Affiliations:
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
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.
Brand equity, Purchase intention, Brand preference, Life insurance, Vietnam
https://doi.org/10.21833/ijaas.2025.08.019
Lan, L. T., Man, D. T., Hieu, L. Q., Thanh, B. T., & Hung, P. D. (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. https://doi.org/10.21833/ijaas.2025.08.019