The Effect Of A Limited Products Characteristics On Brand Trust And Purchase Intention Through Perceived Values. The Case Of Starbuck In Vietnam

Abstract

The trend of limited-edition products (LEP) has garnered significant attention among the Vietnamese populace, particularly the younger demographic, thereby creating a lucrative marketing avenue for premium brands. The objective of this research is to examine the product attributes of LEP, such as rarity, distinctiveness, and individuality, and their impact on social and economic worth, brand reliability, and buying inclination. A theoretical framework is constructed to investigate the interrelationships among the concepts of uniqueness, psychological reactance, and commodity, drawing on relevant theories. A survey was administered to a sample of 338 Vietnamese consumers between the ages of 18 and 45, utilizing convenience and snbowball sampling methods. The survey was questionnaire-based. The results indicate that, with the exception of the correlation between scarcity and economic value, all product attributes of LEP have a favorable influence on both social and economic values. Furthermore, the attributes of scarcity, uniqueness, and selfexpression are known to exert a favorable influence on the social value of a given entity. It is noteworthy that the influence of social value on brand trust is not direct, whereas economic value is a crucial factor in fostering brand trust. The positive impact of both social and economic value on purchase intention has been observed. Nevertheless, the trustworthiness of a brand does not have a direct effect on consumer purchasing behavior. The findings underscore the significance of comprehending the distinct cultural and market milieu of Vietnam when interpreting the associations between restricted edition commodities and consumer conduct. This research offers significant contributions to the business community in Vietnam by providing insights that can aid in the customization of marketing strategies and product offerings to align with the distinctive preferences and expectations of Vietnamese consumers regarding limited edition products. The study also includes theoretical implications, limitations, and recommendations for future research.