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BIC Algorithm for Heineken Brand Awareness in Vietnam Market

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Innovations in Bio-Inspired Computing and Applications (IBICA 2021)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 419))

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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.

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Author information

Authors and Affiliations

  1. Industrial University of Ho Chi Minh City, Ho Chi Minh City, Vietnam

    Nguyen Thi Ngan & Bui Huy Khoi

Authors
  1. Nguyen Thi Ngan
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  2. Bui Huy Khoi
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Corresponding author

Correspondence to Bui Huy Khoi .

Editor information

Editors and Affiliations

  1. Scientific Network for Innovation and Research Excellence, Machine Intelligence Research Labs (MIR Labs), Auburn, WA, USA

    Ajith Abraham

  2. Departamento de Engenharia Informática, Instituto Superior de Engenharia do Port, Porto, Portugal

    Ana Maria Madureira

  3. Department of Construction Management and Real Estate, Vilnius Gediminas Technical University, Vilnius, Lithuania

    Arturas Kaklauskas

  4. Scientific Network for Innovation and Research Excellence, Machine Intelligence Research Labs (MIR Labs), Auburn, WA, USA

    Niketa Gandhi

  5. Scientific Network for Innovation and Research Excellence, Machine Intelligence Research Labs (MIR Labs), Auburn, WA, USA

    Anu Bajaj

  6. Faculty of Information Communication Technology, Universiti Teknikal Malaysia Melaka, Durian Tunggal, Melaka, Malaysia

    Azah Kamilah Muda

  7. Vilnius University, Kaunas, Lithuania

    Dalia Kriksciuniene

  8. Lisbon University Institute, Lisbon, Portugal

    João Carlos Ferreira

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Ngan, N.T., Khoi, B.H. (2022). BIC Algorithm for Heineken Brand Awareness in Vietnam Market. In: Abraham, A., et al. Innovations in Bio-Inspired Computing and Applications. IBICA 2021. Lecture Notes in Networks and Systems, vol 419. Springer, Cham. https://doi.org/10.1007/978-3-030-96299-9_1

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