Corporate social marketing and brand equity – a case of dairy products in Vietnam

References

• Aaker, D. A. (1991). Managing brand equity. The Free Press.
   Google Scholar
• Aaker, D. A. (1996). Building strong brands. The Free Press.
   Google Scholar
• Aaker, D. A., & Joachimsthaler, E. (2000). Brand Leadership. The Free Press.
   Google Scholar
• Aaker, D. A., & Jacobson, R. (1994). The financial information content of perceived quality. Journal of Marketing Research, 31(2), 1–18. https://doi.org/10.1177/002224379403100204
   Web of Science ®Google Scholar
• Abril, C., & Rodriguez-Cánovas, B. (2016). Marketing mix effects on private labels brand equity. European Journal of Management and Business Economics, 25(3), 168–175. https://doi.org/10.1016/j.redeen.2016.09.003
   Web of Science ®Google Scholar
• Ailawadi, K., Lehmann, D., & Neslin, S. (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67(4), 1–17. https://doi.org/10.1509/jmkg.67.4.1.18688
   Web of Science ®Google Scholar
• Ajzen, I. (2019). The Theory of Planned Behavior. http://www.people.umass.edu/aizen/tpb.html.
   Google Scholar
• Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. Psychology & Health, 26(9), 1113–1127. https://doi.org/10.1080/08870446.2011.613995
   PubMed Web of Science ®Google Scholar
• Ajzen, I. (1991). The theory of planned behaviour. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
   Web of Science ®Google Scholar
• Ajzen, I. (1985). From intentions to actions: a theory of planned behavior. In J. Kuhl and J. Beckman (Eds.), Action-control: From Cognition to Behaviour (pp. 11–39). Springer.
   Google Scholar
• Ambler, T., Bhattacharya, C. B., Edell, J., Keller, K. L., Lemon, K. N., & Mittal, V. (2002). Relating brand and customer perspectives on marketing management. Journal of Service Research, 5(1), 13–25. https://doi.org/10.1177/1094670502005001003
   Google Scholar
• Anderson, J. (2007). Brand Equity: The Perpetuity Perspective [Paper presentation]. Winter 2007 Proceedings of the American Marketing Association.
   Google Scholar
• Andreasen, A. R. (2002). Marketing social marketing in the social change marketplace. Journal of Public Policy & Marketing, 21(1), 3–13. https://doi.org/10.1509/jppm.21.1.3.17602
   Web of Science ®Google Scholar
• Andreasen, A. R. (1994). Social marketing: Its definition and domain. Journal of Public Policy & Marketing, 13(1), 108–114. https://doi.org/10.1177/074391569401300109
   Web of Science ®Google Scholar
• Atilgan, E., Akinci, S., Aksoy, S., & Kaynak, E. (2009). Customer-based brand equity for global brands: A multinational approach. Journal of Euromarketing, 18(2), 115–132. https://doi.org/10.9768/0018.02.115
   Google Scholar
• Atilgan, E., Akinci, S., Aksoy, S., & Kaynak, E. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237–248. https://doi.org/10.1108/02634500510597283
   Google Scholar
• Archibald, R. B., Haulman, C. A., & Moody, C. E. J. (1983). Quality, price, advertising and published quality ratings. Journal of Consumer Research, 9(4), 347–356. https://doi.org/10.1086/208929
   Web of Science ®Google Scholar
• Baalbaki, S., & Guzmán, F. (2017). Customer-base brand equity. Routledge Companion Chapter.
   Google Scholar
• Baldauf, A., Cravens, K. S., Diamantopoulos, A., & Zeugner-Roth, K. P. (2009). The impact of product–country image and marketing efforts on retailer-perceived brand equity: An empirical analysis. Journal of Retailing, 85(4), 437–452. https://doi.org/10.1016/j.jretai.2009.04.004
   Web of Science ®Google Scholar
• Bainbridge, W. (1997). The Sociology of Religious Movements. Routledge.
