The Vietnamese context: the effects of brand personality and social media on purchase intentions of authentic agricultural products
by Tuong-Vi Thi Tran; Quang Nhut Ho; Tho Alang; Nhu-Ty Nguyen
J. for Global Business Advancement (JGBA), Vol. 16, No. 2, 2023

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.

Online publication date: Wed, 08-May-2024

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