Vietnamese (Ho Chi Minh city) customers' purchase intention toward a global brand (United states) versus local brand
Que, Huynh Luong Mai
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This study of Vietnamese consumers, the young generation in specific, indicates the influences of some elements to the purchase intention of Calvin Klein brand and local brands. Based on the cognitive-affective model of buying intention, the research tests the relationship between the need for uniqueness characteristics of consumers, elements (perceived quality, emotional value) and Vietnamese purchase intention. A total of 172 acceptable responses taken by students and other people from 18-35 years old living in Ho Chi Minh city. By using SEM (Structural Equation Modeling), this study finds that there is a positive relationship between Vietnamese needs for uniqueness and attitudes toward American products. In addition, the negative relationship exists between the attitudes toward U.S. products and the perceived quality and emotional value of local brands, while it is a positive realtionship for Calvin Klein brand. Moreover, the study emphasizes that emotional value plays an important role in affecting on purchase intention of both Calvin Klein brand and local brands. Besides, there are some implications for both domestic and foreign retailers who want to enlarge the business in Vietnamese apparel market.