   Google Scholar
• Baker, C., Nancarrow, C., & Tinson, J. (2005). The mind versus market share guide to brand equity. International Journal of Marketing Research, 47(5), 525–542.
   Google Scholar
• Baldauf, A., Cravens, K. S., & Binder, G. (2003). Performance consequences of brand equity management: evidence from organizations in the value chain. Journal of Product & Brand Management, 12(4), 220–236. https://doi.org/10.1108/10610420310485032
   Google Scholar
• Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influences of cause-related marketing on consumer choice: does one good turn deserve another? Journal of the Academy of Marketing Science, 28(2), 248–262. https://doi.org/10.1177/0092070300282006
   Web of Science ®Google Scholar
• Barth, M. E., Clement, M. N., Foster, G., & Kasznik, R. (1998). Brand values and capital market valuation. Review of Accounting Studies, 3(1/2), 41–68. https://doi.org/10.1023/A:1009620132177
   Google Scholar
• Bendixen, M., Bukasa, K. A., & Abratt, R. (2004). Brand equity in the business-to- business market. Industrial Marketing Management, 33(5), 371–380. https://doi.org/10.1016/j.indmarman.2003.10.001
   Web of Science ®Google Scholar
• Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76–88. https://doi.org/10.1509/jmkg.67.2.76.18609
   Web of Science ®Google Scholar
• Bhattacharya, C. B., Du, S., & Sen, S. (2005). Convergence of Interests–Producing Social and Business Gains Through Corporate Social Marketing, Center for Responsible Business, Working Paper Series, Paper 29, University of California.
   Google Scholar
• Bick, G. N. C. (2009). Increasing shareholder value through building customer and brand equity. Journal of Marketing Management, 25(1-2), 117–141. https://doi.org/10.1362/026725709X410061
   Google Scholar
• Bloom, P. N., Hussein, P. Y., & Szykman, L. R. (1997). The benefits of corporate social marketing initiatives. In M. E. Goldberg, M. Fishbein, and S. E. Middlestadt (Eds.), Social Marketing: Theoretical and practical perspectives (pp. 313–331). Lawrence Erlbaum Associates.
   Google Scholar
• Bray, J. (2008). Consumer Behavior Theory: Approachs and Models. Bournemouth University. Discussion Paper.
   Google Scholar
• Bravo, R., Fraj, E., & Matinez, F. (2007). Family as source of consumer-based brand equity. The Journal of Product and Brand Management, 16(3), 188–199.
   Google Scholar
• Brown, T. J., & Dacin, P. A. (1997). The company and the product: corporate associations and consumer product responses. Journal of Marketing, 61(1), 68–84. https://doi.org/10.1177/002224299706100106
   Web of Science ®Google Scholar
• Buil, I., Martínez, E., & de Chernatony, L. (2013a). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62–74. https://doi.org/10.1108/07363761311290849
   Google Scholar
• Buil, I., de Chernatony, L., & Martínez, E. (2013b). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115–122. https://doi.org/10.1016/j.jbusres.2011.07.030
   Web of Science ®Google Scholar
• Buil, I., de Chernatony, L., & Martínez, E. (2008). A Cross-National Validation of the Consumer-Based Brand Equity Scale. Journal of Product & Brand Management, 17(6), 384–392. https://doi.org/10.1108/10610420810904121
   Google Scholar
• Cai, Y., Zhao, G., & He, J. (2014). Influences of two modes of intergenerational communication on brand equity. Journal of Business Research, 68(3), 553–560. https://doi.org/10.1016/j.jbusres.2014.09.007
   Web of Science ®Google Scholar
• Calvo-Porral, C., Bourgault, N., Calvo Dopico, D. (2013). Brewing the Recipe for Beer Brand Equity. European Research Studies Journal, XVI (Issue 2), 82–97. https://doi.org/10.35808/ersj/390
   Google Scholar
• Chen, A. C. H. (2001). Using free association to examine the relationship between characteristics of brand associations and brand equity. Journal of Product and Brand Management, 10(7), 439–451.
