Analyzing the Case of VietJet Air to Assess the Vietnamese Customers' Airline Brand Equity: An Empirical Research Study

Main Article Content

Nhu-Ty Nguyen


From the recent marketing incidents of a typical airline company, this research study would like to analyze the sources and consequences of Airline's Consumer Brand Equity by using Vietjet Air Vietnam as an example. To this end, we developed an empirical study based on the Chen & Tseng [5] Brand Equity airline model in Taiwan, using structural equation modeling (SEM) to investigate the interrelationship between the dimensions of the components of brand equity in the airline industry and how they directly affect brand equity. With 307 valid respondents, the questionnaire was designed to include 3 age groups: 18-25, 26-35, 36-50 and older than 50 years. The participants from some universities and some firms in Ho Chi Minh City involved in conducting the survey. The findings suggest that Brand Equity factors in their interrelationships have a positive effect. In addition, Brand Image is a direct factor that has the most influence on airline brand equity, following perceived dimensions of quality and brand loyalty. This research also has relevant implications for Vietjet marketing managers, who should reinforce their brand equity in the future to attract more customers.

Article Details


  1. D.A. Aaker, Measuring Brand Equity Across Products and Markets, California Manage. Rev. 38 (1996) 102-120.
  2. Kenneth Button, Low-Cost Airlines:, Transport. J. 51 (2012) 197.
  3. G. Biedenbach, A. Marell, The impact of customer experience on brand equity in a business-to-business services setting, J Brand Manage. 17 (2010) 446-458.
  4. J.M.M. Bloemer, H.D.P. Kasper, The complex relationship between consumer satisfaction and brand loyalty, J. Econ. Psychol. 16 (1995) 311-329.
  5. C.F. Chen, W.S. Tseng, Exploring Customer-based Airline Brand Equity: Evidence from Taiwan, Transport. J. 49(2010), 24-34.
  6. W. Chia-Nan, N. N. Ty, Forecasting the manpower requirement in Vietnamese tertiary institutions. Asian J. Empiric. Res. 3(5)(2013), 563-575.
  7. D. George, P. Mallery, SPSS for Windows step by step: answers to selected exercises. A Simple Guide and Reference, 1461-1470, 2003.
  8. D. Gillen, Airline Business Models and Networks: Regulation, Competition and Evolution in Aviation Markets, Rev. Network Econ. 5(2006), 366-385.
  9. K. Huschelrath, K. Muller, Low Cost Carriers and the Evolution of the Domestic U.S. Airline Industry, Competit. Regulat. Network Ind. 13 (2012), 133-159
  10. K. Button, Low-cost Airline: A Failed Business Model?, Transport. J. 51(2012), 197-219.
  11. K.L. Keller, Branding Perspectives on Social Marketing, in NA - Advances in Consumer Research Volume 25, eds. Joseph W. Alba & J. Wesley Hutchinson, Provo, UT: Association for Consumer Research, Pages: 299-302, 1998.
  12. M. Konecnik, W.C. Gartner, Customer-based Brand Equity for a destination, Ann. Tour. Res. 34(2007),400-421.
  13. R. Leick, J. Wensveen, The airline business. The business of transportation, 65e99, 2014.
  14. L.H.T. Pham, N. T. Nguyen, T. T. Tran, On the factors affecting start-up intention of Millennials in Vietnam. Int. J. Adv. Appl. Sci. 6(1)(2019), 1-8.
  15. R. Motameni, M. Shahrokhi, Brand equity valuation: a global perspective, J. Product Brand Manage. 7 (1998), 275-290.
  16. N.T. Nguyen, Optimizing Factors for Accuracy of Forecasting Models in Food Processing Industry: A Context of Cacao Manufacturers in Vietnam. Ind. Eng. Manage. Syst. 18(4)(2019), 808-824.
  17. N.T. Nguyen, Performance evaluation in strategic alliances: A case of Vietnamese construction industry. Glob. J. Flex. Syst. Manage. 21(1)(2020), 85-99.
  18. N. T. Nguyen, Attitudes and Repurchase Intention of Consumers Towards Functional Foods in Ho Chi Minh City, Vietnam. Int. J. Anal. Appl. 18(2) (2020), 212-242.
  19. N. T. Nguyen, L. X. T. Nguyen, Applying DEA Model to Measure the Efficiency of Hospitality Sector: The Case of Vietnam. Int. J. Anal. Appl. 17(6)(2019), 994-1018.
  20. N. T. Nguyen, T. T. Tran, Mathematical development and evaluation of forecasting models for accuracy of inflation in developing countries: a case of Vietnam. Discrete Dyn. Nat. Soc. 2015 (2015), Art. ID 858157.
  21. N. T. Nguyen, T. T. Tran, Facilitating an advanced product layout to prioritize hot lots in 450 mm wafer foundry in the semiconductor industry. Int. J. Adv. Appl. Sci. 3(6) (2016), 14-23.
  22. N. T. Nguyen, T. T. Tran, A novel integration of DEA, GM (1, 1) and neural network in strategic alliance for the Indian electricity organizations. J. Grey Syst. 29(2)(2017), 80-101.
