Browse > Article
http://dx.doi.org/10.13106/jafeb.2022.vol9.no7.0239

The Impact of Brand Equity on Consumer Intention: A Case Study for COVID-19 Vaccine Products in Vietnam  

VO, Minh Sang (Faculty of Business Administration, FPT University, Can Tho Campus)
NGUYEN, Trung Hau (Faculty of Business Administration, FPT University, Can Tho Campus)
THACH, Thao Vy (Faculty of Business Administration, FPT University, Can Tho Campus)
TRAN, Doan Vy (Faculty of Business Administration, FPT University, Can Tho Campus)
HOANG, Nguyen Huong Giang (Faculty of Business Administration, FPT University, Can Tho Campus)
PHAM, Ngoc Phuong Trang (Faculty of Business Administration, FPT University, Can Tho Campus)
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.7, 2022 , pp. 239-247 More about this Journal
Abstract
Maintaining and expanding brand equity is regarded as an essential component of brand development. Effective management of brand equity leads to more opportunities for brand extension and the ability to draw in more customers. Brand equity, in particular, has a positive impact on consumer purchase intention. The purpose of this study is to look into the relationships between brand equity and consumption intention from the perspective of Vietnamese customers of India's COVID-19 vaccine products. Primary data is aggregated from 475 Vietnamese citizens with different occupations and backgrounds 18 years of age or older. The findings of the study show that consumption intention is positively inspired by brand equity, including brand association and brand quality. If consumers perceive high brand equity, it will have a higher impact on promoting consumption intention to the brand. India's COVID-19 vaccine needs to invest more in building brand equity in the Vietnamese market if it wants to increase the consumption choices of Vietnamese people. To create a good brand association and brand quality for India's COVID-19 vaccine, it is necessary to focus on communicating the good properties of the Indian-made vaccine such as safe, high protective effect, high immunity and protection, and long duration of immunity of vaccines.
Keywords
Brand Equity; Brand Association; Brand Quality; Consumption Intention; COVID-19 Vaccine;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66. https://doi.org/10.1177/002224299405800304   DOI
2 Ashill, N. J., & Sinha, A. (2004). An exploratory study into the impact of components of brand equity and country of origin effects on purchase intention. Journal of Asia-Pacific Business, 5(3), 27-43. https://doi.org/10.1300/J098v05n03_03   DOI
3 Asshidin, N. H. N., Abidin, N., & Borhan, H. B. (2016). Perceived quality and emotional value influence consumers' purchase intention toward American and local products. Procedia Economics and Finance, 35, 639-643. https://doi.org/10.1016/S2212-5671(16)00078-2   DOI
4 Bailey, R., & Ball, S. (2006). An exploration of the meanings of hotel brand equity. Service Industries Journal, 26(1), 15-38. https://doi.org/10.1080/02642060500358761   DOI
5 Belen del Rio, A. B., Vazquez, R., & Iglesias, V. (2001). The role of the brand name in obtaining differential advantages. Journal of Product and Brand Management, 10(7), 452-465. https://doi.org/10.1108/EUM0000000006242   DOI
6 Chaudhuri, A. (1995). Brand equity or double jeopardy? Journal of Product and Brand Management, 4(1), 26-32. https://doi.org/10.1108/10610429510083730   DOI
7 Walker, E. M. (1996). Questionnaire design in practice. British Journal of Therapy and Rehabilitation, 3(4), 229-233. https://doi.org/10.12968/bjtr.1996.3.4.14847   DOI
8 Wang, C. L., Li, D., Barnes, B. R., & Ahn, J. (2012). Country image, product image, and consumer purchase intention: Evidence from an emerging economy. International Business Review, 21(6), 1041-1051. https://doi.org/10.1016/j.ibusrev.2011.11.010   DOI
9 World Health Organization. (2021, July 14). Vaccine efficacy, effectiveness, and protection. https://www.who.int/news-room/feature-stories/detail/vaccine-efficacy-affectiveness-andprotection
10 Wright, K. B. (2006). Researching Internet-based populations: Advantages and disadvantages of online survey research, online questionnaire authoring software packages, and web survey services. Journal of Computer-Mediated Communication, 10(3), 00-00. https://doi.org/10.1111/j.1083-6101.2005.tb00259.x   DOI
11 Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Boston, MA: Addison-Wesley.
