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The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh City

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  • Hoang Thi Phuong Thao

    (Postgraduate school, Ho Chi Minh City Open University, Vietnam, Vietnam)

  • Lu Van Bao Long

    (Postgraduate school, Ho Chi Minh City Open University, Vietnam, Vietnam)

  • Nguyen Le Thai Hoa

    (Business Administration School, Saigon Technology University (STU), Vietnam, Vietnam)

Abstract

The purpose of this study is to measure the effectiveness of factors of brand, including Brand Positioning, Brand Knowledge, Attitude towards Organic Rice Brand, and Organic Rice Purchase Intention. The survey was conducted with a sample of 224 consumers shopping at four organic rice shops in Ho Chi Minh City. The research was performed by quantitative research methods: Cronbach's Alpha Reliability Analysis, Exploratory Factor Analysis (EFA), Confirm Factor Analysis (CFA), and Structural Equation Modeling (SEM). The research results were conducted in two direct models and the indirect models in which the indirect model was supported. This means that brand positioning and brand knowledge had no direct impact on the Intention to buy organic rice, but only an indirect one through the consumer attitude towards the organic rice brand.

Suggested Citation

  • Hoang Thi Phuong Thao & Lu Van Bao Long & Nguyen Le Thai Hoa, 2020. "The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh City," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 10(1), pages 120-132.
    • Handle: RePEc:bjw:econen:v:10:y:2020:i:1:p:120-132
    DOI: 10.46223/HCMCOUJS.econ.en.10.1.225.2020
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    References listed on IDEAS

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    1. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
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