Восприятие бренда, неопределённость происхождения и лояльность к локальным брендам в объединённых провинциях Вьетнама

В условиях административных преобразований и укрупнения территориальных единиц во Вьетнаме усиливается проблема неопределенности происхождения продукции, что оказывает влияние на устойчивость локальных рынков и потребительское поведение. Целью исследования является оценка влияния восприятия регионального бренда на лояльность к локальным брендам, а также анализ модерирующей роли неопределенности происхождения в условиях объединения провинций. В работе использован количественный подход с применением метода PLS-SEM. Эмпирическую базу составили данные опроса 628 домохозяйств Северного Вьетнама. Результаты показали, что восприятие регионального бренда оказывает положительное и статистически значимое влияние на лояльность (β = 0,257; p < 0,001), тогда как неопределенность происхождения оказывает отрицательное влияние (β = −0,306; p < 0,001) и ослабляет данную зависимость (модерирующий эффект β = −0,200; p = 0,007). Модель объясняет 28,7% вариации лояльности (R² = 0,287), что свидетельствует о значимой, но уязвимой роли регионального брендинга в условиях институциональных изменений. Полученные результаты подчеркивают необходимость повышения прозрачности информации о происхождении продукции и согласованности региональных брендинговых стратегий для поддержания экономической устойчивости локальных рынков.

Предоставляя эмпирические данные в условиях трансформирующегося административного контекста, исследование вносит вклад в литературу по региональному маркетингу и предлагает практические рекомендации для органов государственной власти, кооперативов и производителей, направленные на сохранение экономической ценности локальных продуктов в условиях структурных реформ.

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