An examination of selected marketing mix elements and brand relationship quality in transition economies: Evidence from Vietnam

Abstract

This study examines the role of selected marketing mix elements in brand relationship quality in a transition economy, Vietnam. A model that incorporates perceived quality, attitudes toward advertising and public relations, and brand relationship quality was tested with a sample of 477 consumers in Ho Chi Minh City, Vietnam. The results showed that perceived quality is a key factor affecting brand relationship quality. In addition, attitudes toward advertising and public relations have impacts on both perceived quality and brand relationship quality. These findings suggest that managers should establish and deliver high-quality brands and should incorporate brand relationship quality aspects in their advertising and public relations programs in order to build high-quality brand-consumer relationships. © Taylor & Francis Group, LLC.