Factors of brand value influencing the purchasing decisions of consumers: a case study of Thai Tuan ao dai fabric in Ho Chi Minh city

This study examined the impact of Thai Tuan Ao Dai fabric brand value on the purchasing decisions of consumers in Ho Chi Minh City. The results showed that the factors of brand loyalty, brand association, perceived quality, perceived value, product knowledge, and brand awareness all influence the consumer to purchase Thai Tuan Ao Dai fabric. In which the factor of brand loyalty has the strongest impact on the purchasing decisions of consumers. This shows that brand image has a strong impact on product consumption through brand loyalty. Therefore, to enhance the brand value and create competitive advantages in the market, businesses need to focus on how to attract customer loyalty, build and position the brand image so that customers always associate it with the brand, and have a plan for sustainable brand development.