BRAND SWITCHING, BRAND LOYALTY AND PURCHASE INTENTION: EVIDENCE FROM VIETNAM

Authors: Huynh Thi Thuy Duong & Ha Dinh Tung*

ABSTRACT

Brands play an important role for firms to increase purchase intention. Brand loyalty enhances the relationship between firms and customers, which leverages purchase decisions without comparisons. Moreover, brand switching helps firms gain more customers from competitors because of more value for customers. This study examines the influence of brand switching and brand loyalty on customers’ purchase decisions. The research surveyed 373 Vietnamese who had online purchasing activities in the period March 2026 and May 2026, and the analysis was performed with the SEM method and SPSS 25 and AMOS 25 software. The results show that both brand switching and brand loyalty have a positive influence on customers’ purchase decision, with brand loyalty exerting the stronger effect. The findings offer implications for firms seeking to strengthen customer retention and safeguard purchase decisions in a competitive market.

Keywords: brand loyalty, brand switching, purchase decision, Vietnam.

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