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

Hoang Thi Phuong Thao (), Lu Van Bao Long and Nguyen Le Thai Hoa
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Hoang Thi Phuong Thao: Postgraduate school, Ho Chi Minh City Open University, Vietnam, Vietnam
Lu Van Bao Long: Postgraduate school, Ho Chi Minh City Open University, Vietnam, Vietnam
Nguyen Le Thai Hoa: Business Administration School, Saigon Technology University (STU), Vietnam, Vietnam

HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 2020, vol. 10, issue 1, 120-132

Abstract: 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.

Keywords: organic rice; brand positioning; brand knowledge; attitude towards the brand; organic rice purchase intention (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:bjw:econen:v:10:y:2020:i:1:p:120-132

DOI: 10.46223/HCMCOUJS.econ.en.10.1.225.2020

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