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10 (1) 2020 - The 30th Anniversary of Ho Chi Minh City Open University

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


Author - Affiliation:
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
Corresponding author: Hoang Thi Phuong Thao - thao.htp@ou.edu.vn

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

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Cite this paper as:

Hoang, T. P. T., Lu, V. B. L., & Nguyen, L. T. H. (2020). The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh City. Ho Chi Minh City Open University Journal of Science – Economics and Business Administration, 10(2), 136-148. doi:10.46223/HCMCOUJS.econ.en.10.1.225.2020


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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.10.1.225.2020
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