THE IMPACT OF BRAND EMOTIONS ON INDIVIDUAL CAR PURCHASE INTENTIONS IN THE VIETNAMESE MARKET: THE MEDIATING ROLE OF BRAND LOVE AND BRAND ENVY

Abstract

Abstract: The paper explores the relationship between brand trust, self-esteem, brand attachment, and analyzes the mediating roles of brand love and brand envy in the purchase intentions of individual car consumers in the Vietnamese market. This study combines two emotionally contrasting factors, brand love and brand envy, which have similar significance in terms of their stimulating effects on consumer purchase intentions. The research findings affirm that both brand envy and brand love significantly influence customers' emotions when they have the intention to purchase. Therefore, managers should maximize customer emotions not only in terms of brand love but also by creating brand envy to boost individual car purchase intentions and general product purchases.

Keywords: Brand envy; Brand trust; Individual car; Brand love; Purchase intention.