Effects of corporate marketing strategy, brand awareness, and perceived quality on brand equity for accounting service

Brand equity and trust are consistently the most important antecedents to both behavioral attitudinal forms of customer loyalty (Taylor et al., 2004). Accounting service refers a that offers bookkeeping, accounting, reporting in alignment with local international accounting regulations. These services possess unique qualities, necessitating providers establish themselves as reputable entities. It is crucial for them maintain their brand attract retain customers. Thus, study aims identify measure influence marketing mix, awareness, perceived quality on Thanh Hoa province, Vietnam. Quantitative data were collected, including 385 businesses using at all levels across country. The research results show elements mix (product quality, price, distribution, advertising), have positive impact province. also contributes some policy implications help enhance then satisfaction loyalty.