Measuring the Factors Contributing to Brand Value and Its Impact on Consumer Purchase Decisions for Vietnamese Brands by Students of the Faculty of Business Administration, University of Phan Thiet

Abstract

Through the study of foundational theories and prior research, the author applies and constructs a research model to examine the causal relationships of independent factors affecting the purchase decision of Vietnamese brand products, including brand awareness, brand association, and brand loyalty. In this model, brand association and brand loyalty act as mediating variables influenced by other independent factors. The study surveyed
130 students in economics fields, currently in their second and third years at University of Phan Thiet , using hypothesis testing through linear structural equation modeling with SmartPLS 4.1. The research results indicate that brand awareness, brand association, and brand loyalty have a positive impact on purchase decisions. As a result, the authors provide some implications for managers.