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Commercial Bank Brand Management - Vietcombank Case Study - 25


5. Do you agree with the descriptions of Vietcombank's brand personality listed below?



Totally disagree


Protest

Moderate


Agree

Totally agree

Reality

1

2

3

4

5

sociable

1

2

3

4

5

Dare to take responsibility

1

2

3

4

5

Creative

1

2

3

4

5

Update

1

2

3

4

5

Credible

1

2

3

4

5

Success

1

2

3

4

5

Level

1

2

3

4

5

Strong

1

2

3

4

5

Maybe you are interested!

Commercial Bank Brand Management - Vietcombank Case Study - 25


6. Please rate the relationship between you and the transaction staff.



Totally disagree


Protest


Moderate


Agree


Totally agree

Friendly

1

2

3

4

5

Enthusiasm

1

2

3

4

5

Respect

1

2

3

4

5

Polite

1

2

3

4

5

Sincerely

1

2

3

4

5

Patient

1

2

3

4

5


Cooperate

1

2

3

4

5

Reputation

1

2

3

4

5



7. In your opinion, which of your personalities is expressed when using the Vietcombank brand?




Totally disagree


Protest


Moderate


Agree


Totally agree

Reality

1

2

3

4

5

sociable

1

2

3

4

5

Creative

1

2

3

4

5

Update

1

2

3

4

5

Credible

1

2

3

4

5

Success

1

2

3

4

5

High class

1

2

3

4

5

Strong

1

2

3

4

5


8. Mark your brand identity awareness level by circling the appropriate value.


Very poor

1

2

3

4

5

Very good


9. What communication channels do bank employees usually use to communicate with you?



Very

little




Very

much

Meeting

1

2

3

4

5

Phone

1

2

3

4

5

Letters

1

2

3

4

5

E-mail

1

2

3

4

5

Fax

1

2

3

4

5


Please provide some personal information below: Age:………………………………………………………………………………………………………… Gender:…………………………………………………………………….........

Thank you very much for your contribution!


APPENDIX 4: REGRESSION RESULTS


Table 1: Regression results of customer brand identity awareness level



(1)

PROBIT


(2)

TOBIT


Green and sustainable development for the community

copper


-0.200


**


-0.200


**


(0.086)


(0.086)


One of the two leading banks in Vietnam with great influence in the region


0.019



0.019



(0.091)


(0.091)


Become one of

The world's 300 largest financial groups by 2020


0.104



0.104



(0.095)


(0.095)


By 2030, become a powerful multi-functional financial group, on par with large financial groups.

in the area


0.156



0.156



(0.096)


(0.096)


Creative

-0.061


-0.061



(0.102)


(0.102)


Continuous development


-0.247


***


-0.247


***


(0.094)


(0.094)


Thoughtful, dedicated

0.013


0.013



(0.085)


(0.085)


Widely connected

0.080


0.080



(0.092)


(0.092)


Distinctive

-0.106


-0.106




(0.096)


(0.096)


Safe, secure

0.033


0.033



(0.100)


(0.100)


Trust

0.033


0.033



(0.095)


(0.095)


Standard

0.032


0.032



(0.093)


(0.093)


Ready to innovate

-0.000


-0.000



(0.096)


(0.096)


Sustainable

0.050


0.050



(0.098)


(0.098)


Humanities

0.138


0.138



(0.093)


(0.093)


Leading retail bank


0.169


*


0.169


*


(0.099)


(0.099)


Wholesale banking ranked 2nd


-0.151



-0.151



(0.103)


(0.103)


Reality

-0.185

**

-0.185

**


(0.094)


(0.094)


sociable

0.133


0.133



(0.103)


(0.103)


Dare to take responsibility


-0.148



-0.148



(0.099)


(0.099)


Creative

-0.085


-0.085



(0.106)


(0.106)


Update

0.082


0.082



(0.090)


(0.090)


Credible

0.022


0.022



(0.100)


(0.100)


Success

-0.001


-0.001



(0.098)


(0.098)


Level

0.081


0.081



(0.104)


(0.104)


