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Exploring the brand experience of Korean brands on customer interactions in Ho Chi Minh City, Vietnam: non-linear structural equation modelling approach

Phan Cong Thao Tien, Nguyen Thanh Luan and Dang Quan Tri

EconStor Conference Papers from ZBW - Leibniz Information Centre for Economics

Abstract: The success of businesses in the foreign countries depends on their ability to give customers a positive shopping or using experience especially in Vietnam. While a multi-dimensional scale to evaluate the “brand experience" (BE) has been created, its practicality remains limited. To that end, this research used a multi-dimensional scale operationalization of BE in the Ho Chi Minh city’s marketplace to test a conceptual model demonstrating relationships between BE and customers' interaction (such as willingness to pay more, word-of-mouth, and continuous purchase intention) when consuming Korean brands. A total of 252 valid surveys were returned. The results show that there is statistical support for all of the direct impacts. This research adds to the existing body of knowledge in the fields of branding, and consumer behavior, with specific emphasis on the Korean brands setting. This research offers various actionable suggestions for improving the Korean brand experience and so increasing customers' propensity to pay premium prices, their frequency of future purchases, and the spread of positive brand perceptions across their social circles.

Keywords: Brand experience; WOM; Ho Chi Minh City’s consumers; Korean Brands (search for similar items in EconPapers)
Date: 2023
New Economics Papers: this item is included in nep-ipr and nep-sea
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