| dc.description.abstract | The economy of Viet Nam has become increasingly developed recently and integrated into the world’s economy. The standard of living of Vietnamese people has been improving; they are becoming more knowledgeable in purchasing goods and services as well as having more opportunities to make a smart purchasing decision. Therefore, understanding the customer’s psychology is very important with any company in building a strong brand. The purpose of this research is to evaluate the impact of brand equity on customer purchase intention through four components of brand equity. The objective of research is the jewelry market in Ho Chi Minh City since this is a new market with high potential development in Viet Nam and there are a number of customers living here. Furthermore, Ho Chi Minh City is a typical market in Viet Nam by virtue of its leading role of an economic center of Viet Nam. Through this research, the importance of a strong brand will be discussed. The analysis of how much it is meaningful to customer’s psychology and how it affects the customer’s purchase intention will also be examined. As a result, the thesis will help companies to have a good strategy for their brand-name and enhance their business.
Keywords: brand quity, component, purchase intention, customer, jewelry, Ho Chi Minh City | en_US |
