Abstract

Today, brand equity is acknowledged as a key component of a company’s business strategy, a tactical issue for achieving a competitive edge, a key component of brand building, and a tool for gauging the long-term effects of actions in marketing. Research of brand equity on purchase intentions for goods like food, smartphones, and green products is frequently available empirically, whereas instant coffee studies are less prevalent. Thus, to close this gap in the literature, the aim’s research is to empirically evaluate the impact of brand equity on consumers’ intent to use instant coffee. The conceptual model of brand equity components is built on Aaker’s model. Using a Google form and a convenience sampling technique, this study examined a sample of 296 consumers who bought instant coffee. A 5-point Likert scale was used in the measurement. The research model was suggested based on earlier investigations. Data from 296 clients was obtained, and SmartPLS software was utilized to evaluate it. Analyze the scales’ validity and reliability concerning the measurement model. The reliability of the scales was assessed using composite reliability and Cronbach’s alpha. Discriminant validity was also assessed using the Fornell-Larcker index. Structural equation modeling was used to analyze the effects of the research’s hypotheses. The results demonstrated that brand equity dimensions favorably influence consumers’ purchasing intentions for instant coffee. Specifically, brand awareness has a favorable correlation with consumers’ purchasing intent. Perceived quality and purchase intention are related positively. Additionally, brand associations and buyers’ purchase intentions have been positively impacted. Brand loyalty has also positively impacted consumers’ intentions to buy. Brand awareness is the most crucial factor that impacts the intention to buy instant coffee. The empirical research on the impact of brand equity components on the intention to purchase instant coffee is a gap in the literature that this study is aimed to fill. Moreover, the managers of instant coffee will also benefit from knowing how brand equity dimensions affect consumers’ intentions to buy instant coffee as they develop marketing strategies to increase those intentions.

Keywords: brand awareness, brand association, perceived quality, brand loyalty, brand equity, purchase intention, instant coffee, Vietnam.

JEL Classification: M19, M30, M31.

Cite as: Cuong, D. T (2023). Impact of Brand Equity on Intention to Use Instant Coffee Marketing and Management of Innovations, 1, 111-121. https://doi.org/10.21272/mmi.2023.1-10

This work is licensed under a Creative Commons Attribution 4.0 International License

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