Employing netnography approach to describe brand image from customers’ perspectives - The case of The Cocoon Original Vietnam

Xuan Thi Thanh Le and Uyen Bao Ly
Additional contact information
Xuan Thi Thanh Le: Ho Chi Minh City University of Technology, Ho Chi Minh City, Vietnam
Uyen Bao Ly: Ho Chi Minh City University of Technology, Ho Chi Minh City, Vietnam

HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 2024, vol. 14, issue 2, 64-78

Abstract: The present study is proposed based on two important practical issues. First, brand image is one essential aspect of building the brand of a business. Second, with the development of the internet, social media has become a revolution for people worldwide to communicate, connect, create, and share their content and opinions in a dynamic and flexible way. Customers use their social networks to discuss online their reviews, and recommendations regarding product quality and customer service of a brand. Based on these two practical issues, the present study employs Netnography as the research method to explore aspects of the brand image of Cocoon from customers’ perspectives, with the following objectives: (1) explore aspects of Cocoon’s brand image, (2) describe customers’ perspective of these aspects, and (3) propose suggestions for Cocoon to improve its brand image from the viewpoint of customers. The study is conducted by combining in-depth interview data and Netnography data. Then the thematic analysis is undertaken as an approach to Analysing data. The research findings result from the interviews with 07 customers and Netnography data from 49 posts on 08 communities on Facebook. Among 15 explored aspects of Cocoon’s brand, there are 08 aspects of Cocoon, which are reviewed and discussed frequently, including quality, reputation, price, packaging, brand aspects, usefulness, influencer marketing, and seeding. Based on the research findings, several solutions are proposed to improve its brand image for Cocoon.

Keywords: brand image; in-depth interview; Netnography; thematic analysis; Vietnam (search for similar items in EconPapers)
JEL-codes: M00 M10 M30 M31 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2538/2077 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bjw:econen:v:14:y:2024:i:2:p:64-78

DOI: 10.46223/HCMCOUJS.econ.en.14.2.2538.2024

Access Statistics for this article

HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION is currently edited by Nguyen Thuan

More articles in HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION from HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY
Bibliographic data for series maintained by Vu Tuan Truong ().