The impact of brand value on consumer shopping behavior at the governance of retail chains and mini supermarkets

Brand value is one of the tools to gain the competitive advantage of organizations (Gupta et al., 2020). Retail chains and mini supermarkets act as intermediaries, connecting various stages in the production chain for agricultural and industrial products, from input supply to market consumption. The objective of this paper is to measure the impact of brand value on consumer shopping behavior in the context of Vietnam. A survey was conducted with a sample size of 482 individual customers who have shopped at retail chains and mini supermarkets. The study employs quantitative methods through the verification and analysis of the structural equation modeling (SEM). The results show that brand value has both direct and indirect impacts on consumer shopping behavior at retail chains and mini supermarkets through mediating variables such as perceived usefulness, satisfaction level, and perceived risk. Additionally, the findings indicate that while perceived usefulness has a positive effect, perceived risk has a negative effect on consumer satisfaction. Based on these findings, the authors propose several recommendations to promote consumer shopping behavior at retail chains and mini supermarkets in Vietnam. The results also suggest new directions for future research.