Strong

0.143


0.143




(0.102)


(0.102)


Friendly

0.046


0.046



(0.100)


(0.100)


Enthusiasm

0.013


0.013



(0.087)


(0.087)


Respect

0.179

*

0.179

*


(0.101)


(0.101)


Polite

-0.194

**

-0.194

**


(0.094)


(0.094)


Sincerely

-0.062


-0.062



(0.102)


(0.102)


Patient

-0.009


-0.009



(0.094)


(0.094)


Cooperate

0.032


0.032



(0.096)


(0.096)


Reputation

0.036


0.036



(0.091)


(0.091)


Reality

0.235

**

0.235

**


(0.105)


(0.105)


sociable

-0.138


-0.138



(0.087)


(0.087)


Creative

-0.020


-0.020



(0.099)


(0.099)


Update

0.055


0.055



(0.094)


(0.094)


Credible

-0.044


-0.044



(0.096)


(0.096)


Success

-0.134


-0.134



(0.095)


(0.095)


High class

-0.229

**

-0.229

**


(0.101)


(0.101)


Strong

0.103


0.103



(0.090)


(0.090)


cut1





Constant

-0.728


-0.728



(2,430)


(2,430)



cut2



Constant

-0.026

-0.026


(2,428)

(2,428)

cut3



Constant

0.925

0.925


(2,432)

(2,432)

Total observations

152

152

r 2



|| _0

-208.578

-208.578

||

-180.206

-180.206

Chi squared

56,744

56,744

Standard deviation values ​​in quotes


* p<0.10,** p<0.05,***p<0.01


Source: author's own calculation


Table 2: Regression results of brand identity awareness level of brand team


(1) PROBIT DNTH

(2) PROBIT NV

(3) TOBIT DNTH

(4) TOBIT NV

Green and sustainable development for the community







0.118


0.097

0.002

-0.000


(0.106)


(0.107)

(0.111)

(0.128)

One of the two leading banks in Vietnam with great influence in the region







0.064


0.141

-0.003

0.014


(0.129)


(0.131)

(0.128)

(0.147)

Become one of the 300 largest financial groups in the world by 2020


0.134


*


0.115


0.005


0.015


(0.080)


(0.082)

(0.084)

(0.096)



area

By 2030, become a powerful multi-functional financial group, on par with major financial groups in the country.







0.038


0.023

-0.005

0.003


(0.076)


(0.077)

(0.082)

(0.094)

Creative

0.136

*

-0.010

0.011

-0.007


(0.075)


(0.074)

(0.082)

(0.093)

Continuous development


-0.077



0.071


-0.012


0.004


(0.079)


(0.079)

(0.089)

(0.100)

Thoughtful, dedicated

-0.072


-0.002

-0.009

-0.015


(0.082)


(0.081)

(0.086)

(0.098)

Widely connected

0.014


-0.007

0.002

-0.007


(0.073)


(0.073)

(0.082)

(0.095)


Distinctive


0.254

**

*


0.114


0.021


0.020


(0.081)


(0.082)

(0.088)

(0.098)

Safe, secure

-0.021


0.122

-0.003

0.007


(0.076)


(0.076)

(0.081)

(0.093)

Trust

0.007


-0.013

-0.002

0.000


(0.073)


(0.074)

(0.080)

(0.091)


Standard


-0.212

**

*


-0.070


-0.027


-0.021


(0.077)


(0.078)

(0.088)

(0.095)

Ready to innovate

0.043


0.132

-0.001

0.010


(0.079)


0.082

(0.082)

(0.094)

Sustainable

0.108


0.047

0.005

0.003


(0.074)


(0.074)

(0.080)

(0.091)

Humanities

-0.035


-0.070

-0.004

-0.008


(0.073)


(0.075)

(0.081)

(0.093)

Leading retail bank


0.030



-0.077


0.000


-0.009


(0.073)


(0.074)

(0.080)

(0.092)

Wholesale banking ranked 2nd


-0.112



-0.09


-0.015


-0.013


(0.079)


(0.079)

(0.087)

(0.099)

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