The impact of brand equity’s dimensions on purchase intention: An empirical study of beer brands in Vietnam

Abstract

The purposes of the thesis are to investigate the impact of brand equity’s dimensions on the purchase intention of beer brands in the context of Vietnam. Samples were collected from beer drinkers and buyers in the Vietnamese market and studied through quantitative and qualitative analyzes to examine hypotheses. As a result: (a) dimensions of brand equity consist of Brand Awareness, Brand Association, Brand Loyalty, Perceived Quality, Brand Desire; (b) dimensions all have an influence on Purchase intention except Brand awareness, where Perceived quality is the most impactful dimension. Several studies on the influence of brand equity on purchase intent have been conducted throughout the world over the years, but none on the beer market, particularly in Vietnam. The following study uses data collected from customers in three regions of Vietnam through convenience sampling and interviews to accurately assess customer evaluation behavior in Vietnam. With these findings, the study points out useful suggestions for businesses in Vietnam to be able to improve their brand equity to help increase consumer purchase intention.