Relationship Between Brand Equity Dimensions and Consumer Behaviour: Empirical Study from Techcombank in Vietnam

ABSTRACT: Using the date obtained from Techcombank customers in Hanoi, the research has investigated dimensions of brand equity and the effects on consumer behaviour. Results indicated key brand value factors that shape customer behavior and subsequently developed a comprehensive research model. By employing standardized regression coefficients, the study quantifies the relative importance of these factors in predicting customer behavior. The findings underscore the pivotal role of brand value in fostering and sustaining brand loyalty among Vietnamese banking consumers.