Zalo brand image research PDF

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Table of Contents BACKGROUND ........................................................................................................................................2 OVERVIEWS...............................................................................................................................................2 DEFINITIONS..............................................................................................................................................2 OBJECTIVES...............................................................................................................................................2 RESEARCH QUESTIONS..................................................................................................................................2 HYPOTHESES..............................................................................................................................................3 METHODOLOGY .....................................................................................................................................3 RESEARCH DESIGN.......................................................................................................................................3 SAMPLE AND POPULATION............................................................................................................................4 DATA COLLECTION.......................................................................................................................................4 RESEARCH QUESTION VARIABLES.....................................................................................................................4 FINDINGS AND DISCUSSIONS .................................................................................................................5 LIMITATIONS ...........................................................................................................................................7 REFERENCES...............................................................................................................................................8

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Background Overviews Released by VNG in 2012, Zalo is the leading instant messaging (IM) app in Vietnam. According to a recent research by Philia Group, this is the secondly most popular app in Vietnam (Nguye, 2019). By the end of 2018, Zalo reached the milestone of 100 million users, which shows the brand’s capability to dominate Vietnam messaging app across different ages, gender and region. Zalo’s users, 35 percent of them are in group of under 23. This significant figure suggests that it is necessary to have in-depth insights into purchase behaviors of people in Generation Z (Adtima, 2019). The purpose of this paper, therefore, is to analyze the relationship between brand image and its customer’s brand choice intention.

Definitions Brand image, according to Natarajan and Sudha (2016), is the brand content that is purchased by customers. Factors embed in the brand image include visual appeal, functionality, popularity, ease of use and the overall value that customers purchase from the customers. The brand picture images of different connections in the minds of customers - strengths, advantages and attributes. The physical and psychological characteristics of the company that consumers have are brand attributes. They can be philosophical or concrete. This is the basis for the brand choice intention. The impression of the customer of a brand image of a product is so strong that their goal might be to buy a high brand image product. According to Lu et al. (2015), brand choice intention is the result of a brand equity, in which brand image is a component.

Objectives There are mainly two objectives of this paper: -

To investigate into the demands and brand choice behavior of people in generation Z

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To examine the relationship between brand image (i.e., its elements) and the brand choice intention

Research questions Descriptive research questions: 2

What are the demands toward an IM app of Vietnamese young users?

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What is the key competitive advantage of Zalo’s brand compared to others? How does brand image influence the brand choice intention?

Inferential research question -

Is there a significant relationship between visual appeal and brand choice intention? Is there a significant relationship between ease of use and brand choice intention? Is there a significant relationship between functionality and brand choice intention? Is there a significant relationship between popularity and brand choice intention?

Hypotheses Hypothesis 1: H0: There is no relationship between visual appeal and brand choice intention. Ha (two-tailed): There is a significant relationship visual appeal and brand choice intention. Ha (one-tailed): Visual appeal positively influences brand choice intention. Hypothesis 2: H0: There is no relationship between ease of use and brand choice intention Ha (two-tailed): There is a significant relationship between ease of use and brand choice intention. Ha (one-tailed): Ease of use positively influences brand choice intention. Hypothesis 3: H0: There is no relationship between functionality and brand choice intention Ha (two-tailed): There is a significant relationship between functionality and brand choice intention. Ha (one-tailed): Functionality positively influences brand choice intention. Hypothesis 4: H0: There is no relationship between popularity and brand choice intention Ha (two-tailed): There is a significant relationship between popularity and brand choice intention. Ha (one-tailed): Popularity positively influences brand choice intention.

Methodology Research design The paper’s findings are based on primary quantitative research including descriptive exploratory and correlational exploratory to collect data. 3

Sample and population The paper covers the behaviours of young Internet users in Vietnam. They are people in Generation Z who were born in or after 1997. Particularly, the sample characteristics are as follow: -

Sample size: 96

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Gender: male and female

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Age: 23 and under

Data collection The survey is created and reported using Qualtrics. After being collected online via emails and anomynous links, the data is then analyzed with Excel.

