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The Relationship Between Product Quality, Brand Image, Purchase Decision, and Repurchase Intention

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Proceedings of International Conference on Emerging Technologies and Intelligent Systems (ICETIS 2021)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 299))

Abstract

Repurchase intention relates to the client’s behavior to rebuying because of the pleasure with the prior buying experience. Little research has measured the connection between product quality, the brand image on purchase decision, and repurchasing intent. This research seeks to fill this space within the literature. The author suggests the study model from prior studies and then tested it using empirical data from 249 customers at fast-food restaurants in Ho Chi Minh City. We use the Partial Least Squares approach to test measuring and structural models. Partial least squares (PLS) path modeling is a variance-based SEM (structural equation modeling) method commonly implemented in marketing and social sciences. The findings indicate that product quality has positively linked the brand image, purchasing decision, and rebuying intent. The results display brand image has positively correlated to buying decisions and rebuying intentions. Moreover, the study’s findings illustrate buying decisions has entirely connected to repurchase intention.

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Author information

Authors and Affiliations

  1. Industrial University of Ho Chi Minh City, Ho Chi Minh City, Vietnam

    Dam Tri Cuong

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  1. Dam Tri Cuong
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Correspondence to Dam Tri Cuong .

Editor information

Editors and Affiliations

  1. The British University in Dubai, Dubai, United Arab Emirates

    Mostafa Al-Emran

  2. Universiti Teknologi Malaysia, Skudai, Johor, Malaysia

    Mohammed A. Al-Sharafi

  3. Al Buraimi University College, Al Buraimi, Oman

    Mohammed N. Al-Kabi

  4. The British University in Dubai, Dubai, United Arab Emirates

    Khaled Shaalan

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Cuong, D.T. (2022). The Relationship Between Product Quality, Brand Image, Purchase Decision, and Repurchase Intention. In: Al-Emran, M., Al-Sharafi, M.A., Al-Kabi, M.N., Shaalan, K. (eds) Proceedings of International Conference on Emerging Technologies and Intelligent Systems. ICETIS 2021. Lecture Notes in Networks and Systems, vol 299. Springer, Cham. https://doi.org/10.1007/978-3-030-82616-1_44

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