{"id":27793,"date":"2023-12-07T04:45:18","date_gmt":"2023-12-07T04:45:18","guid":{"rendered":"https:\/\/masterskills.org\/blog\/gia-tri-cua-thuong-hieu-brand-value-la-gi-cac-thanh-phan.html"},"modified":"2023-12-22T16:55:46","modified_gmt":"2023-12-22T09:55:46","slug":"gia-tri-cua-thuong-hieu-brand-value-la-gi-cac-thanh-phan","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/gia-tri-cua-thuong-hieu-brand-value-la-gi-cac-thanh-phan.html","title":{"rendered":"Gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u (Brand value) l\u00e0 g\u00ec? C\u00e1c th\u00e0nh ph\u1ea7n"},"content":{"rendered":"
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H\u00ecnh minh ho\u1ea1 (Ngu\u1ed3n: forbes)<\/p>\n<\/figcaption><\/figure>\n

Gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

Gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/b> t\u1ea1m d\u1ecbch sang ti\u1ebfng Anh l\u00e0 Brand value.<\/b><\/p>\n

Tre\u0302n th\u00ea\u0301 gi\u01a1\u0301i hi\u1eb9\u0302n nay, co\u0301 nhi\u00ea\u0300u quan \u0111i\u00ea\u0309m kinh \u0111i\u00ea\u0309n v\u00ea\u0300 gia\u0301 tri\u0323 cu\u0309a thu\u031bo\u031bng hi\u1eb9\u0302u.\u00a0<\/p>\n

– KMasterskillsr (1993, 1998)<\/b> cho r\u0103\u0300ng Gia\u0301 tri\u0323 c\u1ee7a thu\u031bo\u031bng hi\u1eb9\u0302u chi\u0301nh la\u0300 ki\u00ea\u0301n th\u01b0\u0301c cu\u0309a kha\u0301ch ha\u0300ng (brand knowledge) v\u00ea\u0300 thu\u031bo\u031bng hi\u1eb9\u0302u \u0111o\u0301.<\/p>\n

Ki\u00ea\u0301n th\u01b0\u0301c cu\u0309a kha\u0301ch ha\u0300ng na\u0300y bao g\u00f4\u0300m hai tha\u0300nh ph\u00e2\u0300n chi\u0301nh: Nh\u1ea1\u0302n bi\u00ea\u0301t thu\u031bo\u031bng hi\u1eb9\u0302u (brand awareness) – \u00c2\u0301n tu\u031b\u01a1\u0323ng v\u00ea\u0300 thu\u031bo\u031bng hi\u1eb9\u0302u (brand image).<\/p>\n

– Aaker (1996) <\/b>\u0111\u00ea\u0300 nghi\u0323 b\u00f4\u0301n tha\u0300nh ph\u00e2\u0300n cu\u0309a gia\u0301 tri\u0323 ta\u0300i sa\u0309n thu\u031bo\u031bng hi\u1eb9\u0302u. B\u00f4\u0301n tha\u0300nh ph\u00e2\u0300n na\u0300y bao g\u00f4\u0300m:\u00a0<\/p>\n

Lo\u0300ng trung tha\u0300nh (brand loyalty);<\/p>\n

Nh\u1ea1\u0302n bi\u00ea\u0301t thu\u031bo\u031bng hi\u1eb9\u0302u (brand awareness);<\/p>\n

Ch\u00e2\u0301t lu\u031b\u01a1\u0323ng ca\u0309m nh\u1ea1\u0302n (perceived quality);\u00a0<\/p>\n

Ca\u0301c thu\u1ecd\u0302c ti\u0301nh \u0111\u00f4\u0300ng ha\u0300nh cu\u0309a thu\u031bo\u031bng hi\u1eb9\u0302u (brand associations) nhu\u031b te\u0302n m\u1ecd\u0302t \u0111i\u0323a phu\u031bo\u031bng, m\u1ecd\u0302t nha\u0302n v\u1ea1\u0302t g\u0103\u0301n li\u00ea\u0300n v\u01a1\u0301i thu\u031bo\u031bng hi\u1eb9\u0302u, b\u0103\u0300ng sa\u0301ng ch\u00ea\u0301 (patents), nha\u0303n hi\u1eb9\u0302u c\u00e2\u0300u ch\u01b0\u0301ng (trademarks), m\u00f4\u0301i quan h\u1eb9\u0302 v\u01a1\u0301i ke\u0302nh pha\u0302n ph\u00f4\u0301i.<\/p>\n

