This research’s main objective was to empirical study the impact of brand credibility and perceived value on customer satisfaction and purchase intention at the fashion market. We gathered research data from 285 customers at fashion shops in Vietnam and using the PLS-SEM(partial least squares structural equation modeling) with Smart PLS software to analyze the data. The findings showed that brand credibility had a relatively substantial positive effect on customer satisfaction, purchase intention, and perceived value. The results also explained that perceived value had a positive influence on customer satisfaction and purchase intention. The results as well exhibited that customer satisfaction had a positive impact on purchase intention. From those earlier findings, this present study discussed implications for managers.
Volume 12 | 03-Special Issue