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
صندلی اداری

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.

Downloads

Download data is not yet available.

Article Details

Section
Articles
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

References

AAKER, D. A. (1991) Managing brand equity. New York: The Free Press.

ANSELMSSON, J.; BURT, S.; TUNCA, B. (2017) An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity. Journal of Retailing and Consumer Services, v. 38, p. 194–203.

ATILGAN, E.; AKSOY, S.; AKINCI, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence and Planning, v. 23, n. 3, p. 237-248.

BENTZEN, E.; CHRISTIANSEN, J. K.; VARNES, C. J. (2011). What attracts decision makers' attention? Managerial allocation of time at product development portfolio meetings. Management Decision, v. 49, n. 3, p. 330-349.

BHAT, M. A. (2005) Corelates of service quality in banks: An empirical investigation. Journal of Service Research, v. 5, n. 1, 77-99.

BOISVERT, J. (2011). Conceptualization and modelling of the process behind brand association transfer. International journal of Market Research, v. 53, n. 4, p. 541-556.

BROWN, S. P.; STAYMAN, D. M. (1992) Antecedents and Consequences of Attitude toward the Ad: A Meta-Analysis. Journal of Consumer Research, v. 19, n. 1, p. 34-51.

CHANG, H. H.; LIU, Y. M. (2009) The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, v. 29, n. 12, p. 1687-1706.

CHEN, A.C.H. (2001). Using free association to examine the relationship between the characteristic of brand association and brand equity. Journal of Product and Brand Management, Decision Processes, v. 50, n. 2, p. 179-211.

ÇIFCI, S.; EKINCI, Y.; WHYATT, G.; JAPUTRA, A.; MOLINILLO, S.; SIALA, H. (2016) A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands. Journal of Business Research, v. 69, n. 9, p. 3740–3747.

COBB-WALGREN, C.; RUBLE, C. A.; DONTHU, N. (1995) Brand equity: Brand preference and purchase intent. Journal of Advertising, v. 24, n. 3, p. 25-40.

ERDEM, T.; SWAIT, J.; VALENZUELA, A. (2006) Brands as signals: A cross-country validation study. Journal of Marketing, v. 70, p. 34-49.

FISHBEIN, M.; AJZEN, I. (1975) Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

GUNAWARDANE, N. R. (2015) Impact of Brand Equity towards Purchasing Desition: A Situation on Mobile Telecommunication Services of Sri Lanka. Journal of Marketing Management, v. 3, n. 1, p. 100-117.

HAIR J. F.; ANDERSON, R. E.; TATHAM, R. L.; BLACK, W. C. (2006) Multivariate data analysis. Prentice-Hall, International, Inc.

HEDING, T.; KNUDTZEN, C. F.; BJERRE, M. (2009) Brand management research, theory and practice (1st ed.) New York: NY: Routledge.

HORNG, J. S.; LIU, C. H.; CHIU, H. Y.; TSAI, C. Y. (2012) The role of international tourist perceptions of brand equity and travel intention in culinary tourism. The Service Industries Journal, v. 32, n. 16, p. 2607-2621.

HUANG, R.; SARIGÖLLÜ, E. (2012) How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, v. 65, n. 1, p. 92-99.

HUNT, S. D. (2018) The ethics of branding, customer-brand relationships, brand-equity strategy, and branding as a societal institution. Journal of Business Research, v. 95, p. 408-416.

JALILVAND, M. R.; SAMIEI, N.; MAHDAVINIA, S. H. (2011) The Effect of Brand Equity Components on Purchase Intention: An Application of Aaker’s Model in the Automobile Industry. International Business and Management, v. 2, n. 2, p. 149-158.

JAMIL, B.; WONG, C. H. (2010). Factors influencing repurchase intention of smartphones. Journal of Marketing Research, v. 4, n. 12, p. 289-294.

JONES, M. A.; MOTHERSBAUGH, D. L.; BEATTY, S. E. (2002) Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. Journal of Business Research, v. 55, n. 6, p. 441-450.

KELLER, K. (2003) Strategic brand management: building measuring and managing brand equity (2nd ed) New York: Prentice Hall, Upper Saddle River.

KELLER, K. L. (1998). Strategic brand management: Building, measuring and managing brand equity. London: Prentice Hall International.

KHAN, N.; RAHMANI, S. H. R.; HOE, H. Y.; CHEN, T. B. (2015) Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry. International Journal of Business and Management, v. 10, n. 1, p. 172-181.

