Özet:

The goal of this research was to examine the effect of brand equity on consumer purchasing decisions at mobile retailers (MR). This study was based on research on the decision-making process and brand equity. There were five factors in the study - brand awareness (BAW), brand loyalty (BL), brand association (BAS), perceived quality (PQ), and advertising (AD). The data was collected from 261 consumers who bought products at MB in Ho Chi Minh city, Vietnam by using a survey questionnaire. The results showed that brand loyalty, brand association, and advertising are impacted on consumer purchase decisions, in which the most influential factor is brand loyalty, and the least impact factor is the brand association. Brand awareness and perceived quality are not impacted on consumer purchase decisions. This study suggested that MR should focus on brand loyalty, advertising, and brand association such as improving the quality of services to consumers have great experiences at stores. Besides, the advertising of MR is easy to understand and interesting, therefore, MR should enhance quality advertisement to attract consumers. After that, consumers can quickly recall the symbol, logo, or characteristics of MB, so they should enhance their image to consumer purchase products at mobile retailers.

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