  23. N. T. Nguyen, T. T. Tran, A two-stage study of grey system theory and DEA in strategic alliance: An application in Vietnamese fertilizing industry. Int. J. Adv. Appl. Sci. 5(9)(2018), 73-81.
  24. N. T. Nguyen, T. T. Tran, A Study of the Strategic Alliance for Vietnam Domestic Pharmaceutical Industry: A Dynamic Integration of A Hybrid DEA and GM (1, 1) Approach. J. Grey Syst. 30(4)(2018), 134-151.
  25. N. T. Nguyen, T. T. Tran, Optimizing mathematical parameters of Grey system theory: an empirical forecasting case of Vietnamese tourism. Neural Comput. Appl. 31(2)(2019), 1075-1089.
  26. N. T. Nguyen, T. T. Tran, Raising opportunities in strategic alliance by evaluating efficiency of logistics companies in Vietnam: a case of Cat Lai Port. Neural Comput. Appl. 31(11)(2019), 7963-7974.
  27. N. T. Nguyen, T. T. Tran, C. N. Wang, Management styles and organisational effectiveness in Vietnam: A comparison in terms of management practices between state-owned and foreign enterprises. Res. World Econ. 6(1)(2015), 85-98.
  28. N. T. Nguyen, T. T. Tran, C. N. Wang, N. T. Nguyen, Optimization of strategic alliances by integrating DEA and grey model. J. Grey Syst. 27(1)(2015), 38-56.
  29. P. Nguyen, N.T. Nguyen, A two-stage study of grey system theory and DEA in strategic alliance: An application in Vietnamese Steel industry. Int. J. Data Envelop. Anal. 7(2)(2019), 45-64.
  30. J. Park, Passenger perceptions of service quality: Korean and Australian case studies, J. Air Transport Manage. 13(2007),238 - 242.
  31. J. Park, R. Robertson, C. Wu, The effect of airline service quality on passengers' behavioural intentions: a Korean case study, J. Air Transport Manage.10(2004),435 - 439.
  32. T. Thanh-Tuyen, N. T. Nguyen, Determinants Affecting Vietnamese Laborers' Decision to Work in Enterprises in Taiwan. J. Stock Forex Trad, 5(2)(173) (2016), 1000173.
  33. T. T. Tran, An investigation about factors that affecting satisfaction and efficiency in Vietnamese tourism. Int. J. Adv. Appl. Sci. 5(12)(2018), 7-15.
  34. T. T. Tran, An empirical research on selecting the targeted suppliers and purchasing process of supermarket. Int. J. Adv. Appl. Sci. 4(4)(2017), 96-109.
  35. T. T. Tran, Evaluating and forecasting performance using past data of an industry: An analysis of electronic manufacturing services industry. Int. J. Adv. Appl. Sci, 3(12)(2016), 5-20.
  36. T. T. Tran, Factors affecting the purchase and repurchase intention smart-phones of Vietnamese staff. Int. J. Adv. Appl. Sci. 5(3)(2018), 107-119.
  37. T. T. Tran, Forecasting strategies and analyzing the numbers of incoming students: Case in Taiwanese vocational schools. Int. J. Adv. Appl. Sci. 4(9)(2017), 86-95.
  38. M. Wall, J. Liefeld, L. A. Heslop, Impact of country of original cues on consumer judgment in multi-cue situation: A covariance analysis, J. Acad. Market. Sci. 19(2)(1991), 105-113.
  39. C. N. Wang, N. T. Nguyen, T. T. Tran, An empirical study of customer satisfaction towards bank payment card service quality in Ho Chi Minh banking branches. Int. J. Econ. Finance, 6(5)(2014), 170-181.
  40. C. N. Wang, N. T. Nguyen, T. T. Tran, The study of staff satisfaction in consulting center system-A case study of job consulting centers in Ho Chi Minh City, Vietnam. Asian Econ. Financ. Rev. 4(4)(2014), 472-491.
  41. C. N. Wang, N. T. Nguyen, T. T. Tran, Integrated DEA models and grey system theory to evaluate past-to-future performance: a case of Indian electricity industry. Sci. World J. 2015(2015), 638710.
  42. C. N. Wang, N. T. Nguyen, T. T. Tran, B. B. Huong, A study of the strategic alliance for EMS industry: the application of a hybrid DEA and GM (1, 1) approach. Sci. World J. 2015(2015), 948793.
  43. L. W. Wang, T. T. Tran, N. T. Nguyen, Analyzing factors to improve service quality of local specialties restaurants: A comparison with fast food restaurants in southern Vietnam. Asian Econ. Financ. Rev. 4(11)(2014), 1592.
  44. L. W. Wang, T. T. Tran, N. T. Nguyen, An empirical study of hybrid DEA and grey system theory on analyzing performance: a case from Indian mining industry. J. Appl. Math. 2015 (2015), 395360.
  45. L. W. Wang, T. Tran, N. T. Nguyen, An analysis of manpower in Vietnamese undergraduate educational system. Int. J. Econ. Bus. Finance, 1(1) (2013), 398-408.
  46. R. Wang, H. Shu-Li, Y. H. Lin, M.-L. Tseng, Evaluation of customer perceptions on airline service quality in uncertainty, Procedia - Soc. Behavi. Sci. 25(2011), 419-437.
  47. F.E. Webster, K.L. Keller, A roadmap for branding in industrial markets, Brand Manage. 11(5)(2004), 388-402.
  48. B. Yoo, N. Donthu, Developing and validating a multidimensional customer-based brand equity scale, J. Bus. Res. 52(2001), 1-14.
  49. V.A. Zeithaml, Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52(3) (1988), 2-22.