HOW BRAND IMAGE, BRAND REPUTATION, AND DISCOUNT FRAMING AFFECT VIETNAMESE CUSTOMER BEHAVIOR ON E-COMMERCE PLATFORMS
DOI:
https://doi.org/10.18623/rvd.v22.n5.3906Palabras clave:
Brand Image, Brand Reputation, Customer Behavior, Discount Framing, E-commerceResumen
E-commerce has become a dominant form of retail globally, reshaping consumer behavior and marketing strategies. In emerging markets such as Vietnam, the rapid growth of digital platforms presents both opportunities and challenges for understanding customer decision-making. This study investigates the effects of discount framing, brand image, and brand reputation on customer behavior in online shopping contexts. It gathered data from 289 respondents who actively use e-commerce platforms via a structured questionnaire. After assessing their quality, the study employed them to test various hypotheses developed from marketing literature. The findings reveal that discount framing and brand image significantly and positively influence customer behavior, while brand reputation shows no statistical effect. These results suggest that promotional strategies and visual brand perceptions play a more decisive role than reputation in shaping online purchasing decisions in Vietnam. The study contributes to the literature by extending behavioral theories to e-commerce environments in a developing economy. It also has practical implications for platform developers and vendors seeking to optimize marketing strategies and enhance consumer engagement.
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