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Consumption and Brand Influence: How Brand Awareness, Brand Reputation, and Marketing Messages Influence Purchasing Intentions: A Case Study of the Trung Nguyen Legend

Author

Listed:
  • Binh Quoc Nguyen

    (FPT Can Tho University)

  • Luan Trong Nguyen

    (FPT University, Can Tho Campus)

Abstract

This study investigates the influence of brand awareness, brand reputation, and marketing messages on purchasing decisions, with a case study of the Trung Nguyen Legend coffee brand. Using a Likert scale with five levels to measure their perceptions of brand-related factors and purchasing intentions. Regression analysis and ANOVA were employed to analyze the data. The results reveal significant impacts of brand awareness, brand reputation, and marketing messages on consumers’ purchasing decisions regarding Trung Nguyen Legend products. Higher levels of brand awareness, positive brand reputation, and effective marketing messages were associated with an increased probability that consumers would choose to purchase Trung Nguyen Legend coffee. This study underscores the importance of brand-related factors in influencing purchasing decisions among consumers and offers insights for marketers aiming to improve brand influence and appeal in the competitive coffee market.

Suggested Citation

  • Binh Quoc Nguyen & Luan Trong Nguyen, 2025. "Consumption and Brand Influence: How Brand Awareness, Brand Reputation, and Marketing Messages Influence Purchasing Intentions: A Case Study of the Trung Nguyen Legend," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-77363-1_29
    DOI: 10.1007/978-3-031-77363-1_29
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