Factors Affecting Brand Equity of E-Commerce Platforms in Vietnam Southeastern Provinces

The Vietnamese market is a fierce competition of e-commerce platforms, so it is extremely urgent to develop brand equity for sustainable competition. As the most dynamic economic region in Vietnam, the situation in the Southeast provinces is similar. This study collected responses from 150 people to examine and test the factors affecting the brand equity of Vietnamese e-commerce platforms. Survey data on factors affecting brand equity were tested by multivariable linear regression on SPSS software. The results show that: brand awareness, brand association, perceived quality and loyalty are the four factors that positively affect brand equity. From the above results, the study makes recommendations on advertising activities, product improvement and building a loyal customer base to help businesses develop brand equity.