The Impact of Brand Equity on Consumer Intention: A Case Study for COVID-19 Vaccine Products in Vietnam

Maintaining and expanding brand equity is regarded as an essential component of brand development. Effective management of brand equity leads to more opportunities for brand extension and the ability to draw in more customers. Brand equity, in particular, has a positive impact on consumer purchase intention. The purpose of this study is to look into the relationships between brand equity and consumption intention from the perspective of Vietnamese customers of India’s COVID-19 vaccine products. Primary data is aggregated from 475 Vietnamese citizens with different occupations and backgrounds 18 years of age or older. The findings of the study show that consumption intention is positively inspired by brand equity, including brand association and brand quality. If consumers perceive high brand equity, it will have a higher impact on promoting consumption intention to the brand. India’s COVID-19 vaccine needs to invest more in building brand equity in the Vietnamese market if it wants to increase the consumption choices of Vietnamese people. To create a good brand association and brand quality for India’s COVID-19 vaccine, it is necessary to focus on communicating the good properties of the Indian-made vaccine such as safe, high protective effect, high immunity and protection, and long duration of immunity of vaccines.