COVID-19 vaccine hesitation and brand choice uncertainty

Purpose This study aims to examine individual behaviours regarding coronavirus disease-2019 vaccine brands. Design/methodology/approach Firstly, qualitative research identified the reasons for vaccine hesitancy in relation to specific brands using data gathered from 36 semi-structured interviews and processed with Leximancer software. Secondly, a new conceptual model was developed with data from 917 questionnaires and analysed using partial least squares-structural equation modelling. The model integrates health treatment effectiveness, vaccines’ immediate health benefits and individuals’ hope as antecedents of perceived vaccine brand reliability and company reputation and their relationships with choice uncertainty. Findings The results reveal that vaccine hesitancy can be linked with individual, group and contextual and vaccine brand influences and that brand reliability and company reputation antecedents have variable but statistically significant effects on choice uncertainty. Practical implications This research’s contribution lies in its analyses of vaccine acceptance and uncertainty from a vaccine brand perspective. The results can guide brand management policies implemented by public and private organisations. Originality/value This study contributes to academic literature by filling in two gaps. The first was that no prior studies have directly addressed vaccine brands’ impact, whereas the second gap was the need for brand management policies that public (e.g. governments and public health agencies) and private organisations (e.g. pharmaceutical laboratories) can apply.