The effects of Vinamilk's advertising and public relation on repurchase intention through brand awareness and consumer's perception

Abstract

This study was conducted to identify the effects of VinaMilk’s advertising message, kinds of advertisement, and public relation on repurchase intention through consumers’ perception and brand awareness. For this study, the concept of brand awareness was considered as brand recall and brand recognition. Consumers’ perception included customers’ product perception and perceived quality of product. Quantitative approach was the major method used, with statistical techniques applied, including factor analysis, multiple regression, and path analyses. The unit of analysis was at the corporate level with the target population of consumers who used the VinaMilk’s product. This study found that in order to achieve repurchase intention, VinaMilk Company should; a)pay intention on advertising message, b)concentrate on kinds of advertisement, c)increase more and more public relation activity. In addition, the results of this study showed empirical evidence that the repurchase intention was directly affected by factors of brand recall, brand recognition and perception of product. On the other hand, the factors of advertising message, kinds of advertisement and public relation activity indirectly affected the repurchase intention.