Signal quality from retailers and repurchase intention to buy safe vegetables: The mediator role of modern retailer brand preference

Abstract

The study focuses on examining the relationships between signal quality, brand equity and customer behavioral intention. The study was carried out with the use of a combination of qualitative research methods and quantitative research methods, in which, structural equation modelling (SEM) was used to test the theoretical model and research hypotheses. The primary data was collected through a survey of 328 customers who have bought safe vegetables at stores of Bach Hoa Xanh brand and Co.op Food brand in Ho Chi Minh City. The result shows that: (1) signal quality from the retailer has a positive effect on retailer brand preference and repurchase intention; (2) retailer brand preference is important to brand equity measured in terms of signal quality, which acts as a partial mediator in increasing repurchase intention. Besides, the research has contributed to adjusting the scale of concepts in accordance with the current research context, which can serve as a reference source for future studies; At the same time, propose some management implications towards helping modern retailers with safe vegetable business increase brand equity and sales efficiency in the direction of signaling.