This study examines the factors influencing consumer-based brand equity (CBBE) in online food retailing in an emerging market. It focuses on how food quality, service quality, sales promotions and temporal convenience impact perceived value, customer satisfaction and brand loyalty, which drive e-food store brand equity.
A survey of 468 online grocery shoppers in Vietnam was conducted, and the data were analysed using PLS-SEM to test the relationships among the constructs.
Food quality is identified as the strongest predictor of customer satisfaction, while service quality and temporal convenience enhance both perceived value and satisfaction. Sales promotions improve satisfaction without affecting value perception. Perceived value and satisfaction drive brand loyalty, the primary contributor to e-food store brand equity.
The study's cross-sectional design limits tracking changes over time and focuses mainly on urban areas, reducing generalisability to rural consumers. Furthermore, self-reported data may overlook key factors like trust and risk perception.
This research extends CBBE theory by combining the Stimulus-Organism-Response (S-O-R) model in the online food retail context, emphasising brand loyalty as a key mechanism for developing lasting brand equity in digital environments.