Research question variables No

Variable

Question

. 1

Age

Which age group are you in?

2

Gender

What is your gender?

3

Brand choice

Which of the following IM apps have you downloaded?

4

Familiarity

How familiar are you with Zalo?

5

History

When did you download Zalo?

6

Frequency

How often do you use Zalo?

7

Intention

Which are the purposes for your using Zalo?

8

Intention

Why did you choose to download Zalo?

9

Visual appeal

How do you rate the visual appeal of Zalo?

10

Ease of use

How do you rate the ease of use of Zalo?

11

Functionality

How do you rate the functionality of Zalo?

12

Popularity

How do you rate the popularity of Zalo?

13

Brand value

How good is the quality of Zalo?

14

Brand value

Overall, how well does Zalo fit your intention to download it?

15

Recommendation

How likely or unlikely are you to recommend Zalo to a friend? Table 1: Research question variables

4

Findings and discussions Vissual appeal 35 30 25 20 15 10 5 0

Not good at all

Slightly good

Moderately good

Very good

Extremely good

Figure 1: Opinions on Zalo’s visual appeal Hypothesis 1: There is no relationship between visual appeal and brand choice intention. As p-value is 0.080332171 > 0.05, there is not enough statistical evidence to reject the null hypothesis. That means that there is not evidence to conclude that there is a significant relationship between the visual appeal and brand choice intention.

Ease of use 20 18 16 14 12 10 8 6 4 2 0

Not easy at all

Slightly easy

Moderately easy

Very easy

Extremely easy

Figure 2: Opinions on Zalo’s ease of use Hypothesis 2: There is no relationship between ease of use and brand choice intention 5

As p-value is 0.000022418 < 0.05, there is enough statistical evidence to reject the null hypothesis. That means that there is evidence to conclude that there is a significant relationship between the ease of use and brand choice intention.

Functionality 35 30 25 20 15 10 5 0

Not good at all

Slightly good

Moderately good

Very good

Extremely good

Figure 3: Opinions on Zalo’s functionality Hypothesis 3: There is no relationship between functionality and brand choice intention As p-value is 0.006368921 < 0.05, there is enough statistical evidence to reject the null hypothesis. That means that there is evidence to conclude that there is a significant relationship between the functionality and brand choice intention.

Popularity 35 30 25 20 15 10 5 0

Not popular at all Slightly polular Moderately popular Very popular

Figure 1: Opinions on Zalo’s popularity 6

Extremely popular

Hypothesis 4: There is no relationship between popularity and brand choice intention As p-value is 0.012536222 < 0.05, there is enough statistical evidence to reject the null hypothesis. That means that there is evidence to conclude that there is a significant relationship between the popularity and brand choice intention. As it can be seen from the findings, three elements of brand image, which are ease of use, popularity and functionality significantly affect the brand choice intention when it comes to IM apps like Zalo among Generation Z users. In implication, Zalo can focus on these aspects to improve the brand image when targeting this group of customers.

Limitations One outstanding point in the research limitation is related to the data collection when there are several missing statistics of index while distributing the surveys. There are two versions of the collected data; therefore, they have to be merged and removed duplicates. Moreover, due to the timing and scale of the online survey, it represents a limitation of seriousness of survey respondents.

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References Adtima

2019,

Zalo

whitepaper

viewed

20

December

2020,

<

https://stc.adtima.vn/media/pdf/zalo-whitepaper-072419.pdf> Lu, A C C, Gursoy, D & Lu C Y 2015, “Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants”, International Journal of Hospitality Management , vol. 50, no. 1, p. 36-45. Natarajan, R & Sudha, V 2016, “A relationship between brand image and brand loyalty”, EPRA International Journal of Economic and Business review, vol. 4, no. 5, p. 139-145. Nguyen, D 2019, Facebook Messenger and Zalo in Vietnam, viewed 20 December 2020, < https://philiagroup.com/facebook-messenger-zalo-vietnam/>

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