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The Effect of Brand Equity Components on Automobile Purchase Intention of Consumers in Ho Chi Minh City, Vietnam KCI 등재 SCOPUS
- 언어ENG
- URLhttps://db.koreascholar.com/Article/Detail/370656
The paper aims to investigate the factors of brand equity affecting the purchase intention of car buyers in Ho Chi Minh City. The authors use qualitative method and quantitative research to study the matters, specifically using scales and data collected for Cronbach alpha reliability testing, analysizing the discovery factor of EFA, CFA and verifying the regression models through AMOS software with SEM linear modeling. The study proposes four factors: (1) brand awareness, (2) self-expression value, (3) perceived quality, (4) brand psychology impacting on the brand loyalty and intention to buy cars of customers. The results show that all four factors are statistically significant for positive brand loyalty and purchase willing. The results showed that brand loyalty positively affects consumers' intention to buy cars. Among the factors included in the study, the brand psychology is a new factor which developed by experts in the context of Vietnam. This is the first study in Vietnam to quantify clearly the element of "crowd psychology" affecting the interests and habits of Vietnamese consumers. This explains why Vietnamese consumers prefer brands that are familiar in the market and some new cars with nice models and colors suitable for Vietnamese psychology.
1. Introduction
2. Literature Review and Research Model
2.1. Literature Review
2.2. Research Model
3. Methodology
4. Empirical Findings
4.1. Descriptive Statistics
4.2. Reliability of Measurement Scale
4.3. Exploratory Factor Analysis (EFA)
4.4. Confirmatory Factor Analysis (CFA)
4.5. SEM (Structural Equation Modelling)
5. Discussions and Managerial Implications
5.1. Discussions
5.2. Managerial Implications
5.3. Limitations and Suggestions for Further Research
References
