Fialho, Joao and Diep, Nguyen (2023) Brand equity and purchase intention for ecommerce platforms in Vietnam. In: Proceedings of the International Conference on Application of AI and Statistical Decision Making for the Business World, ICASDMBW 2022, 16-17 December 2022, Rukmini Devi Institute of Advanced Studies, Delhi, India.
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Abstract
In this paper a quantitative approach is taken to identify factors that influence purchase intention and brand equity ion the top 3 e-commerce platforms in urban Vietnam.
Overall perceived brand equity and purchase intention is compared amongst these brands to rank them and an analysis on individual
| Item Type: | Conference or Workshop Item (UNSPECIFIED) |
|---|---|
| Date Deposited: | 04 Mar 2026 16:04 |
| Last Modified: | 17 Apr 2026 03:43 |
| URI: | http://eprints.eai.eu/id/eprint/42104 |
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