Research Model on the Influence of Brand Image and Customer Trust on Purchasing Decision of Milk Products

Abstract

Vietnam is experiencing robust economic growth and development, leading to a significant improvement in the standard of living for its people. Milk and dairy products have become more familiar to the population, particularly fresh milk, which is an essential nutritional product in every household. This widespread adoption has fostered intense competition among domestic and imported products from major brands such as Vinamilk, Dutch Lady, F&N, Nutifood, Lothamilk, and Nestle. This article aims to explore relevant theories and information to develop deeper into the milk market, gaining a better understanding of how brand image and customer trust influence the purchasing decisions of Vietnamese consumers. Subsequently, hypotheses for research will be formulated based on this analysis.