THE DIRECT AND INDIRECT EFFECTS OF ADVERTISING AND PUBLIC RELATION ON REPURCHASE INTENTION THROUGH BRAND AWARENESS AND CONSUMERS' PERCEPTION - A CASE STUDY OF VINAMILK, VIETNAM

This study identified the effects of VinaMilk’s advertising message, kinds of advertisement, and public relation activities on consumers’ repurchase intention through consumers’ perception and brand awareness. Quantitative approach was the major method used, with statistical techniques applied, including factor analysis, multiple regression, and path analyses. The unit of analysis was at individual level with the target population of all consumers who used the VinaMilk’s products. This study found that in order to achieve high level of consumers ‘repurchase intention, managers of VinaMilk Corporation should; a) pay intention on advertising message, b) concentrate on choosing appropriate kinds of advertisement, and c) increase more public relation activities. In addition, the results of this study showed empirical evidence that consumers’ repurchase intention was directly affected by factors of brand recall, brand recognition and perception of product. On the other hand, the factors of advertising message, kinds of advertisement and public relation activities indirectly affected the repurchase intention .