   Google Scholar
• Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand effect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
   Web of Science ®Google Scholar
• Christodoulides, G., & De Chernatony, L. (2010). Consumer – based brand equity conceptualisation and measurement: A literature review. International Journal of Market Research, 52(1), 43–66. https://doi.org/10.2501/S1470785310201053
   Web of Science ®Google Scholar
• Cobb-Walgren, C. J., Ruble, C., & Donthu, N. (1995). Brand Equity, Brand Preference, and Purchase Intent. Journal of Advertising, 24(3), 25–40. https://doi.org/10.1080/00913367.1995.10673481
   Web of Science ®Google Scholar
• Davcik, N. S., Vinhas da Silva, R., & Hair, J. F. (2015). Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research. Journal of Product & Brand Management, 24(1), 3–17. https://doi.org/10.1108/JPBM-06-2014-0639
   Web of Science ®Google Scholar
• De Chernatony, L., & Cottam, S. (2006). Why are financial services brands not great? Journal of Product & Brand Management, 15(2), 88–97. https://doi.org/10.1108/10610420610658929
   Google Scholar
• De Chernatony, L., Cottam, S., & Segal-Horn, S. (2006). Communicating services brands’ values internally and externally. The Service Industries Journal, 26(8), 819–836. https://doi.org/10.1080/02642060601011616
   Web of Science ®Google Scholar
• Deighton, J. (1984). The interaction of advertising and evidence. Journal of Consumer Research, 11(3), 763–770. https://doi.org/10.1086/209012
   Web of Science ®Google Scholar
• Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 1–18. https://doi.org/10.1177/147078530304500103
   Web of Science ®Google Scholar
• Deshpande, S. (2016). Corporate social marketing: Harmonious symphony or cacophonous noise? Social Marketing Quarterly, 22(4), 255–263. https://doi.org/10.1177/1524500416674291
   Google Scholar
• Dilotsotlhe, N. (2021). Factors influencing the green purchase behaviour of millennials: An emerging country perspective. Cogent Business & Management, 8(1), 1908745. https://doi.org/10.1080/23311975.2021.1908745
   Web of Science ®Google Scholar
• Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.2307/3172866
   Web of Science ®Google Scholar
• Doyle, P. (2001). Shareholder-value-based brand strategies. Journal of Brand Management, 9(1), 20–30. https://doi.org/10.1057/palgrave.bm.2540049
   Google Scholar
• Drumwright, M. E. (1996). Company advertising with social dimension: The role of noneconomic criteria. Journal of Marketing, 60(4), 71–87. https://doi.org/10.1177/002224299606000407
   Web of Science ®Google Scholar
• Drumwright, M. E., & Murphy, P. E. (2001). Corporate societal marketing. In P. N. Bloom and G. T. Gundlach (Eds.), Handkook of Marketing and Society (pp. 162–183). Sage Publications.
   Google Scholar
• Du, S., Sen, S., & Bhattacharya, C. B. (2008). Exploring the social and business returns of a corporate oral health initiative aimed at disadvantaged Hispanic families. Journal of Consumer Research, 35(3), 483–494. https://doi.org/10.1086/588571
   Web of Science ®Google Scholar
• Dyson, P., Farr, A., & Hollis, N. S. (1996). Understanding, measuring, and using brand equity. Journal of Advertising Research, 36(6), 9–21.
   Web of Science ®Google Scholar
• Ebeid, A. Y. (2014). Distribution intensity, advertising, moneytary promotion, and customer-based brand equity: An applied study in Egypt. International Journal of Marketing Studies, 6(4), 113–122. https://doi.org/10.5539/ijms.v6n4p113
   Google Scholar
• EVBN (EU-Vietnam Business Network). (2016). Vietnam Diary Report 2016.
   Google Scholar
• Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy & Marketing, 10(2), 102–117. https://doi.org/10.1177/074391569101000206
   Web of Science ®Google Scholar
• Emery, B. (2012). Sustainable Marketing. Pearson.
