumer Goods Retailers in Ho Chi Minh City
Published: July 28, 2026
Abstract
This study aimed to develop an experimental model to evaluate the factors influencing the brand equity of consumer goods retailers. Based on international research, the study proposed a research model consisting of three groups of independent variables affecting brand equity, including the brand evaluation group, the brand connection group, and the brand impression group. The study also discussed data selection and analysis methods to enhance quality and stimulate the effective development of consumer goods retailers in the future.
Keywords
brand equityconsumer goods retailer.
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