Investigating the influence of brand equity components on purchase intention of grabtaxi service - A case in Ho Chi Minh city
Abstract
The development of the transport vehicles has significantly increased for
few years. Specifically, in current situation, the city center as large and populous as
Ho Chi Minh City, travelling is the thing that people are worried and concerned.
GrabTaxi is an automatic navigation applications and coordination for taxi bookings
on smartphones in South East Asia. GrabTaxi aims to improve the local taxi market
by starting a simple, cost-effective both two parties supply (shipping companies) and
demand (passengers). However, consumers are sometimes anxious about how to
conduct the operation using while there are many reliable brands and easier to use in
the market. Therefore, there is an urgent need to conduct an investigation of the
impact of Brand Equity components on Purchase Intention - an application of
GrabTaxi service in Ho Chi Minh City.