期刊名称：Ho Chi Minh City Open University Journal of Science - Economics and Business Administration
印刷版ISSN：2734-9314
电子版ISSN：2734-9586
出版年度：2020
卷号：10
期号：1
页码：120-132
DOI：10.46223/HCMCOUJS.econ.en.10.1.225.2020
语种：English
出版社：HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE
摘要：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.
