Các nhân tố tác động đến giá trị thương hiệu FPT về lĩnh vực viễn thông tại thành phố Cần Thơ

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Tác giả: Vũ Long và Lê Bình Nhã Lan Đinh, Bửu Nam Trịnh

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Nghiên cứu khoa học và Phát triển kinh tế, 2023

Mô tả vật lý: tr.65-79

Bộ sưu tập: Metadata

ID: 380501

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Currently, Vietnam's telecommunications market is under fierce competition among brands, in order to compete with competitors in the same industry. Thus, it is extremely important to improve the brand value of enterprises. Therefore, the study aims to evaluate factors affecting brand value, thus helping to improve FPT's brand value in the telecommunications sector in Can Tho City. This evaluation was carried out with an observational sample size of 208, by means of frequency statistics, mean descriptive statistics, Cronbach's Alpha analysis, EFA factor analysis, multivariate regression analysis, difference verification by ANOVA analysis, and the T-Test. The results showed that brand value is developed by four factors: Brand awareness, Perceived quality, Brand association and Brand loyalty. In addition, the 18 to 22-year-old group had higher brand awareness and brand value perception than the 23 to 30-year-old group. Based on the research results, some management implications are proposed to help FPT Can Tho Branch improve brand value through appropriate communication strategies, which would improve business performance.Hiện nay, thị trường viễn thông Việt Nam đang chịu sự cạnh tranh gay gắt giữa các thương hiệu, để có thể cạnh tranh được với các đối thủ cùng ngành thì việc nâng cao giá trị thương hiệu của doanh nghiệp là vô cùng quan trọng. Vì vậy, nghiên cứu nhằm đánh giá các nhân tố ảnh hưởng đến giá trị thương hiệu, giúp nâng cao giá trị thương hiệu FPT về lĩnh vực viễn thông tại TP. Cần Thơ. Với cỡ mẫu quan sát là 208, bằng các phương pháp thống kê tần số, thống kê mô tả trung bình, phân tích Cronbach’s Alpha, phân tích nhân tố EFA, phân tích hồi quy đa biến, kiểm định sự khác biệt bằng phân tích ANOVA, kiểm định T-Test. Kết quả cho thấy: giá trị thương hiệu được hình thành bởi bốn nhân tố: Nhận biết thương hiệu, Chất lượng cảm nhận, Liên tưởng thương hiệu và Trung thành thương hiệu. Ngoài ra, nhóm có độ tuổi từ 18 đến 22 tuổi có mức độ nhận biết thương hiệu và mức độ cảm nhận giá trị thương hiệu cao hơn nhóm từ 23 đến 30 tuổi. Trên cơ sở kết quả nghiên cứu, một số hàm ý quản trị được đề xuất nhằm góp phần giúp FPT Chi nhánh Cần Thơ nâng cao giá trị thương hiệu qua những chiến lược truyền thông phù hợp, nâng cao hiệu quả hoạt động kinh doanh.

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