BIC Algorithm for Heineken Brand Awareness in Vietnam Market

Abstract

The building to recognize the Heineken brand in the international market and the Vietnamese Market in particular, in the current period, has a lot of potentials, but still many potential challenges. The author has based on the theoretical basis got from previous studies and specific information from recent research papers to propose a research model comprising 5 independent factors: (1) Perceived quality, (2) Brand image, (3) Price, (4) Loyalty, (5) Brand association and a dependent variable is Brand awareness in Vietnam market. Analytical data was collected through an online survey with 196 samples. The analysis results show that 5 factors all have a positive influence on the brand awareness of Heineken in the Vietnam market. Perceived quality (PQ), Loyalty (LOY), Brand image (BI), Brand association (BA), and Price (PE) impact Brand awareness (BAW) is 28.8. BIC finds the optimal choice and five variables have a probability of 70.7%. From there, we give the necessary and management implications for each factor to help managers help businesses improve and improve efficiency and make customers remember the Heineken brand. This study uses the optimal choice of the BIC Deep Learning Algorithm for Heineken brand awareness in Vietnam Market.