Impact of brand equity on customer behavior: Evidence from Tien Phong Commercial Joint-Stock Bank (TPBank) in the era of digital banking

In the context of rapid digital transformation, the banking sector is undergoing profound changes driven by technological innovation and evolving customer expectations. This study examines the impact of brand equity on customer behavior, with a particular focus on Tien Phong Commercial Joint Stock Bank (TPBank) in Vietnam. It aims to analyze how digitally oriented components of brand equity influence customer behavior within an increasingly competitive banking environment. A mixed-methods approach is employed, integrating qualitative insights with quantitative analysis based on data collected from 300 customers who have used TPBank’s digital services, including LiveBank and mobile banking applications. The study applies Cronbach’s Alpha, Exploratory Factor Analysis (EFA), and multiple regression techniques to assess the relationships among variables. The findings indicate that five components: brand engagement, LiveBank convenience, brand trust, digital service experience quality, and personalization, exert significant positive effects on customer behavior. Among these, digital experience quality emerges as the most influential factor, while personalization demonstrates a comparatively weaker effect. The study contributes to the literature by extending traditional brand equity frameworks to incorporate digital banking dimensions and provides empirical evidence on the role of digital service quality in shaping customer engagement and behavioral outcomes.