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Kinh tế và kinh doanh

Nguyễn Đình Toàn(1), Lê Đặng Hà Anh, Trương Ngân Giang, Trương Linh Giang, Vũ Việt Vinh

Ảnh hưởng nhận thức của thế hệ Z đối với thương hiệu theo chủ nghĩa hành động đến lòng trung thành thương hiệu: So sánh sự khác biệt giữa các thành phố

The Perceived Influence of Generation Z on Actionist Brands on Brand Loyalty: Comparing Differences Between Cities

Tạp chí Nghiên cứu Kinh tế và Kinh doanh Châu Á

2022

7

19-37

2615-9104

Nhà quản trị, Kinh doanh, Thế hệ Z, Thương hiệu theo chú nghĩa hành động, Lòng trung thành thương hiệu, Thương hiệu

Generation Z, Brand activism, Brand loyalty, Brand attitude

Nghiên cứu phân tích ảnh hưởng nhận thức của thế hệ Z đối với thương hiệu theo chủ nghĩa hành động đến lòng trung thành thương hiệu, đồng thời kiểm định ảnh hưởng của biến kiểm soát là khu vực sinh sống. Trên cơ sở dữ liệu khảo sát gồm 1.133 giới trẻ thế hệ Z tại Việt Nam, mô hình cấu trúc tuyến tính (SEM) và phương pháp phân tích đa nhóm đã được sử dụng để kiếm định các giả thuyết. Kết quả nghiên cứu đã chỉ ra rằng các nhân tố: (1) Nhận thức về chất lượng lập luận, (2) nhận thức về tính xác thực, (3) nhận thức về động cơ nhân đạo, và (4) nhận thức về động cơ tư lợi có mức độ tác động khác nhau đến lòng trung thành thương hiệu giữa thế hệ Z sinh sống tại Hà Nội, Đà Nẵng, và TP. Hồ Chí Minh. Nghiên cứu đưa ra một số gợi ý có ý nghĩa đối với nhà quản trị thương hiệu trong việc triển khai các hoạt động thương hiệu theo chủ nghĩa hành động.
 
 

The study aims to analyze the influence of perception among generation Z towards brand activism and to test the influence of the control variables, which are the metropolitan areas, on brand loyalty. Structural equation modeling (SEM) and multi-group analysis methods are conducted to test the hypotheses with the survey data of 1,133 individuals of generation Z. Research results have shown that: (1) Perceived argument quality, (2) Perceived authenticity, (3) Perceived altruistic motives, and (4) Perceived self-interest motives have different levels of impact on brand loyalty among generation Z individuals living in Hanoi, Danang and Ho Chi Minh City. The study reveals significant suggestions for brand managers in implementing brand activism marketing campaigns.

TTKHCNQG, CVv 486

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