KIM, K. H.; KIM, K. S.; KIM, D. Y.; KIM, J. H.; KANG, S. H. (2008) Brand equity in hospital marketing. Journal of Business Research, v. 61, n. 1, p. 75-82.

LAROCHE, M.; SADOKIERSKI, R. (1994) Role of confidence in a multi-brand model of intentions for a high-inv.vement service. Journal of Business Research, v. 29, n. 1, p. 1-12.

LEN, T.W.; CINDY, M.; LYNN M.M. (2007). Research issues in building brand equity and global brands in the PC market. Journal of Marketing Management, v. 3, n. 1, p. 137-155.

LIU, M. T.; WONG, I. A.; TSENG, T.-H.; CHANG, A. W.-Y.; PHAU, I. (2017) Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, v. 81, p. 192–202.

LIU, M., CHU, R., WONG, I. A., ANGEL ZÚÑIGA, M., MENG, Y.; PANG, C. (2012). Exploring the relationship among affective loyalty, perceived benefits, attitude, and intention to use co-branded products. Asia Pacific Journal of Marketing and Logistics, v. 24, n. 4, p. 561-582.

MACDONALD, E. K.; SHARP, B. M. (2000) Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, v. 48, n. 1, p. 5-15.

MACKENZIE, S. B. (1986) The Role of Attention in Mediating the Effect of Advertising on Attribute Importance. Journal of Consumer Research, v. 13, n. 2, p. 174-195.

NGUYEN, D. T. (2011) Methods of scientific research in business. City Ho Chi Minh: Social Labor Publishing House.

NUNNALLY, J. C.; BERNSTEIN, I. H. (1994) The Assessment of Reliability. Psychometric Theory, v. 3, n. 1, p. 248-292.

OLIVER, R. L. (1999) Whence consumer loyalty? Journal of Marketing, v. 63, p. 33-44.

OLIVER, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.

PERCY, L.; ROSSITER, J. R. (1992) A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, v. 9, n. 4, p. 263-274.

RAHIMNIA, F.; FATEMI, S.Z. (2012). Examining the mediating role of customer-based brand equity impact of brand image and successful relationship with the customer in 5 star hotels Mashhad. Modern Marketing Research, v. 1, n. 4, p. 73-92.

REICBBELD, F. F. (1996). The loyalty effect. Boston: Harvard Business School Press.

SANTOSO, C. R.; CAHYADI, T. E. (2014) Analyzing the Impact of Brand Equity towards Purchase Intention in Automotive Industry: A Case Study of ABC in Surabaya. International Business Management, v. 2, n. 2, p. 29-39.

SAURA, I. G.; MOLINA, M. E. R.; MICHEL, G.; ZAPATA, A. C. (2013) Retail brand equity: a model based on its dimensions and effects. The International Review of Retail Distribution and Consumer Research, v. 23, n. 2, p. 111-136.

TASKIN, C.; AKAT, O. (2010) Measurement of Consumer Based Brand Equity Using Structural Equation Modeling and A Research in Durable Consumer Goods Sector. Business and Econ.mics Research Journal, v. 1, n. 2, p. 1-16.

TENG, L.; LAROCHE, M.; HUIHUANG, Z. (2007) The effects of multiple‐ads and multiple‐brands on consumer attitude and purchase behavior. Journal of Consumer Marketing, v. 24, n. 1, p. 27-35.

TROIVILLE, J.; HAIR, J. F.; CLIQUET, G. (2019) Definition, conceptualization and measurement of consumer-based retailer brand equity. Journal of Retailing and Consumer Services, v. 50, p. 73–84.

VAN OSSELAER, S. M. J.; JANISZEWSKI, C. (2001). Two ways of learning brand association. Journal of Consumer Research, v. 28, p. 202-223.

YEE, W.F.; SIDEK, Y. (2008) Influence of Brand Loyalty on Consumer Sportswear. International Journal of Econmics and Management, v. 2, n. 2, p. 221-236.

YOO, B.; DONTHU, N.; LEE, S. (2000) An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, v. 28, n. 2, p. 195-211.

ZEITHAML, V. A. (2000). Service quality, profitability, and the economic worth of customers: What we know and what we need to learn. Journal of the Academy of Marketing Science, v. 28, n. 1, p. 67-85.

Most read articles by the same author(s)

1 2 > >> 
فروشگاه اینترنتی