Examining the effects of brand awareness, brand loyalty, perceived quality, and brand associations on consumers’ purchase intention through the mediating role of brand equity: The case of Cholimex in Vietnam

Abstract

Vietnam's FMCG market has fluctuated constantly with the development and fierce competition of domestic and international condiment brands. “Brand equity is considered a” significant factor in contributing to the operational outcomes, while boosting consumer shopping behavior. Reason for writing: is examine the influence of brand awareness, brand association, “perceived quality, and brand” loyalty on overall brand equity, and subsequently, the effect of brand equity on consumer’s purchase intention toward Cholimex products. Methods: Adopting quantitative research methods, research using survey questionnaires. “The PLS-SEM” model is applied to identify the factors that affect brand equity and the direct “relationship between brand equity and purchase intention. The” author received 601 responses from consumers aged 18 to 54 in large metropolitan areas. After filtering, 593 responses were used for analysis. Results: “Brand loyalty and” perceived quality have the most positive “impact on brand equity”, while brand association has only at the level of support and “brand awareness” that “does not have” strong influence on brand equity. In addition, brand equity positively impacts consumers' purchase intention toward Cholimex products. Conclusion: the study expands by empirically validating its linkage with purchase intention in the Vietnam’s condiment context. In addition, the results also help Cholimex managers propose solutions for Cholimex “businesses to develop effective brand strategies” and sustainable growth, stimulating consumers' purchase intention in an increasingly saturated market.