The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh City

The purpose of this study is to measure the effectiveness of factors of brand, including Brand Positioning, Brand Knowledge, Attitude towards Organic Rice Brand, and Organic Rice Purchase Intention. The survey was conducted with a sample of 224 consumers shopping at four organic rice shops in Ho Chi...

Full description

Saved in:
Bibliographic Details
Published in:Ho Chi Minh City Open University Journal of Science - Economics and Business Administration 2020-05, Vol.10 (1), p.120-132
Main Authors: Hoang Thi Phuong Thao, Lu Van Bao Long, Nguyen Le Thai Hoa
Format: Article
Language:English
Subjects:
attitude towards the brand
brand knowledge
brand positioning
organic rice
organic rice purchase intention
Citations: Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The purpose of this study is to measure the effectiveness of factors of brand, including Brand Positioning, Brand Knowledge, Attitude towards Organic Rice Brand, and Organic Rice Purchase Intention. The survey was conducted with a sample of 224 consumers shopping at four organic rice shops in Ho Chi Minh City. The research was performed by quantitative research methods: Cronbach's Alpha Reliability Analysis, Exploratory Factor Analysis (EFA), Confirm Factor Analysis (CFA), and Structural Equation Modeling (SEM). The research results were conducted in two direct models and the indirect models in which the indirect model was supported. This means that brand positioning and brand knowledge had no direct impact on the Intention to buy organic rice, but only an indirect one through the consumer attitude towards the organic rice brand.
ISSN:2734-9314
2734-9586
DOI:10.46223/HCMCOUJS.econ.en.10.1.225.2020