Improving the Brand Value of the E-commerce Platform Lazada in Ho Chi Minh City from the Consumer Perspective
Published: August 2, 2026
Abstract
This study is to identify factors that affect the brand value of the e-commerce platform Lazada and propose solutions to improve the brand value of Lazada. The study’s results show that there are four factors affecting the brand value of Lazada, namely the Brand loyalty, the Trust link, the Value link, and the Brand awareness. Based on the study’s findings, some solutions are proposed to help the leaders of Lazada develop suitable strategies to enhance its brand value in Vietnam.
Keywords
brande-commerce platformbrand valueLazadaconsumerHo Chi Minh City
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