A new perspective of brand equity: the case of pottery craft village collective brand in Vietnam

Brand equity is one of the most critical factors that significantly affect the success of any business. With 860 samples, this study indicates that the brand equity of a collective Vietnamese pottery craft village is constituted by four factors, including brand awareness, brand association, perceived quality, and brand loyalty. Particularly, brand awareness has the strongest and most positive impact on the pottery village collective brand equity. This study is a way to confirm the difference between brand awareness and brand association (two variables are measured by independent scales), therefore, it is impossible to combine these two variables in testing and measuring brand equity as done by controversial studies in recent years. This study has revealed that “age” contributes as the regulatory moderation impacts the relationship between brand awareness, brand association, perceived quality, brand loyalty and collective brand equity of pottery craft village. This research also has proposed suggestions to help the pottery village collective brand owner increase their brand value.