12 Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. Service Industries Journal, 29(12), 1687-1706. https://doi.org/10.1080/02642060902793557   DOI
13 Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40. https://doi.org/10.1080/00913367.1995.10673481   DOI
14 Conrad, F. G., Couper, M. P., Tourangeau, R., & Zhang, C. (2017). Reducing speeding in web surveys by providing immediate feedback. Survey Research Methods, 11(1), 45-61. https://doi.org/10.18148/srm/2017.v11i1.6304   DOI
15 COVID-19 Vaccine Tracker Team. (2022). Viet Nam - COVID19 vaccine tracker. https://covid19.trackvaccines.org/country/viet-nam/
16 De Chernatony, L., Harris, F., & Christodoulides, G. (2004). Developing a brand performance measure for financial services brands. Service Industries Journal, 24(2), 15-33. https://doi.org/10.1080/02642060412331301232   DOI
17 Gursoy, D., Ekinci, Y., Can, A. S., & Murray, J. C. (2022). Effectiveness of message framing in changing COVID-19 vaccination intentions: Moderating role of travel desire. Tourism Management, 90, 104468. https://doi.org/10.1016/j.tourman.2021.104468   DOI
18 Hsu, H., & Wang, S. (2017). Using google forms to collect and analyze data. Science Scope, 40(8), 64-67.
19 Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement - Empirical evidence. Journal of Product and Brand Management, 14(3), 143-154. https://doi.org/10.1108/10610420510601012   DOI
20 Panchal, S. K., Khan, B. M., & Ramesh, S. (2012). Importance of "brand loyalty, brand awareness, and perceived quality parameters" in building brand equity in the Indian pharmaceutical industry. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing, 12(2), 81-92. https://doi.org/10.1177/1745790412440569   DOI
21 Tourangeau, R., & Yan, T. (2007). Sensitive questions in surveys. Psychological Bulletin, 133(5), 859-883. https://doi.org/10.1037/0033-2909.133.5.859   DOI
22 Phan, N. T. H., Nguyen, T. Q., Truong, D., & Huynh, N. T. (2019). The effect of brand equity components on automobile purchase intention of consumers in Ho Chi Minh City, Vietnam. Journal of Asian Finance, Economics, and Business, 6(2), 135-145. https://doi.org/10.13106/jafeb.2019.vol6.no2.135   DOI
23 Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19. https://doi.org/10.1108/07363769510095270   DOI
24 Wang, X., Zhou, X., Leesa, L., & Mantwill, S. (2018). The effect of vaccine literacy on parental trust and intention to vaccinate after a major vaccine scandal. Journal of Health Communication, 23(5), 413-421. https://doi.org/10.1080/10810730.2018.1455771   DOI
25 Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302   DOI
26 Martin, G. S., & Brown, T. J. (1991). In search of brand equity: The conceptualization and measurement of the brand impression construct. New York: American Marketing Association.
27 John, A. H., & Jagdish, N. S. (1969). Theory of buyer behavior (marketing). NJ: John Wiley & Sons.
28 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101   DOI
29 Khan, L. A. (2021, November 22). How long does immunity against COVID-19 last after vaccination? https://www.thehindu.com/news/national/karnataka/latest-debate-howlong-does-immunity-against-covid-19-last-after-vaccination/article60694926.ece
30 Kotler, P. (2000). Marketing management: The millennium (10th ed). Upper Saddle River, NJ: Prentice-Hall.
31 Mathieu, E. (2022). COVID-19 data explorer. https://ourworldindata.org/explorers/coronavirus-data-explorer
32 Myers, C. A. (2003). Managing brand equity: A look at the impact of attributes. Journal of Product and Brand Management, 12(1), 39-51. https://doi.org/10.1108/10610420310463126   DOI
33 O'Cass, A., & Lim, K. (2002). The influence of brand associations on brand preference and purchase intention: An Asian perspective on brand associations. Journal of International Consumer Marketing, 14(2-3), 41-71. https://doi.org/10.1300/J046v14n02_03   DOI
34 The Times of India. (2021, December 2). India to initially introduce ZyCoV-D vaccine in seven states. https://timesofindia.indiatimes.com/india/india-to-initially-introduce-zycov-d-vaccinein-seven-states/articleshow/88049683.cms.
35 Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the value of a brand name. New York: Free Press.
36 Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120. https://doi.org/10.2307/41165845   DOI
37 Jang, Y. S., Baek, S. W., & Kim, S. H. (2018). The effects of brand equity on consumer attitude and behavior: Food market in Vietnam. Journal of Distribution Science, 16(1), 17-27. https://doi.org/10.15722/jds.13.6.201507.85   DOI
38 Prasad, K., & Dev, C. S. (2000). Managing hotel brand equity: A customer-centric framework for assessing performance. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 22-31. https://doi.org/10.1177/001088040004100314   DOI