   Google Scholar
• Epstein, M. J., & Westbrook, R. A. (2001). Linking actions to profits in strategic decision making. MIT Sloan Management Review, 42(Spring), 39–49.
   Google Scholar
• Farquhar, P. H., Julia, Y. H., & Yuji, I. (1991). Recognizing and measuring brand assets. Marketing Science Institute Working Paper Series, Report No. 91–119. Marketing Science Institute.
   Google Scholar
• Farris, P., Olver, J., & De Kluyver, C. (1989). The Relationship between distribution and market share. Marketing Science, 8(2), 107–128. https://doi.org/10.1287/mksc.8.2.107
   Web of Science ®Google Scholar
• Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An introduction to theory and research. Addison-Wesley.
   Google Scholar
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
   Web of Science ®Google Scholar
• Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143–163. https://doi.org/10.1177/1470593111403218
   Web of Science ®Google Scholar
• Gremler, D., & Brow, S. W. (1996). The Loyalty ripple effect: apreciating the full value of customers. International Journal of Service Industry Management, 10(3), 271–293. https://doi.org/10.1108/09564239910276872
   Google Scholar
• Grewal, D., Krishnan, R., Baker, J., & Borin, N. A. (1998). The effect of store name, brand name and price discounts on cosumer evaluation and purchase intentions. Journal of Retailing, 74(3), 331–352. https://doi.org/10.1016/S0022-4359(99)80099-2
   Web of Science ®Google Scholar
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Prentice Hall.
   Google Scholar
• Heidarzadeh, K., & Zarbi, S. A. (2008). The affect of selected marketing mix elements on brand equity. Jounal of Marketing Management, 3(5), 21–58.
   Google Scholar
• Hiscock, J. (2001). Most trusted brands. Journal of Marketing, 1(March), 32–33.
   Google Scholar
• Hoang, T. P. T., Hoang, T., & Chu, N. M. N. (2010). Developing measurements of brand equity in the service market. University of Economics Ho Chi Minh City.
   Google Scholar
• Hoeffler, S., Bloom, P., Keller, K. L., & Meza, C. E. (2006). How social–cause marketing affects consumer perceptions. MIT Sloan Management Review, 47(2), 49–55.
   Web of Science ®Google Scholar
• Hoeffler, S., & Keller, K. L. (2002). Building brand equity throught corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78–89. https://doi.org/10.1509/jppm.21.1.78.17600
   Web of Science ®Google Scholar
• Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common repeat purchase product. Journal of Consumer Research, 17(2), 141–148. https://doi.org/10.1086/208544
   Web of Science ®Google Scholar
• Hsieh, M. (2004). Measuring global brand equity using cross–national survey data. Journal of International Marketing, 12(2), 28–57. https://doi.org/10.1509/jimk.12.2.28.32897
   Web of Science ®Google Scholar
• Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
   Web of Science ®Google Scholar
• Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92–99. https://doi.org/10.1016/j.jbusres.2011.02.003
   Web of Science ®Google Scholar
• Inoue, Y., & Kent, A. (2014). A conceptual framword for understanding the effects of corporate social marketing on consumer behavior. Journal of Business Ethics, 121(4), 621–633. https://doi.org/10.1007/s10551-013-1742-y
   Web of Science ®Google Scholar
• Inoue, Y., & Kent, A. (2012). Investigating the role of corporate credibility in corporate social marketing: A case study of environtmental initiatives by professional sport organizations. Sport Management Review, 15(3), 330–344. https://doi.org/10.1016/j.smr.2011.12.002
   Web of Science ®Google Scholar
• Interbrand. (2018). Brave Brands are Trust Brands. https://www.interbrand.com/best-brands/best-global-brands/2018/articles/brave-brands-are-trusted-brands/.
