THE IMPACT OF BRAND EQUITY COMPONENTS ON CONSUMERS’ PURCHASE INTENTION TOWARD SMARTPHONES IN LONG XUYEN

Abstract
This study aims to achieve two main objectives: (1) to identify the components of brand equity and (2) to analyze their impact on consumers’ purchase intention for smartphones. A sample of 140 consumers in Long Xuyen City was selected using a convenience sampling method. The collected data were analyzed through statistical methods, including Cronbach’s Alpha reliability test, exploratory factor analysis, and regression analysis. The results of the model testing confirm that brand awareness, brand association, perceived quality, and brand loyalty are the four key components of brand equity, consistent with existing theories and previous studies. Furthermore, these factors positively influence consumers’ purchase intention for smartphones.
Keywords: Perceived quality, consumer behavior, brand equity, brand association, brand loyalty, brand awareness, purchase intention.
JEL Classification: L86, L63, M3, O14.

DOI: 10.63767/TCKT.33.2025.15.25

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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373