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The Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam

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  • Tran Trung Vinh
  • Le Van Huy

Abstract

This study is aimed at exploring the effects of components of brand equity on overall brand equity; and the effects of overall brand equity on brand preference and purchase intention in the motorbike market in Vietnam. Based on a sample of 309 consumers, structural equation modeling (SEM) is used to test hypotheses. The research reveals that: (1) perceived quality, brand association and brand loyalty have positive effects on overall brand equity, but brand awareness has no effect on overall brand equity; (2) overall brand equity has positive impacts on brand preference and purchase intention; and (3) brand preference has a positive influence on purchase intention. These findings have implications for marketers.

Suggested Citation

  • Tran Trung Vinh & Le Van Huy, 2016. "The Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 8(3), pages 75-84, March.
    • Handle: RePEc:ibn:ijefaa:v:8:y:2016:i:3:p:75-84
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    References listed on IDEAS

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    1. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    2. Chen, Ching-Fu & Chang, Yu-Ying, 2008. "Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs," Journal of Air Transport Management, Elsevier, vol. 14(1), pages 40-42.
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    Cited by:

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    2. Abdul Hameed & Muhammad Ayub Khan Maher & Akhtiar Ali & Mohammad Mohsin Khan, 2019. "Trend Of Dividends Disappearing And Reappearing In Pakistani Listed Firms," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(1), pages 112-122.
    3. Muhammad Adnan Bashir & Syed Muhammad Faheem & Masood Hassan & Waseem Akhtar Shaikh, 2019. "Impact Of Brand Equity On Consumer Brand Preference And Brand Purchase Intention," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(1), pages 15-11.
    4. Muhammad Adnan Bashir & Syed Muhammad Faheem & Masood Hassan & Waseem Akhtar Shaikh, 2019. "Impact Of Brand Equity On Consumer Brand Preference And Brand Purchase Intention," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(1), pages 138-148.
    5. Abdul Hameed & Muhammad Ayub Khan Maher & Akhtiar Ali & Mohammad Mohsin Khan, 2019. "Trend Of Dividends Disappearing And Reappearing In Pakistani Listed Firms," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(1), pages 15-19.

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    More about this item

    Keywords

    brand equity; brand preference; purchase intention; motorbike market;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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