   Google Scholar
• Jafari Drabjerdi, J., Arabi, M., & Haghighikhah, M. (2016). Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products. International Journal of Business and Management, 11(4), 265–273. https://doi.org/10.5539/ijbm.v11n4p265
   Google Scholar
• Kanta WorldPanel. (2016/2019). 2109. Insigh Hanbook 2016; Insigh Hanbook 2019.
   Google Scholar
• Kapferer, J.-N. (2008). The New Strategic Brand Management: creating and sustaning brand equity long (4th ed). Kogan Page.
   Google Scholar
• Kapferer, J.-N. (1997). Strategic Brand Management., Great Britain, Kogan Page.
   Google Scholar
• Kartono, B., & Rao, V. R. (2009a). Linking consumer-based brand equity to market performance: An integrated approach to brand equity management. Johnson School Research Paper Series No. 23–09.
   Google Scholar
• Kartono, B., & Rao, V. R. (2009b). Brand equity measurement: Comparative review and a normative guide. Johnson School Research Paper Series No. 24–09.
   Google Scholar
• Karunanithy, M., & Sivesan, S. (2013). An empirical study on the promotional mix and brand equity: mobile service providers. Industrial Engineering Letters, 3, 1–9.
   Google Scholar
• Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740–759. https://doi.org/10.1287/mksc.1050.0153
   Web of Science ®Google Scholar
• Keller, K. L., & Lehmann, D. R. (2003). How do brands create value? Marketing Management, 12(3), 26–31.
   Google Scholar
• Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595–600. https://doi.org/10.1086/346254
   Web of Science ®Google Scholar
• Keller, K. L. (2008). Strategic Brand Management: Building, Measuring and Managing Brand Equity., (3rd ed.). Prentice Hall.
   Google Scholar
• Keller, K. L. (2006). Measuring brand equity. In R. Grover and M. Vriens (Eds.), Handbook of marketing research – Do’s and don’ts. Sage.
   Google Scholar
• Keller, K. L. (1993). Conceptualizing, measuring, and managing consumer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
   Web of Science ®Google Scholar
• Kim, J. H., & Hyun, Y. J. (2011). A model to investigate the influence of marketing-mix on brand equity in the IT software sector. Industrial Marketing Management, 40(3), 424–438. https://doi.org/10.1016/j.indmarman.2010.06.024
   Web of Science ®Google Scholar
• Kim, H-b., Gon Kim, W., & An, J. A. (2003). The Effect of Consumer- Based Brand Equity on Firms’ Financial Performance. Journal of Consumer Marketing, 20(4), 335–351. https://doi.org/10.1108/07363760310483694
   Google Scholar
• Kirmani, A., & Wright, P. (1989). Money talks: Perceived advertising expense and expected product quality. Journal of Consumer Research, 16(3), 344–353. https://doi.org/10.1086/209220
   Web of Science ®Google Scholar
• Koçak, A., Abimbola, T., & Özer, A. (2007). Consumer brand equity in a cross- cultural replication: An evaluation of a scale. Journal of Marketing Management, 23(1-2), 157–173. https://doi.org/10.1362/026725707X178611
   Google Scholar
• Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132–135. https://doi.org/10.1509/jmkg.75.4.132
   Web of Science ®Google Scholar
• Kotler, P. (2009). Marketing management (1st ed.). Prentice Hall International.
   Google Scholar
• Kotler, P. (1972). What consumerism means for marketers. Harvard Business Review, 50(May/June), 48–57.
   Web of Science ®Google Scholar
• Kotler, P., Armstrong, G., & Opresnik, M. O. (2021). Principles of marketing (18th ed.). Pearson Education, Ltd., Prentice Hall.
   Google Scholar
• Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education, Ltd., Prentice Hall.
   Google Scholar
• Kotler, P., Hesseikel, D., & Lee, N. (2012). Good Works! Marketing and Corporate Initiatives That Build a Better World … and the Bottom Line. Wiley.
