This study investigates the factors influencing brand image and its subsequent effect on purchase intention within the Vietnamese cosmetics industry. Using structural equation modeling (SEM) based on data from 254 respondents, the research examines the roles of promotion, product quality, trend and industry influence, brand reputation, design and packaging, and recommendation and review. The results reveal that product quality, trend and industry influence, and brand reputation significantly and positively impact brand image. In turn, brand image exerts a strong influence on purchase intention. However, promotion, design and packaging, and recommendation and review were found to have no significant effect on brand image. These findings suggest that Vietnamese cosmetic brands should prioritize product excellence, align with market trends, and enhance brand reputation to strengthen consumer perceptions and drive purchase decisions. The study offers practical implications for cosmetic companies seeking to compete more effectively in a rapidly growing and competitive market.
