| dc.description.abstract | Nowadays, Vietnam's long-standing fashion brands are gradually losing market share to big foreign brands. In addition, newly established domestic brands mainly focus on the fashion trends of young people but have not connected with the majority of consumers. They do not have an effective branding campaign for customers to remember and increase sales for the company. This study aims to find out which factors of brand equity impact the purchase intention of young consumers in the context of Vietnam's fashion industry. It helps Vietnamese fashion brands know they should focus on which factors and take action to defeat their rivals
To test the hypothesis that the larger the brand equity, the greater the purchase intention, an online and offline survey on the factors of brand awareness, brand association, perceived quality, and brand loyalty positively influence purchase intention is distributed to young people living and working in Ho Chi Minh City. By implying convenience and snowball sampling method, 277 valid respondents are collected. This data is analyzed by CFA and SEM analysis methods through SPSS and AMOS tools. The results show that all the factors of brand equity in the hypothesis positively impact purchase intention.
These results suggest that brands need to focus more on increasing brand equity and brand loyalty through increasing awareness, association, and perceived quality of the brand. In addition, this result can partly support Vietnamese fashion brands to allocate advertising costs more reasonably and effectively. | en_US |