   Google Scholar
• Kotler, P., & Lee, N. (2005). Best of breed: When it comes to gaining a market edge while supporting a social cause, ‘‘corporate social marketing’’ leads the pack. Social Marketing Quarterly, 11(3-4), 91–103. https://doi.org/10.1080/15245000500414480
   Google Scholar
• Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35(3), 3–12.
   PubMed Web of Science ®Google Scholar
• Kim, Y., & Choi, S. M. (2005). Antecedents of Green Purchase Behavior: An Examination of Collectivism, Environmental Concern, and PCE. Advances in Consumer Research, 32, 592–599.
   Google Scholar
• Krishnan, H. S. (1996). Characteristics of memory associations: a consumer-based brand equity perspective. International Journal of Research in Marketing, 13(4), 389–405. https://doi.org/10.1016/S0167-8116(96)00021-3
   Google Scholar
• Kumar, R., Dash, S., & Purwar, P. (2013). The nature and antecedents of brand equity and its dimensions. Marketing Intelligence & Planning, 31(2), 141–159. https://doi.org/10.1108/02634501311312044
   Google Scholar
• LaBahn, D. W., & Kohli, C. (1997). Maintaining client commitment in advertising agency-client relationships. Industrial Marketing Management, 26(6), 497–508. https://doi.org/10.1016/S0019-8501(97)00025-4
   Web of Science ®Google Scholar
• Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring consumer-based brand equity. Journal of Consumer Marketing, 12(4), 11–19. https://doi.org/10.1108/07363769510095270
   Google Scholar
• Lee, E. M., Park, S. Y., Rapert, M. I., & Newman, C. L. (2011). Dose perceived consumer fit matter in corporate social responsibility issues? Journal of Business Research, 65(11), 1558–1564. https://doi.org/10.1016/j.jbusres.2011.02.040
   Web of Science ®Google Scholar
• Lefebvre, R. C. (2012). Transformative social marketing: co-creating the social marketing discipline and brand. Journal of Social Marketing, 2(2), 118–129. https://doi.org/10.1108/20426761211243955
   Google Scholar
• Lefebvre, R. C. (2011). An integrative model for social marketing. Journal of Social Marketing, 1(1), 54–72. https://doi.org/10.1108/20426761111104437
   Google Scholar
• Lehmann, D. R., Keller, K. L., & Farley, J. U. (2008). The structure of survey–based brand metrics. Journal of International Marketing, 16(4), 29–56. https://doi.org/10.1509/jimk.16.4.29
   Web of Science ®Google Scholar
• Li, S., & Jaharuddin, N. S. (2021). Influences of background factors on consumers’ purchase intention in China’s organic food market: Assessing moderating role of word-of-mouth (WOM). Cogent Business & Management, 8(1), 1-26. https://doi.org/10.1080/23311975.2021.1876296
   Web of Science ®Google Scholar
• Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effects of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68(4), 16–32. https://doi.org/10.1509/jmkg.68.4.16.42726
   Web of Science ®Google Scholar
• Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1–18. https://doi.org/10.1509/jmkg.70.4.001
   Web of Science ®Google Scholar
• Martin, D., & Schouten, J. (2012). Sustainable Marketing. Peason.
   Google Scholar
• Milgrom, P., & Roberts, J. (1986). Price and advertising signals of product quality. Journal of Political Economy, 94(4), 796–821. https://doi.org/10.1086/261408
   Web of Science ®Google Scholar
• Mizik, N., & Jacobson, R. (2009). Valuing branded businesses. Journal of Marketing, 73(6), 137–153. https://doi.org/10.1509/jmkg.73.6.137
   Web of Science ®Google Scholar
• Meyer, H. (1999). When the Cause is Just. Journal of Business Strategy, 20(6), 27–31. https://doi.org/10.1108/eb040042
   Google Scholar
• Naggar, N. A., & Bendary, N. (2017). The Impact of Experience and Brand trust on Brand loyalty, while considering the mediating effect of brand Equity dimensions, an empirical study on mobile operator subscribers in Egypt. The Business and Management Review, 9(2), 16–26.
