ẢNH HƯỞNG CỦA CÁC YẾU TỐ CẤU THÀNH TÀI SẢN THƯƠNG HIỆU ĐẾN Ý ĐỊNH MUA ĐIỆN THOẠI THÔNG MINH: NGHIÊN CỨU TRƯỜNG HỢP CỦA SINH VIÊN CÁC TRƯỜNG ĐẠI HỌC TRÊN ĐỊA BÀN TỈNH THANH HOÁ

Abstract

Smartphones are becoming indispensable tools for a part of people around the world, especially young people. Currently, on the market, there are many smartphone brands, so the choice of consumers is quite diverse. In the present study, the authors investigate the relationship between the factors constituting the brand value and the intention to buy smartphones of university students in Thanh Hoa province. To achieve the research objective, the authors used a structured questionnaire to investigate the intention to buy  mobile phones of students at 3 universities in Thanh Hoa province. The data obtained from the survey was filtered and analyzed using SPSS 20.0 software. The results show that all four components of brand equity have a positive effect on students' intention to buy smartphones. The research results can be the basis for phone manufacturing companies to have appropriate solutions to improve the brand equity of the business, thereby promoting the consumption behavior of customer