The impact of brand awareness on perceived quality, brand preference and purchase intention: Empirical evidence from the laptop market in Vietnam

Abstract

    The purpose of this paper is to study a structural equation modeling among such factors as brand awareness (BAW), perceived quality (PQ), brand preference (BP) and purchase intention (PI). Samples were collectedfrom 329 customers who are owners of laptops in the Vietnamese market. Results indicated that: (1) brand awareness has significant positive and direct impacts on perceived quality, brand preference and purchase intention; (2) perceived quality has significant impacts on brand preference and purchase intention; (3) brand preference has a significant positive, direct impact on purchase intention. Based on the results, the paper suggested some managerial implications for manufacturers and managers in the Vietnamese laptop market.