The Influence of Brand Equity on Customer Purchase Decision: A Case Study of Retailers Distribution
2
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
Purpose: The purpose of this paper is to investigate the influence of brand equity on customer purchase decision (CPD) of products for retailers distribution (RB) in Ho Chi Minh city, Vietnam. There are five elements in the brand equity model such as brand awareness, brand association, brand loyalty, perceived quality, and pricing policy. Research design, data and methodology: Qualitative methodology was used for exploring the research model and variables. The survey was conducted to collect data from 251 respondents who bought products at RB in Ho Chi Minh city, which is based on a Likert scale. The collected data were analyzed with the reliability of the scale, exploratory factor analysis, and research hypothesis testing by SPSS 22. Results: The results obtained revealed that brand awareness, brand association, perceived quality, and pricing policy have a significant impact on CPD for RB. Furthermore, the results showed that perceived quality is the most significant component in influencing CPD at retailers. Conclusions: From the research results, some management implications that RB should focus on are perceived quality, choice of pricing policies and strategies, brand building and development to attract more customers as well as enhance its image to improve customers' purchasing decisions of products at retail distributors chain.
Abstract
Purpose: The purpose of this paper is to investigate the influence of brand equity on customer purchase decision (CPD) of products for retailers distribution (RB) in Ho Chi Minh city, Vietnam. There are five elements in the brand equity model such as brand awareness, brand association, brand loyalty, perceived quality, and pricing policy. Research design, data and methodology: Qualitative methodology was used for exploring the research model and variables. The survey was conducted to collect data from 251 respondents who bought products at RB in Ho Chi Minh city, which is based on a Likert scale. The collected data were analyzed with the reliability of the scale, exploratory factor analysis, and research hypothesis testing by SPSS 22. Results: The results obtained revealed that brand awareness, brand association, perceived quality, and pricing policy have a significant impact on CPD for RB. Furthermore, the results showed that perceived quality is the most significant component in influencing CPD at retailers. Conclusions: From the research results, some management implications that RB should focus on are perceived quality, choice of pricing policies and strategies, brand building and development to attract more customers as well as enhance its image to improve customers' purchasing decisions of products at retail distributors chain.
참고문헌 (26)
- Aaker, D. A., "Managing Brand Equity Capitalizing on the Value of Brand Name" (1991), The Free Press
- Ahsan, S. M. H., "Impact of Brand Equity on Consumers Purchase Decision of Smart Phone-A Study on University Students in Chittagong, Bangladesh", Global Journal of Management and Business Research, 20(6), pp.36~41 (2020)
- Akkucuk, U., "The impact of brands on consumer buying behavior : An empirical study on smartphone buyers", International Journal of Research in Business and Social Science, 5(4), pp.1~16 (2016)
- Ambler, T., "Marketing and the Bottom Line : Creating the Measures of Success", pp.2003, Financial Times
- Assael, H., "Consumer Behavior and Marketing Action" (1998), South Western College Publishing
- Bhuian, S., "Marketing cues and perceived quality:Perceptions of Saudi consumers toward products of the US, Japan, Germany, Italy, U.K. and France", Journal of Quality Management, 2(2), pp.217~235 (1997)
- Blackwell, R., "Consumer behavior" (2001), Harcourt College Publishers
- Capron, L., "Redeployment of Brands, Sales Forces and General Marketing Expertise Following Horizontal Acquisitions : A Resource-Based View", Journal of Marketing, 63(2), pp.41~54 (1999)
- Davis, S. M., "Brand Asset Management: Driving Profitable Growth through Your Brands", pp.3~18 (2000), Jossey-Bass
- Dodds, W. B., "Effects of price, brand, and store information on buyers’ product evaluations", Journal of marketing research, 28(3), pp.307~319 (1991)
- Falkenberg, A., "Marketing and the Wealth of Firms", Journal of Macromarketing, 16(1), pp.4~24 (1996)
- Hair, J. F., "Multivariate Data Analysis" (1998), Prentice Hall
- Hunt, S. D., "The Comparative Advantage Theory of Competition", Journal of Marketing, 59(2), pp.1~15 (1995)
- Keller, K., "Conceptualizing, Measuring and Managing Customer-Based Brand", Journal of Marketing, 57(1), pp.1~22 (1993)
- Keller, K., "Strategic Brand Management: Building, Measuring and Managing Brand Equity" (2003), Pearson
- Kock, N., "Lateral collinearity and misleading results in variance-based SEM : An illustration and recommendations", Journal of the Association for information Systems, 13(7), pp.546~580 (2012)
- Lehmann, D. R., "The structure of survey-based brand metrics", Journal of International Marketing, 16(4), pp.29~56 (2008)
- Le, Q. H, "Factors Affecting Consumer Purchasing Behavior:A Green Marketing Perspective in Vietnam", Journal of Asian Finance, Economics and Business, 8(5), pp.0433~0444 (2021)
- Nigam, A., "Impact of brand equity on customer purchase decisions: An empirical investigation with special reference to hatchback car owners in central Haryana", International Journal of Computational Engineering &Management, 12, pp.121~128 (2011)
- Oliver, R., "Satisfaction : A Behavioral Perspective on the Consumer" (1997), McGraw-Hill
- Prasad, R. K., "Consumer Buying Decisions Models : A Descriptive Study", Innovative Space of Scientific Research Journals, 6(3), pp.335~351 (2014)
- Rungsrisawat, S., "Impact of brand equity on consumer purchase intent", Utopía y Praxis Latinoamericana, 24(6), pp.360~369 (2019)
- Sato, K., "Dynamic pricing with customer purchase postponement", International Journal of Industrial Engineering, 22(1), pp.159~170 (2015)
- Schiffman, L. G., "Reference Groups and Family Influences. Consumer Behaviour", pp.310~355 (2007), Pearson-Prentice Hall
- Yoo, B., "An examination of selected marketing mix elements and brand equity", Journal of the Academy of Marketing Science, 28(2), pp.195~211 (2000)
- Zeithaml, V., "Consumer perceptions of price, quality, and value : A means-end model and synthesis of evidence", Journal of Marketing, 52(3), pp.2~22 (1988)