Брендті қабылдау, шығу тегінің белгісіздігі және Вьетнамның Біріккен провинцияларындағы жергілікті брендке адалдық

In the context of administrative transformations and the enlargement of territorial units in Vietnam, the problem of uncertainty of the origin of products is increasing, which affects the stability of local markets and consumer behavior. The aim of the study is to assess the impact of regional brand perception on loyalty to local brands, as well as to analyze the moderating role of uncertainty of origin in the context of provincial unification. The paper uses a quantitative approach using the PLS-SEM method. The empirical base consisted of data from a survey of 628 households in North Vietnam. The results showed that the perception of a regional brand has a positive and statistically significant effect on loyalty (β = 0.257; p < 0.001), while uncertainty of origin has a negative effect (β = -0.306; p < 0.001) and weakens this dependence (moderating effect β = -0.200; p = 0.007). The model explains 28.7% of the loyalty variation (R² = 0.287), which indicates a significant but vulnerable role of regional branding in the context of institutional changes. The results obtained emphasize the need to increase the transparency of information about the origin of products and the consistency of regional branding strategies in order to maintain the economic stability of local markets. By providing empirical evidence from an evolving administrative context, the study contributes to regional marketing literature and offers practical insights for policymakers, cooperatives, and producers aiming to safeguard local economic value amid structural reforms.

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