3.1.

Questionnaire design
F
irst of
all,
the
questi
onnaire is designed to collect the data from users. Closed-ended questions are used where users
could decide to rate the situation in along the scale continuum.
The questionnaire is divided into two parts. The first one includes questions on brand
equity and its elements. The seconds one consists of several demographic questions in order to
collect users basic information . The Likert scale is applied to measure the strength of each
factor. The Likert scale, with reference to Cooper et al. (2006), is the most frequently used tool
for summated rating scale. Respondents are asked to rate the agreement among 5 statements
expressing either a favorable or an unfavorable attitude toward the object of interest, which are:
1 = Strongly Disagree
2 = Disagree
3 = Neutral
4 = Agree
5 = Strongly Disagree



Table 4. Summary of measurement scale

CODE Variables Sources
Brand
awareness
BAW1 1. I easily recognize some characteristics
of KFC dishes as mentioned.
(Keller 2008)
BAW2 2. I easily remember the logo, images of
KFC.
(Keller 2008)
BAW3 3. I think of KFC when I think about fast
food.
(Keller 2008)
Brand
association
BAS1 4. KFCs image is very unique compared
to other fast food brands on the market.
(Keller 2008)
BAS2 5. KFC is a premium brand in the
market.
(Keller 2008)
BAS3 6. I love people seeing me when I have
meals in KFC stores as a premium
brand.
(Keller 2008)
Perceived
quality
PQ1 7. KFC's products suits my taste. Aaker (1991)
PQ2
8. KFC products are diversified.
Aaker (1991)
PQ3 9. Service quality at KFC stores are
well-satisfied.
Aaker (1991)
PQ4 10. I strongly believe in the quality of Aaker (1991)
KFC products
Brand
loyalty
BL1 11. I go to KFC store when I want to use
fast food.
Assael (1992);
Samuelsen Sanvik
(1997)
BL2 12. I frequently eat at KFC stores. Assael (1992);
Samuelsen Sanvik
(1997)
BL3 13. I do not care about the other brands
but KFC.
Assael (1992);
Samuelsen Sanvik
(1997)
BL4 14. I am willing to buy KFC despite of
its higher price, as long as in the
acceptable range.
Assael (1992);
Samuelsen Sanvik
(1997)
Store
Location
SL1 15. The KFC stores are conveniently
located to customers.
(Maryann P.
Feldman, Aydan S.
Kutay, 1997)
SL2 16. I easily found a KFC store
everywhere.
(Maryann P.
Feldman, Aydan S.
Kutay, 1997)

3.2.
Samp
ling
S
ampli
ng is
concer
ned as
the
selecti
on of
a
group
of
indivi
duals
from a statistical population to draw the characteristics of that entire population (Parasuranaman
et al., 2004, p.356). A conclusion resulting from the sample about the population could be able
to achieve the research objective (Saunders et al., 2007)
According to Hair (2006), to ensure the researchs reliability, the sample size required is
n>=100 and n >=5k with k: number of variables. Since we have the sample size of 203 (users
from the fanpage), the research can be reasonably conducted.
Gorsuch (1983, p.332) and Hatcher (1994, p. 73) suggested a minimum ratio of subject:
variable is at least 5:1 in EFA, the higher ratios would be more appropriated. For the study, the
number of variables is supposed to be 20, so the sample size of 203 gives the approximate ratio
of 10:1.
SL3 17. I choose KFC because of its Store
Location.
(Maryann P.
Feldman, Aydan S.
Kutay, 1997)
Brand
equity
BE1 18. I still prefer KFC if other stores are
selling the same quality food as KFC
Aaker (1991)
BE2 19. I still choose KFC if other stores are
selling these dishes taste like KFC.
Aaker (1991)
BE3 20. If other stores are not differentiated
to KFC, KFC is a better choice.
Aaker (1991)
Moreover, Comfrey and Lee (1992) recommended that the adequacy of sample size
might be evaluated very roughly on the following scale: 50- very poor; 100-poor; 200-fair; 300-
good (p.217). Therefore, the size of 203 samples is assumed to be suitable for this study.
3.3. Pilot study
In order to provide clarity for the questionnaire as well as to ensure better understanding
for participants, a test is conducted before the final questionnaire administered. There were 18
users being approach to answer the questions and give comments about the quality of the
questionnaire. Most of respondents reported that they had no difficulties in answering the
questions, the others pointed out some lack information. Accordingly, the questionnaire has been
altered a little bit and the next stage was conducted.
3.4. Data collection
The target group of respondents for this survey is users of KFC Vietnam fanpage. They
have been approach via message box on their Facebook. The researcher will send the
questionnaire to each selected users on the fanpage.
There were totally 246 questionnaires sent to users. The returned questionnaires were
217, yielding a response rate of 88.21%. In the analysis process, there were 14 questionnaires not
usable for data analysis because of either missing answers, users aged more than 40 or who never
eat fast food, so they had been deleted. Afterwards, all acceptable 203 questionnaires were
entered and analyzed with the SPSS software version 20.
3.5. Data analysis method
Data that put into the SPSS would used through 4 kind of tests.
3.6.1. Descriptive Statistics
Descriptive statistics was initially conducted to describe main features of the sample. It
would transform the process of raw data to a completed form which provides information for
describing a set of factors under the same condition. It also provides frequencies as well as
measures central tendency and dispersion.
3.6.2. Reliability Test
The reliability test is evaluated by using Cronbachs alpha. With reference to Canvana et
al. (2001), Cronbachs alpha is a coefficient of internal consistency. It is commonly used to
estimate the reliability of a sample. The theoretical alpha value varies from 0 to 1. According to
Nunnually and Bernstein (1994), if the reliability of scale varies from 0.70 to 0.8, it was good.
The Cronbachs alpha >= 0.60, scale is acceptable in terms of reliability. An observed variable is
accepted if its item-total correlation is greater than 0.30. If the variables are lower than 0.3, they
would be removed (Nunnally & Bernstein, 1994). Datas were firstly tested with reliability test
and the retained variables, afterwards, were put into EFA.
3.6.3. Exploratory Factor Analysis (EFA)
Exploratory Factor analysis explains and compares the way each respondent think of the
suggestion that definite items are involved in specific factors (Cavana et al, 2001). For the study,
this technique is applied to identify critical factors determining brand equity.
Moreover, in analysis process, two other factors must be taken into considerations which
are Barletts test of Sphericity and Kaiser-Meyer-Olkin (KMO) and Factor loading. Firstly,
KMO measurement was adopted to determine the appropriateness of data. If the value of KMO
ranges between 0.6 and 1.0, it is assumed to be appropriated. Otherwise, KMO below 0.6 might
not be appropriated.

Secondly, factor loading means the correlation of each item and the factor. The loadings
are considered practically significant if it is from +/-0.50 or greater. Otherwise, all loadings
(<0.5) are deleted (Hair et al., 1998). After conducting EFA, the Cronbachs alpha was
recalculated for the factor whose items were eliminated.

3.6.4. Linear Regression Analysis

Multiple linear regressions are a statistic method used to describe relationship between a
dependent variable and independent variables by fitting a linear equation to observed data.
Consequently, regression analysis could simply involve one dependent variable and one
independent variable or multiple involving one dependent variable and two or more independent
variables. Thus, it was applied to indicate how much of the variance in brand equity is explained
by the set of its dimensions.