THE IMPACT OF BRAND EQUITY ON CONSUMER TRUST AND PURCHASE INTENTION TOWARDS HEALTHCARE PRODUCTS

Purpose The objective of this study is to analyze the impact of brand equity on consumer trust and purchase intention regarding healthcare products among Vietnamese consumers. Methodology – The data collected through a personal survey of 300 consumers using health care products were included in the analysis. The analyses conducted using SPSS 23 and SmartPLS 3 confirmed the existence of several statistically significant and noteworthy relationships. Findings – The results indicate that brand equity has a strong impact on customer trust, thereby enhancing Vietnamese consumers’ purchase intention toward health care products. The findings also reveal that brand personality exerts the most significant positive influence on customer trust, while brand awareness has a negative impact on trust, consequently reducing purchase intention. Moreover, customer trust has a direct effect on consumers’ purchase intention. Research implications – The study focuses on examining only a few specific aspects of brand equity and does not fully explore its other dimensions. Originality – The findings offer several important insights into the theoretical foundations of brand equity, consumer trust and purchase intention - specifically, how these constructs are conceptualized and established, as well as how their interrelationships are formed in the context of health care product consumption.