Nghiên cứu tác động của marketing kể chuyện thương hiệu đến tài sản thương hiệu ô tô qua điều tiết của tính cách thương hiệu
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Abstract
The Vietnamese automobile sector is regarded as possessing significant growth potential, although it is also a fiercely competitive business. To attract customers and effectively position the brand, automakers endeavor to employ many marketing strategies, including contemporary digital marketing techniques and the creation of engaging promotional content, such as brand storytelling marketing. This study investigates the influence of brand storytelling marketing on consumer-based brand equity in the automotive sector, emphasizing the significant moderating role of brand personality. Data gathered from 256 relevant responses from individuals who purchased cars and engaged on social media platforms, analyzed using SmartPLS software, indicates that brand storytelling marketing positively influences automotive brand equity, moderated by brand personality. Consequently, the study suggests several pertinent management implications.
Tóm tắt
Ngành công nghiệp ô tô tại Việt Nam được đánh giá có tiềm năng phát triển mạnh mẽ, nhưng cũng là thị trường đầy tính cạnh tranh. Để thu hút khách hàng và định vị tốt thương hiệu, các hãng xe nỗ lực thực hiện nhiều giải pháp marketing truyền thông khác nhau bao gồm những phương thức tiếp thị kỹ thuật số hiện đại hay xây dựng các nội dung quảng bá hấp dẫn và sáng tạo, trong đó có marketing kể chuyện thương hiệu. Nghiên cứu này được thực hiện nhằm xem xét mối quan hệ tác động của marketing kể chuyện thương hiệu đối với tài sản thương hiệu ô tô dựa trên cảm nhận của người tiêu dùng qua vai trò điều tiết quan trọng của nhân tố tính cách thương hiệu. Với dữ liệu được thu thập từ 256 phản hồi hữu ích của những cá nhân đã từng mua xe ô tô có tham gia trên nền tảng truyền thông xã hội và được xử lý qua phần mềm SmartPLS, kết quả cho thấy marketing kể chuyện thương hiệu có tác động cùng chiều đến tài sản thương hiệu ô tô qua tác động điều tiết tích cực của tính cách thương hiệu. Trên cơ sở đó, một số hàm ý quản trị tương ứng đã được đề xuất trong nghiên cứu.
Article Details
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