Proceedings of the International Conference on Application of AI and Statistical Decision Making for the Business World, ICASDMBW 2022, 16-17 December 2022, Rukmini Devi Institute of Advanced Studies, Delhi, India

Research Article

Brand equity and purchase intention for ecommerce platforms in Vietnam

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  • @INPROCEEDINGS{10.4108/eai.16-12-2022.2326203,
        author={Joao  Fialho and Nguyen  Diep},
        title={Brand equity and purchase intention for ecommerce platforms in Vietnam},
        proceedings={Proceedings of the International Conference on Application of AI and Statistical Decision Making for the Business World, ICASDMBW 2022, 16-17 December 2022, Rukmini Devi Institute of Advanced Studies, Delhi, India},
        publisher={EAI},
        proceedings_a={ICASDMBW},
        year={2023},
        month={2},
        keywords={e-commerce brand equity purchase intention shopee lazada tiki vietnam},
        doi={10.4108/eai.16-12-2022.2326203}
    }
    
  • Joao Fialho
    Nguyen Diep
    Year: 2023
    Brand equity and purchase intention for ecommerce platforms in Vietnam
    ICASDMBW
    EAI
    DOI: 10.4108/eai.16-12-2022.2326203
Joao Fialho1,*, Nguyen Diep1
  • 1: British University of Vietnam
*Contact email: joao.f@buv.edu.vn

Abstract

In this paper a quantitative approach is taken to identify factors that influence purchase intention and brand equity ion the top 3 e-commerce platforms in urban Vietnam. Overall perceived brand equity and purchase intention is compared amongst these brands to rank them and an analysis on individual factors leading to brand equity or purchase intention is conducted. As each brand is analyzed individually, a summary of factors influencing each one is presented, as different brands will be impacted by different factors. Techniques used rely mostly on ANOVA and regression analysis.