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...
Main Authors: | , |
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Format: | Article |
Language: | English |
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HDV INSER., JSC
2022-07-01
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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. |
first_indexed | 2024-12-11T00:59:37Z |
format | Article |
id | doaj.art-294d6fa8b5a443f9ae4fca79875d489a |
institution | Directory Open Access Journal |
issn | 2615-9856 |
language | English |
last_indexed | 2024-12-11T00:59:37Z |
publishDate | 2022-07-01 |
publisher | HDV INSER., JSC |
record_format | Article |
series | Journal of International Economics and Management |
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 |