The impact of enterprise brand equity on customer purchase intention through brand preference

Faculty of Economic and Business Administration, Hong Duc University, Thanh Hoa, Vietnam; Lan, Le Thi; Man, Do Thi; Faculty of Economic and Business Administration, Hong Duc University, Thanh Hoa, Vietnam; Hieu, Le Quang; Faculty of Economic and Business Administration, Hong Duc University, Thanh Hoa, Vietnam; Thanh, Bui Tien; Thanh Hoa Young Entrepreneurs Association, Thanh Hoa, Vietnam; Hung, Pham Duy; Faculty of Economics and Business Administration, Tan Trao University, Tuyen Quang, Vietnam

doi:10.21833/ijaas.2025.08.019

The impact of enterprise brand equity on customer purchase intention through brand preference

Faculty of Economic and Business Administration, Hong Duc University, Thanh Hoa, Vietnam, Lan, Le Thi, Man, Do Thi · International Journal of ADVANCED AND APPLIED SCIENCES · 2025