The relationship between brand equity and intention to buy: the case of convenience stores

Main Article Content

Phuong Viet Le-Hoang
Giang Truong Nguyen
Huong Thanh Thi Phung
Vi Truc Ho
Nhan Trong Phan

Abstract

The research aims to identify the components of brand equity that affect consumer purchasing intentions and measure the effect of brand equity components on the intention of consumer purchases at the convenience stores in Ho Chi Minh City. The authors conduct the group discussions, expert discussion, and then analyze data from 200 valid questionnaires with four components of brand equity, namely perceived quality, brand loyalty, brand association, brand awareness. The results of Exploratory Factor Analysis (EFA) show that all four elements have a positive effect on the customer' intention to purchase in the convenience store of Ho Chi Minh City. In particular, the brand association factor has the strongest influence, followed by perceived quality, brand awareness, and brand loyalty. This research contributes that the results confirm the theory of Aaker (1991), Brown and Stayman (1992), Cobb-Walgren et al. (1995), MacKenzie (1986) in the new context of convenience stores in Ho Chi Minh City, Vietnam. Besides, the study gives some recommendations to help convenience stores improve the elements of brand equity and it, to enhance attraction for consumers.

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Author Biographies

Phuong Viet Le-Hoang, Industrial University of Ho Chi Minh City Open University of Ho Chi Minh City

Ph.D. student in Business Administration

Open University of Ho Chi Minh City, Vietnam

Lecturer in Business Administration Faculty

Industrial University of Ho Chi Minh City, Vietnam

E-mail: lehoangvietphuong@iuh.edu.vn

Vi Truc Ho, Economics and Law University Industrial University of Ho Chi Minh City

Ph.D. student in Business Administration

Economics and Law University

Lecturer in Business Administration Faculty

Industrial University of Ho Chi Minh City, Vietnam

E-mail: hotrucvi@iuh.edu.vn

Nhan Trong Phan

Lecturer in Business Administration Faculty

Industrial University of Ho Chi Minh City, Vietnam

E-mail: phantrongnhan@iuh.edu.vn

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