THE IMPACT OF PERCEIVED BRAND EQUITY, BRAND PERSONALITY, AND SOCIAL INFLUENCE FACTORS TOWARDS PURCHASE INTENTION IN THE VIDEO STREAMING SERVICE OF GLOBAL BRANDS IN VIETNAM

Abstract

This study investigated the impact of Perceived Brand Equity, Brand Personality, and Social Influence on Purchase Intention toward global brand video streaming services. The population was Vietnamese people who purchased or used video streaming services. The research conducted a quantitative analysis and collected 400 samples via online questionnaires. The survey used question types such as closed-ended, multiple-choice, and 5-point Likert scale questions. The statistics used were frequency, percentage, mean, standard deviation, and multiple regression. The results showed that Brand Personality and Social Influence significantly influenced Purchase Intention at the statistically significant level of 0.05. However, Perceived Brand Equity insignificantly influenced Purchase Intention towards video streaming services of global brands in Vietnam at the statistically significant level of 0.05.