   Google Scholar
• Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209–224. https://doi.org/10.1016/S0148-2963(01)00303-4
   Web of Science ®Google Scholar
• Nguyen, D. T., Nigel, J. B., & Kenneth, E. M. (2011). Brand loyalty in emerging markets. Marketing Intelligence & Planning, 29(3), 222–232. https://doi.org/10.1108/02634501111129211
   Google Scholar
• Nguyen, D. T., & Nguyen, T. M. T. (2011). Brand value in the consumer goods market. In Scientific Research Marketing: Application of SEM model (pp. 3–85). Labor Publishing House.
   Google Scholar
• Nguyen, D. T., & Nguyen, T. M. T. (2009). Scientific research in Business Administration. Statistical Publishing.
   Google Scholar
• Nguyen Viet, B., & Nguyen Anh, T. (2021). The role of selected marketing mix elements in consumer based brand equity creation: milk industry in Vietnam. Journal of Food Products Marketing, 27(2), 72–88. https://doi.org/10.1080/10454446.2021.1892007
   Web of Science ®Google Scholar
• Nielsen. (2017). The Corporate Sustainability Report_ 2017. https://www.nielsen.com/vn/vi/insights/report/2017/nielsen-csr-2017/#.
   Google Scholar
• Oliveira, M. O. R., Silveira, C. S., & Luce, F. B. (2015). Brand equity estimation model. Journal of Business Research, 68(12), 2560–2568. https://doi.org/10.1016/j.jbusres.2015.06.025
   Web of Science ®Google Scholar
• Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: improving the measurement – empirical evidence. Journal of Product & Brand Management, 14(3), 143–154. https://doi.org/10.1108/10610420510601012
   Google Scholar
• Phils, J. A., Jr., Deiglmeier, K., & Miller, D. T. (2008). Rediscovering social innovation. Stanford Social Innovation Review,6(4), 34–43.
   Google Scholar
• Power, J., Whelan, S., & Davies, G. (2008). The attractiveness and connectedness of ruthless brands: the role of trust. European Journal of Marketing, 42(5/6), 586–602. https://doi.org/10.1108/03090560810862525
   Web of Science ®Google Scholar
• Rajh, E., & Ozretić Došen, Đ. (2009). The effect of marketing mix elements on service brand equity. Economic Research-Ekonomska Istraživanja, 22(4), 69–83. https://doi.org/10.1080/1331677X.2009.11517392
   Web of Science ®Google Scholar
• Ramos, A. F. V., & Franco, M. J. S. (2005). The impact of marketing communication and price promotion on equity brand. Journal of Brand Management, 12(6), 431–444.
   Google Scholar
• Saydan, R. (2013). Relationship between Country of Origin Image and Brand Equity: An Empirical Evidence in England Market. International Journal of Business and Social Science, 4(3), 78–88.
   Google Scholar
• Schumacker, R. E., & Lomax, R. G. (2004). A beginner’s guide to structural equation modeling. Psychology Press.
   Google Scholar
• Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225–243. https://doi.org/10.1509/jmkr.38.2.225.18838
   Web of Science ®Google Scholar
• Shariq, M. (2018). A study of brand equity and marketing mix constructs scales invariance in UAE. International Journal of Scientific and Research Publications, 8(4), 286–296.
   Google Scholar
• Shimp, T. A. (1997). Advertising, promotion and supplemental aspects of integrated marketing communications (4th ed.). Dryden.
   Google Scholar
• Shocker, A. D., & Weitz, B. (1988). A perspective in brand equity principle and issues. Vol. Report: 88–104. MSI (Ed.).
   Google Scholar
• Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: a financial approach. Marketing Science, 12(1), 28–52. https://doi.org/10.1287/mksc.12.1.28
   Web of Science ®Google Scholar
• Slotegraaf, R. J., & Pauwels, K. (2006). Growing small brands: does a brand’s equity and growth potential affects its long- term productivity?. Marketing Science Institute Working Paper Series., 06–004, MSI, 43-66.
