Browse > Article
http://dx.doi.org/10.15722/jds.20.02.202202.11

The Influence of Brand Equity on Customer Purchase Decision: A Case Study of Retailers Distribution  

NGUYEN, Van Thuy (Faculty of Business Administration, Banking University of Hochiminh City)
TRAN, Thi Hong Dao (Faculty of Business Administration, Banking University of Hochiminh City)
NGO, Thi Xuan Binh (Faculty of Business Administration, Banking University of Hochiminh City)
Publication Information
Journal of Distribution Science / v.20, no.2, 2022 , pp. 11-18 More about this Journal
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.
Keywords
Brand Equity; Perceived Quality; Pricing Policy; Purchase Decision; Retailer Distribution;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Akkucuk, U., & Esmaeili, J. (2016). The impact of brands on consumer buying behavior: An empirical study on smartphone buyers. International Journal of Research in Business and Social Science (2147-4478), 5(4), 1-16.   DOI
2 Bhuian, S. (1997). 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), 217-235.   DOI
3 Davis, S. M. (2000). Does brand asset management strategy matter?. Brand Asset Management: Driving Profitable Growth through Your Brands, Jossey-Bass, San Francisco, CA, 3-18.
4 Hair, J. F., Black, W., Babin, B., & Anderson, R. (1998). Multivariate Data Analysis. Prentice Hall.
5 Keller, K. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand. Journal of Marketing, 57(1), 1-22.   DOI
6 Keller, K. (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity (2nd ed.). Pearson.
7 Blackwell, R., Miniard, P., & Engel, J. (2001). Consumer behavior (9th ed.). Fort Worth: Harcourt College Publishers.
8 Aaker, D. A. (1991). Managing Brand Equity Capitalizing on the Value of Brand Name. New York: The Free Press.
9 Ahsan, S. M. H., Azam, M. K. G., Raihan, M. Z., Imam, I. B., & Islam, M. N. (2020). 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), 36-41.
10 Ambler, T. (2003). Marketing and the Bottom Line: Creating the Measures of Success. London: Financial Times/Prentice Hall.
11 Capron, L., & Hulland, J. (1999). Redeployment of Brands, Sales Forces and General Marketing Expertise Following Horizontal Acquisitions: A Resource-Based View. Journal of Marketing, 63(2), 41-54.   DOI
12 Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 28(3), 307-319.   DOI
13 Nigam, A., & Kaushik, R. (2011). 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(April), 121-128.
14 Kock, N., & Lynn, G. (2012). Lateral collinearity and misleading results in variance-based SEM: An illustration and recommendations. Journal of the Association for information Systems, 13(7), 546-580.   DOI
15 Lehmann, D. R., Keller, K. L., & Farley, J. U. (2008). The structure of survey-based brand metrics. Journal of International Marketing, 16(4), 29-56.   DOI
16 Le, Q. H (2021). Factors Affecting Consumer Purchasing Behavior: A Green Marketing Perspective in Vietnam, Journal of Asian Finance, Economics and Business, 8(5), 0433-0444
17 Oliver, R. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill.
18 Prasad, R. K., & Jha, M. K. (2014). Consumer Buying Decisions Models: A Descriptive Study. Innovative Space of Scientific Research Journals, 6(3), 335-351.
19 Rungsrisawat, S., & Sirinapatpokin, S. (2019). Impact of brand equity on consumer purchase intent. Utopia y Praxis Latinoamericana, 24(6), 360-369.
20 Hunt, S. D., & Morgan, R. M. (1995). The Comparative Advantage Theory of Competition. Journal of Marketing, 59(2), 1-15.   DOI
21 Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.   DOI
22 Falkenberg, A. (1996). Marketing and the Wealth of Firms. Journal of Macromarketing, 16(1), 4-24.   DOI
23 Sato, K. (2015). Dynamic pricing with customer purchase postponement. International Journal of Industrial Engineering, 22(1), 159-170.
24 Schiffman, L. G., & Kanuk, L. L. (2007). Reference Groups and Family Influences. Consumer Behaviour, 9th ed., Pearson-Prentice Hall, Upper Saddle River, NJ, 310-55.
25 Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.   DOI
26 Assael, H. (1998). Consumer Behavior and Marketing Action (6th ed.). Ohio: South Western College Publishing.