Empirical relationship among dimensions of customer-based brand equity in e-tailing service: a study in Vietnam context

The study assesses the influence of brand awareness, perceived quality, and brand association on e-brand loyalty of consumers in online retailing service (e-tailing service) in Vietnam context. Exploratory factor analysis (EFA) was conducted to identify dimensions of customerbased brand equity and i...

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Main Authors: Tran Minh Thu, Duong Thi Hoai Nhung
Format: Article
Language:English
Published: HDV INSER., JSC 2022-07-01
Series:Journal of International Economics and Management
Subjects:
Online Access:https://jiem.ftu.edu.vn/index.php/jiem/article/view/206
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author Tran Minh Thu
Duong Thi Hoai Nhung
author_facet Tran Minh Thu
Duong Thi Hoai Nhung
author_sort Tran Minh Thu
collection DOAJ
description The study assesses the influence of brand awareness, perceived quality, and brand association on e-brand loyalty of consumers in online retailing service (e-tailing service) in Vietnam context. Exploratory factor analysis (EFA) was conducted to identify dimensions of customerbased brand equity and its construct. Three hypotheses were posited to empirically test with sampled data of 125 consumers. The result of regression analysis shows that all of variables, which are brand awareness, perceived brand quality, and brand association, positively impact on e-brand loyalty. Brand association has the most influential impact on the customers when appraising the online shopping. This study contributes to enrich the brand management literature. The study’s findings are suggestive to managers of e-tailing services.
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spelling doaj.art-294d6fa8b5a443f9ae4fca79875d489a2022-12-22T01:26:22ZengHDV INSER., JSCJournal of International Economics and Management2615-98562022-07-01223206Empirical relationship among dimensions of customer-based brand equity in e-tailing service: a study in Vietnam contextTran Minh Thu0Duong Thi Hoai Nhung1Foreign Trade UniversityForeign Trade UniversityThe study assesses the influence of brand awareness, perceived quality, and brand association on e-brand loyalty of consumers in online retailing service (e-tailing service) in Vietnam context. Exploratory factor analysis (EFA) was conducted to identify dimensions of customerbased brand equity and its construct. Three hypotheses were posited to empirically test with sampled data of 125 consumers. The result of regression analysis shows that all of variables, which are brand awareness, perceived brand quality, and brand association, positively impact on e-brand loyalty. Brand association has the most influential impact on the customers when appraising the online shopping. This study contributes to enrich the brand management literature. The study’s findings are suggestive to managers of e-tailing services.https://jiem.ftu.edu.vn/index.php/jiem/article/view/206customer-based brand equitye-tailing service
spellingShingle Tran Minh Thu
Duong Thi Hoai Nhung
Empirical relationship among dimensions of customer-based brand equity in e-tailing service: a study in Vietnam context
Journal of International Economics and Management
customer-based brand equity
e-tailing service
title Empirical relationship among dimensions of customer-based brand equity in e-tailing service: a study in Vietnam context
title_full Empirical relationship among dimensions of customer-based brand equity in e-tailing service: a study in Vietnam context
title_fullStr Empirical relationship among dimensions of customer-based brand equity in e-tailing service: a study in Vietnam context
title_full_unstemmed Empirical relationship among dimensions of customer-based brand equity in e-tailing service: a study in Vietnam context
title_short Empirical relationship among dimensions of customer-based brand equity in e-tailing service: a study in Vietnam context
title_sort empirical relationship among dimensions of customer based brand equity in e tailing service a study in vietnam context
topic customer-based brand equity
e-tailing service
url https://jiem.ftu.edu.vn/index.php/jiem/article/view/206
work_keys_str_mv AT tranminhthu empiricalrelationshipamongdimensionsofcustomerbasedbrandequityinetailingserviceastudyinvietnamcontext
AT duongthihoainhung empiricalrelationshipamongdimensionsofcustomerbasedbrandequityinetailingserviceastudyinvietnamcontext