International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 12, Issue 8 (August 2025), Pages: 202-213

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 Original Research Paper

The impact of enterprise brand equity on customer purchase intention through brand preference

 Author(s): 

 Le Thi Lan 1, Do Thi Man 1, *, Le Quang Hieu 1, Bui Tien Thanh 2, Pham Duy Hung 3

 Affiliation(s):

  1Faculty of Economic and Business Administration, Hong Duc University, Thanh Hoa, Vietnam
  2Thanh Hoa Young Entrepreneurs Association, Thanh Hoa, Vietnam
  3Faculty of Economics and Business Administration, Tan Trao University, Tuyen Quang, Vietnam

 Full text

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 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0009-0005-6788-7931

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.08.019

 Abstract

This study investigates how different elements of brand equity influence customers' intention to buy Hanwha Life Insurance in Vietnam, with a focus on brand preference as a mediating factor. A mixed-methods approach was used. Qualitative data were gathered through in-depth interviews, and quantitative data were collected from a convenience sample of 200 customers. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed relationships. The results show that brand equity components not only have a direct effect on purchase intention but also have an indirect effect through brand preference. This study adds to the existing literature by highlighting the important role of brand preference in linking brand equity to purchase intention in the life insurance sector. It helps to better explain how customer preferences influence their buying behavior, especially in the context of Vietnam. The study also offers practical suggestions for insurance companies and agents to improve brand value in ways that increase customer preference and encourage them to choose their brand in a competitive market.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Brand equity, Purchase intention, Brand preference, Life insurance, Vietnam

 Article history

 Received 7 February 2025, Received in revised form 8 June 2025, Accepted 29 July 2025

 Acknowledgment

No Acknowledgment. 

 Compliance with ethical standards

 Ethical considerations

This research was conducted in accordance with the ethical principles for research involving human participants. Participation in both the qualitative interviews and quantitative survey was voluntary, and informed consent was obtained from all respondents prior to data collection. Respondents were assured that their information would remain confidential, used solely for research purposes, and reported only in aggregated form.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Lan LT, Man DT, Hieu LQ, Thanh BT, and Hung PD (2025). The impact of enterprise brand equity on customer purchase intention through brand preference. International Journal of Advanced and Applied Sciences, 12(8): 202-213

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 Figures

  Fig. 1   Fig. 2

 Tables

  Table 1  Table 2  Table 3  Table 4  Table 5 

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