Strategic solutions for developing Mancode by PNJ as a masstige men’s jewelry brand in Vietnam

Abstract

This study examines the factors influencing consumers’ purchase intention toward MANCODE by PNJ, a masstige men’s jewelry brand in Vietnam. The study investigates the relationships among masstige consumption values, masstige brand equity, brand credibility, and purchase intention. A quantitative research approach was employed, and data were collected from 308 respondents in Ho Chi Minh City. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that masstige brand equity and brand credibility positively influence purchase intention. Among the dimensions of masstige consumption values, individual value has the strongest impact on masstige brand equity, followed by financial value and social value, while functional value does not show a significant effect. The results suggest that consumers are more influenced by symbolic and emotional benefits, such as self-expression, lifestyle, and social image, than by functional product attributes when evaluating a masstige men’s jewelry brand. Based on the findings, the study proposes managerial implications for MANCODE by PNJ, including strengthening masculine brand identity, enhancing emotional connection through storytelling, leveraging PNJ’s credibility, and developing a stronger lifestyle positioning to support long-term brand growth in the Vietnamese market.