| dc.description.abstract | The cosmetics market in Vietnam, especially in Ho Chi Minh City, has high
consumer demand but lacks a dominant monopoly brand. This presents an opportunity for
cosmetic brands to rapidly develop if they can capture this market. However, the market is
highly competitive with many domestic and international players. To succeed, cosmetic brands
need a clear understanding of consumers in Ho Chi Minh City. This study aims to help brands
target consumers by analyzing the impacts of Country of Origin and Consumer Ethnocentrism
on Brand Equity in this context.
Previous studies have analyzed the relationships between Country of Origin,
Consumer Ethnocentrism, and Brand Equity in the cosmetics market. However, there is limited
research comparing the impacts of Country of Origin and Consumer Ethnocentrism on Brand
Equity in the Vietnamese cosmetics market. This study aims to investigate and analyze these
relationships across the four brand equity dimensions in the context of the cosmetics industry
in Ho Chi Minh City.
The researchers used a quantitative survey with convenience sampling to test the
hypotheses. The online survey had 320 valid respondents, and the data was analyzed using
SPSS 20 and AMOS 23. The findings show that Country of Origin and Consumer
Ethnocentrism positively influence Brand Equity. However, the direct effect analysis indicates
only Country of Origin has a significant impact, while Consumer Ethnocentrism has an
insignificant direct impact. The study also examined mediating relationships. It found that
Consumer Ethnocentrism has a positive relationship with Brand Equity through the mediating
variables of Brand Awareness, Perceived Quality, Brand Loyalty, and Brand Image. Similarly,
Country of Origin also has a positive relationship with Brand Equity through these mediating
variables. Based on these conclusions, the researchers will provide recommendations for
cosmetics companies and future research, as well as identify the study's limitations. | en_US |