– Lassar (1995)<\/b> \u0111\u00ea\u0300 nghi\u0323 na\u0306m tha\u0300nh ph\u00e2\u0300n cu\u0309a gia\u0301 tri\u0323 ta\u0300i sa\u0309n thu\u031bo\u031bng hi\u1eb9\u0302u:\u00a0<\/p>\n

Ch\u00e2\u0301t lu\u031b\u01a1\u0323ng ca\u0309m nh\u1ea1\u0302n (perceived quality);\u00a0<\/p>\n

Gia\u0301 tri\u0323 ca\u0309m nh\u1ea1\u0302n (perceived value);\u00a0<\/p>\n

\u00c2\u0301n tu\u031b\u01a1\u0323ng thu\u031bo\u031bng hi\u1eb9\u0302u (brand image);<\/p>\n

Lo\u0300ng tin v\u00ea\u0300 thu\u031bo\u031bng hi\u1eb9\u0302u cu\u0309a kha\u0301ch ha\u0300ng (trustworthiness);<\/p>\n

Ca\u0309m tu\u031b\u01a1\u0309ng kha\u0301ch ha\u0300ng v\u00ea\u0300 thu\u031bo\u031bng hi\u1eb9\u0302u (commitment).<\/p>\n

Ca\u0301c quan \u0111i\u00ea\u0309m tre\u0302n \u0111a\u0302y co\u0301 nhi\u00ea\u0300u \u0111i\u00ea\u0309m tu\u031bo\u031bng \u0111\u00f4\u0300ng, tuy nhie\u0302n cu\u0303ng co\u0301 m\u1ecd\u0302t s\u00f4\u0301 kha\u0301c bi\u1eb9\u0302t. \u0110i\u00ea\u0300u na\u0300y cho th\u00e2\u0301y gia\u0301 tri\u0323 thu\u031bo\u031bng hi\u1eb9\u0302u la\u0300 m\u1ecd\u0302t kha\u0301i ni\u1eb9\u0302m \u0111a tha\u0300nh ph\u00e2\u0300n (multidimensional) bao g\u00f4\u0300m nhi\u00ea\u0300u tha\u0300nh ph\u00e2\u0300n. Y\u0301 nghi\u0303a cu\u0309a thu\u1ea1\u0302t ng\u01b0\u0303 na\u0300y \u0111u\u031b\u01a1\u0323c ba\u0300n lu\u1ea1\u0302n du\u031b\u01a1\u0301i ca\u0301c go\u0301c \u0111\u1ecd\u0302 kha\u0301c nhau cho nh\u01b0\u0303ng mu\u0323c \u0111i\u0301ch kha\u0301c nhau.<\/p>\n

Tha\u0300nh ph\u00e2\u0300n cu\u0309a gia\u0301 tri\u0323 thu\u031bo\u031bng hi\u1eb9\u0302u ta\u0323i thi\u0323 tru\u031b\u01a1\u0300ng Vi\u1eb9\u0302t Nam\u00a0<\/font><\/h3>\n

Tha\u0300nh ph\u00e2\u0300n cu\u0309a gia\u0301 tri\u0323 thu\u031bo\u031bng hi\u1eb9\u0302u ta\u0323i thi\u0323 tru\u031b\u01a1\u0300ng Vi\u1eb9\u0302t Nam bao g\u00f4\u0300m:<\/p>\n

– Nh\u1ea1\u0302n bi\u00ea\u0301t thu\u031bo\u031bng hi\u1eb9\u0302u:<\/b><\/p>\n

La\u0300 m\u1ecd\u0302t tha\u0300nh ph\u00e2\u0300n quan tro\u0323ng cu\u0309a gia\u0301 tri\u0323 thu\u031bo\u031bng hi\u1eb9\u0302u. No\u0301 \u0111\u00ea\u0300 c\u1ea1\u0302p \u0111\u00ea\u0301n kha\u0309 na\u0306ng cu\u0309a m\u1ecd\u0302t ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng co\u0301 th\u00ea\u0309 nh\u1ea1\u0302n da\u0323ng ho\u1ea1\u0306c nh\u01a1\u0301 \u0111\u00ea\u0301n thu\u031bo\u031bng hi\u1eb9\u0302u nhu\u031b m\u1ecd\u0302t y\u00ea\u0301u t\u00f4\u0301 c\u00e2\u0301u tha\u0300nh cu\u0309a m\u1ecd\u0302t sa\u0309n ph\u00e2\u0309m nh\u00e2\u0301t \u0111i\u0323nh (Asker, 1991; KMasterskillsr, 1998).<\/p>\n

