Measuring Brand Equity of Kfc

VIETNAM NATIONAL UNIVERSITY – HOCHIMINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS

MEASURING BRAND EQUITY BASE ON THE FANPAGE USERS ON FACEBOOK. THE CASE OF KFC VIETNAM COMPANY.

In Partial Fulfillment of the Requirements of the Degree of BACHELOR OF ARTS in BUSINESS ADMINISTRATION

Student’s name: TO HAI DUONG (BAIU09171) Advisor: PhD. HO THI BICH VAN

Ho Chi Minh city, Vietnam 2013

MEASURING BRAND EQUITY BASE ON THE FANPAGE USERS ON FACEBOOK. THE CASE OF KFC VIETNAM COMPANY.

APPROVED BY: Advisor

APPROVED BY: Committee,

_____________________ PhD. Ho Thi Bich Van Ph.D. Nguyễn Quỳnh Mai

Ph.D. Hồ Thị Bích Vân

MBA.Kiều Anh Tài

Ph.D. Nguyễn Đức Trí

THESIS COMMITTEE

ii

ACKNOWLEDGMENTS

During the time working on this thesis, I have learned a lot of valuable lessons. I know myself cannot fulfill this work with just my limited experience alone. This is my pleasure to represent my hearty gratitude to all those who always is beside me to complete this thesis.

First of all, I would like to express my deepest gratefulness to my advisor, PhD. Ho Thi Bich Van, whose encouragement, guidance and support from the initial to the final stage enabled me to develop and understand this research. Additionally, thanks to her valuable advises, feedback, patience, knowledge, this study would have been completed. She also teaches me much new interesting knowledge during the time doing my thesis. Once again, from the bottom of my heart, I sincerely want to say thank you.

Moreover, I also would like to express my sincere appreciation to my professors and lecturers at School of Business Administration, International University for and training me during these four years. The knowledge and skills that I have make a huge contribution in completing this thesis.

Finally, I extend my thanks to my family for their love and supports. They are the strongest motivation for me to have this research completed. Their encouragement, beliefs and...