PLS-SEM algorithm in Brand Equity Component

Abstract

The overall goal of this paper is to use Smartpls Software to investigate the effects of brand equity components on purchasing intentions by PLS-SEM. PLS-SEM algorithm in Smartpls 3.2.7 for analyzing statistics. The study was conducted in Ho Chi Minh City, Vietnam. The results showed that there is a noticeable positive relationship between brand equity components on consumer purchasing intentions, related to their willingness to continue buying the brand of conditioner they love. It found that Brand Awareness, Brand Association, Brand Loyal, and Brand Perceived Quality have a positive and statistically significant impact on Customer Purchase Intention. Brand loyalty and brand awareness have a positive and strong influence on Customer Purchase Intention while Brand Perceived Quality and Brand Association effects are weaker than the Customer Purchase Intention.