Impacts of online reviews on brand images: A case study in Vietnam
Published: July 22, 2026
Abstract
This study analyzes the impact of online reviews on brand images of cosmetic products in Vietnam. The study’s results show that the factors of quality, source, consistency, and recipient have positive impacts on the credibility of online reviews. In addition, the credibility of online reviews has a positive and significant impact on the brand image of the reviewed products. Based on the study’s findings, some management implications are proposed to help businesses focus on controlling and exploiting online reviews as a marketing tool to enhance their brand images.
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