   Google Scholar
• Srinivasan, V., Park, C. S., & Chang, D. R. (2005). An approach to the measurement, analysis, and prediction of brand equity and its sources. Management Science, 51(9), 1433–1448. https://doi.org/10.1287/mnsc.1050.0405
   Web of Science ®Google Scholar
• Su, J., & Tong, X. (2015). Brand personality and brand equity: evidence from the sportwear industry. Journal of Product & Brand Management, 24(2), 124–133. https://doi.org/10.1108/JPBM-01-2014-0482
   Web of Science ®Google Scholar
• Thanh, T. L., Huan, N. Q., & Hong, T. T. T. (2021). Effects of corporate social responsibility on SMEs’ performance in emerging market. Cogent Business & Management, 8(1) https://doi.org/10.1080/23311975.2021.1878978
   Web of Science ®Google Scholar
• Tong, X., & Hawley, J. M. (2009a). Creating brand equity in the Chinese clothing market: The effect of selected marketing activities on brand equity dimensions. Journal of Fashion Marketing and Management: An International Journal, 13(4), 566–581. https://doi.org/10.1108/13612020910991411
   Google Scholar
• Tong, X., & Hawley, J. M. (2009b). Measuring customer – based brand equity: Empirical evidence from the sportswear market in china. Journal of Product & Brand Management, 18(4), 262–271. https://doi.org/10.1108/10610420910972783
   Google Scholar
• Truong, V. D., & Hall, C. M. (2016). Corporate social marketing in tourism: To sleep or not to sleep with the enemy? Journal of Sustainable Tourism, 25(7), 884–902. https://doi.org/10.1080/09669582.2016.1201093
   Web of Science ®Google Scholar
• Truong, V. D., & Hall, C. M. (2013). Social marketing and tourism: What is the evidence? Social Marketing Quarterly, 19(2), 110–135. https://doi.org/10.1177/1524500413484452
   Google Scholar
• Vázquez, R., del Río, A. B., & Iglesias, V. (2002). Consumer-based brand equity: Development and validation of a measurement instrument. Journal of Marketing Management, 18(1-2), 27–48. https://doi.org/10.1362/0267257022775882
   Google Scholar
• Vietnam, F. (2022). https://forbes.vn/25-thuong-hieu-cong-ty-fb-dan-dau/>
   Google Scholar
• VIRAC. (2019). Vietnam Industry Research And Consultancy. https://viracresearch.com/industry/dairy-industry-comprehensive-report-q4-2018/.
   Google Scholar
• VIRAC. (2020). Vietnam Industry Research And Consultancy. https://viracresearch.com/industry/vietnam-dairy-industry-comprehensive-report-q4-2019/.
   Google Scholar
• Vo, T. Q., & Le, V. P. (2016). Consumers’ perception towards corporate social responsibility and repurchase intention. Industrial Engineering and Management Systems, 15(2), 174–181.
   Google Scholar
• Washburn, J. H., & Plank, R. E. (2002). Measuring brand equity: An evaluation of a consumer-based brand equity scale. Journal of Marketing Theory and Practice, 10(1), 46–62. https://doi.org/10.1080/10696679.2002.11501909
   Google Scholar
• Wheale, P., & Hinton, D. (2007). Ethical consumers in search of markets. Business Strategy and the Environment, 16(4), 302–315. https://doi.org/10.1002/bse.484
   Google Scholar
• Yannopoulou, N., Koronis, E., & Elliott, R. (2011). Media amplification of a brand crisis and its effects on brand trust. Journal of Marketing Management, 27(5-6), 530–546. https://doi.org/10.1080/0267257X.2010.498141
   Google Scholar
• Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211. https://doi.org/10.1177/0092070300282002
   Web of Science ®Google Scholar
• Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18(1), 20–31. https://doi.org/10.1002/sd.394
   Web of Science ®Google Scholar
• Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
   Web of Science ®Google Scholar