Title: The Vietnamese context: the effects of brand personality and social media on purchase intentions of authentic agricultural products

Authors: Tuong-Vi Thi Tran; Quang Nhut Ho; Tho Alang; Nhu-Ty Nguyen

Addresses: School of Business, International University, Vietnam National University, Ho Chi Minh City, 700000, Vietnam ' International University, Vietnam National University, Ho Chi Minh City, 700000, Vietnam ' Marketing Department, School of Business, International University, Vietnam National University, Ho Chi Minh City, 700000, Vietnam ' School of Business, International University, Vietnam National University, Ho Chi Minh City, 700000, Vietnam

Abstract: Agricultural products have been referred to be commodities in previous research. There is, however, a considerable void in current marketing literature focusing on genuine agricultural products. We suggest a new conceptualisation model based on Social Identity Theory to fill gaps in the marketing literature. This study explores how notions based on social identity influence purchase intentions. In addition, we provide a theoretical distinction among related constructs: "brand personality", "social identity", "brand equity", "brand authenticity", and "consumer preference" and examine the moderating impacts of "social media". A quantitative approach technique using SPSS and AMOS tools is used for operating the model. Using data collected from a survey of over 600 users from Vietnam's Northern, Central, and Southern regions, the model is empirically validated. Our conclusions support existing research on authentic and unique brand marketing, and social identity marketing. Finally, our research makes substantial management achievements in marketing and international business.

Keywords: brand personality; brand authenticity; brand equity; social identity; consumer preference; purchase intention; social media.

DOI: 10.1504/JGBA.2023.138512

Journal for Global Business Advancement, 2023 Vol.16 No.2, pp.250 - 284

Received: 20 Nov 2023
Accepted: 16 Jan 2024
Published online: 08 May 2024 *

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