– Lo\u0300ng ham mu\u00f4\u0301n v\u00ea\u0300 thu\u031bo\u031bng hi\u1eb9\u0302u<\/b><\/p>\n

M\u1ecd\u0302t ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng ham mu\u00f4\u0301n s\u01a1\u0303 h\u01b0\u0303u m\u1ecd\u0302t thu\u031bo\u031bng hi\u1eb9\u0302u khi ho\u0323 thi\u0301ch thu\u0301 v\u00ea\u0300 no\u0301 va\u0300 mu\u00f4\u0301n tie\u0302u du\u0300ng no\u0301. Vi\u0300 v\u1ea1\u0302y, lo\u0300ng ham mu\u00f4\u0301n v\u00ea\u0300 thu\u031bo\u031bng hi\u1eb9\u0302u no\u0301i le\u0302n m\u01b0\u0301c \u0111\u1ecd\u0302 thi\u0301ch thu\u0301 va\u0300 xu hu\u031b\u01a1\u0301ng tie\u0302u du\u0300ng cu\u0309a ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng \u0111o\u0301.<\/p>\n

– Ch\u00e2\u0301t lu\u031b\u01a1\u0323ng ca\u0309m nh\u1ea1\u0302n<\/b><\/p>\n

Ch\u00e2\u0301t lu\u031b\u01a1\u0323ng ca\u0309m nh\u1ea1\u0302n (PQ) la\u0300 tha\u0300nh ph\u00e2\u0300n th\u01b0\u0301 ba cu\u0309a gia\u0301 tri\u0323 thu\u031bo\u031bng hi\u1eb9\u0302u (Asker, 1991; KMasterskillsr, 1998). \u0110a\u0302y chi\u0301nh la\u0300 nh\u1ea1\u0302n th\u01b0\u0301c cu\u0309a ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng v\u00ea\u0300 toa\u0300n b\u1ecd\u0302 ch\u00e2\u0301t lu\u031b\u01a1\u0323ng sa\u0309n ph\u00e2\u0309m, la\u0300 s\u01b0\u0323 che\u0302nh l\u1eb9\u0302ch gi\u01b0\u0303a t\u00f4\u0309ng gia\u0301 tri\u0323 ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng nh\u1ea1\u0302n \u0111u\u031b\u01a1\u0323c va\u0300 nh\u01b0\u0303ng gia\u0301 tri\u0323 ma\u0300 ho\u0323 mong \u0111\u01a1\u0323i \u01a1\u0309 m\u1ecd\u0302t sa\u0309n ph\u00e2\u0309m (Zeithaml, 1988).<\/p>\n

– Lo\u0300ng trung tha\u0300nh thu\u031bo\u031bng hi\u1eb9\u0302u<\/b><\/p>\n

Lo\u0300ng trung tha\u0300nh cu\u0309a ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng no\u0301i le\u0302n xu hu\u031b\u01a1\u0301ng cu\u0309a ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng mua va\u0300 s\u01b0\u0309 du\u0323ng thu\u031bo\u031bng hi\u1eb9\u0302u na\u0300o trong m\u1ecd\u0302t do\u0300ng sa\u0309n ph\u00e2\u0309m va\u0300 l\u1ea1\u0306p la\u0323i ha\u0300nh vi na\u0300y (Chaudhuri, 1999).<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: K\u1ec9 y\u00ea\u0301u H\u1ecd\u0302i tha\u0309o Xa\u0302y d\u01b0\u0323ng va\u0300 Ba\u0309o v\u1eb9\u0302 Thu\u031bo\u031bng hi\u1eb9\u0302u, \u0110\u1ea1i h\u1ecdc T\u00e0i ch\u00ednh – Marketing, )<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u (ti\u1ebfng Anh: Brand value) l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m \u0111a th\u00e0nh ph\u1ea7n bao g\u1ed3m nhi\u1ec1u th\u00e0nh ph\u1ea7n. \u00dd ngh\u0129a c\u1ee7a thu\u1eadt ng\u1eef n\u00e0y \u0111\u01b0\u1ee3c b\u00e0n lu\u1eadn d\u01b0\u1edbi c\u00e1c g\u00f3c \u0111\u1ed9 kh\u00e1c nhau cho nh\u1eefng m\u1ee5c \u0111\u00edch kh\u00e1c nhau.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[416],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27793"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=27793"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27793\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=27793"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=27793"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=27793"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}