Year: 2024
Type: article
Study design: Observational Study
Abstract: This study explores the relationships between brand personality, brand identification, perceived quality of the brand, and brand trust and the moderating role of age in the above relationships. The questionnaire was sent to respondents in Vietnam in 2019 to gather data on consumer behavior toward mobile gadgets, including laptops, mobile handsets, technological branding that may change for decades. We collected 228 cases for the research, of which 175 cases were used. The paper uses the survey-based methodology and SEM analysis technique with the sample collected in Vietnam. According to our ndings, the antecedents of brand personality, brand identication, and perceived quality have positive impacts on brand trust. Additionally, we also nd that age, a generation measurement, has a negative moderating eect on the relationship between brand personality and brand trust, and age positively moderates the relationship between perceived quality and brand trust. However, age has no moderating eect on the relationship between brand identication and brand trust. We also present the contributions to academic and managerial areas.
Authors: Manh Dinh Phan, Le Huynh Thi Tran
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4408087932