Seller’s Quality, Warranty’s Quality And Brand Equity In Retail Industry Of Electronics And Appliances

Abstract

This study aims to develop a model of brand equity and explore the relationships between seller’s quality, warranty quality and dimensions of brand equity. The qualitative research and the quantitative research methods are applied. The data is collected from 614 customers of seven supermarkets of electronics and appliances. The research result shows thatamodelofbrandequityconsistsoffourcomponentsincludingbrandawareness,brandassociation,perceivedquality,andbrandloyalty;inwhich,brandawarenesshaspositiveanddirecteffectonperceivedqualityandbrandassociations,andpositivelyandindirectlyimpactsonbrandloyalty.Theresearchalsofindsoutseller’squalityandwarrantyqualityhavepositiveimpactondimensionsofbrandequity.Theresultisbelievedtosignificantlycontributetobrandunderstandingandatthesametime,highlighttheimportantroleofsellingandwarrantyqualityinbuildingthebrandofelectronicsandappliancessupermarkets

Keywords

• chất lượng bán hàng
• chất lượng bảo hành
• giá trị thương hiệu
• kim khí điện máy
• sem