Many well-know scholars and researchers believe in a relationship between Brand Equity, Corporate Image, Country Image and Purchase attitude. In practice, due to differences in objective and scale of researches, this relationship becomes more and more complicated. However, understanding this relationship is a crucial requirement for corporations since it is very helpful in forming marketing strategy and constructing market expansion methods.
The purpose of this study was to analysis of Vietnamese consumer behavior when buying Korean mobile phone, in particular, effects of the Country Image, Corporate Image, Brand Equity on Purchase attitude. Thereby Korean mobile phone manufacturers can build marketing strategy to expand market share in Vietnam mobile phone market.
In order to achieve the above requirements, the author of this research studied prior arts and materials and considered five hypotheses. From the given hypotheses, a carefully designed questionnaire was build. After a preliminary survey in small scale, a large scale survey was conducted in consumers in Vietnam mobile phone market. Among answered respondents, 300 were accurately selected. The surveyed result was analyzed using IBM AMOS 20 and SPSS 16.0 Hypotheses were validated.
The conclusions measured from this research are as follows :
First, Hypothesis 1: Country Image effects greatly on Purchase attitude. Hence, in order to improve Consumers' buying behavior, could improve the Country's image.
Second, Hypothesis 2: Country Image no influence direct on Brand equity.
Third, Hypothesis 3: Corporate Image effects greatly on Brand equity. Hence, in order to improve Brand equity, could improve the Corporate's image.
Forth, Hypothesis 4: Corporate Image no influence direct on Purchase attitude.
Finally, Hypothesis 5: Brand equity no influence direct on Purchase attitude. But, Brand equity effects positively to the Purchase attitude or not is discovered through concentrational effect, in case of reducing some hypotheses.
In summary, this research proofs that, about Korean mobile phone in Vietnam mobile phone market, Country Image is an important factor that has positive influence and impact on Purchase attitude in the future. And Corporate Image effects greatly on Brand equity. Therefore, improving Country Image is a necessary and important requirement. In order to do so, the important factors reading the Brand Equity, Corporate Image need to be seriously considered. But, Brand equity effects positively to the Purchase attitude or not is discovered through concentrational effect, in case of reducing some hypotheses.
The result of the research helps Korean mobile phone enterprises investing into vietnamese mobile phone market have appropreate marketing strategy and upgrade brand value. Korean mobile phone enterprises should focus on upgrading Country Image, Corporate Image, Brand image and Brand awareness.