Brand equity of H&M x balmain as co-brand alliance and perception of facebook users in Vietnam / June Cheancharadpong = คุณค่าตราสินค้าของพันธมิตรตราสินค้า H&M x balmain และการรับรู้ของผู้ใช้เฟชบุ๊กในประเทศเวียดนาม / จูน เจียรจัสพงศ์
the objective of this research is to study the co-branding between H&M x Balmain, in which is analyzed as a marketing tool in enriching the brand equity of H&M throung its firm-based communication in digital space. the impacts of the co-branding alliance in Vietman are wxamined throung keller's consumer-based brand equity (CBBE) pyramid. This research is conducted through a qualitative research approach of content analysis, in which the data retrieved was analyzed, interpreted andcoded by the methods of in vivo coding in accordance to the context of vietman. The results of this research explains that a sufficient level of brand consistency must be achieved between the firm-based communication and user-generated content of fackbook users in Vietnam, in which are exemplified throung prominent key themes of brand awarness and brand associations. furthermore, the results also demonstrate the opinions of fackbook users in Vietnam through the key themes that indicates the core of the co-branding alliance, as well as criticisms, in regards to attitudes, the most prominent key themes include praises depicting a favorable attitude, while unfavorable attitude largely derives from the key theme of disappointment. And lastly the intention to purchase can be observed through the key thems of consumers exerting efforts to purchase the products through the H&M wesite and flagship stores, while the behavior of purchase buing key theme of fackbook users wearingthe products from the collection. in conclusion, the co-branding alliance between H&M and Balmain successful and is well-received in Vietnam where the enriched brand equity of H&M has successfully instilled a favorable perception among Vietnamese consumers
