| dc.description.abstract | The sustainable growth of global fast fashion brands has been threatened by
the increasingly fierce competition against its local counterparts, especially
among university students who are more receptive to new information and less
loyal to a specific brand. This study integrates two behavior intention models
being the Theory of Planned Behavior (TPB) and Cognitive-Affective (CA)
model with the purpose of determining important components forming the
intentions to buy global fast fashion brand goods among undergraduates in
Vietnam. Among distributed questionnaires, 331 valid responses were
recorded. Partial Least Squares Structural Equation Modeling (PLS-SEM) was
employed to conduct data analysis and found that the attitude towards global
brands was the most influential component and that emotional values gained
from such brands is a partial intermediary between attitude and intentions to
purchase. Besides, the subjective norm was also a notable contributor to
purchase intentions. From such findings, the study derives theoretical and
practical suggestions for future application. | en_US |
