EFFECTS OF CORPORATE MARKETING STRATEGY, BRAND AWARENESS, AND PERCEIVED QUALITY ON BRAND EQUITY FOR ACCOUNTING SERVICE

Abstract

Brand equity and trust are consistently the most important antecedents to both behavioral and attitudinal forms of customer loyalty (Taylor et al., 2004). Accounting service refers to a service that offers bookkeeping, accounting, and reporting in alignment with both local and international accounting regulations. These services possess unique qualities, necessitating the service providers to establish themselves as reputable entities. It is crucial for them to maintain their brand equity to attract and retain customers. Thus, the study aims to identify and measure the influence of marketing mix, brand awareness, and perceived quality on brand equity for accounting services in Thanh Hoa province, Vietnam. Quantitative data were collected, including 385 businesses using accounting services at all levels across the country. The research results show that all elements of the marketing mix (product quality, price, distribution, and advertising), brand awareness, and perceived quality have a positive impact on brand equity for accounting services in Thanh Hoa province. The study also contributes some policy implications to help accounting service providers enhance their brand equity and then maintain customer satisfaction and customer loyalty.