The brand equity of banks plays a crucial role in determining customer behavior of using their services. The study aims to examine the impact of brand equity on conversion behavior in the use of personal banking services at commercial banks in Vietnam. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis, with survey data including 554 samples of individual customers of commercial banks. The study’s findings show that the bank’s brand equity has a negative impact on the behavior of individual customers. In the relationship between these two factors, competitive advertising effectiveness and loyalty of customers act as intermediary factors. On that basis, the study makes a number of recommendations to preclude customers leaving and minimize business losses caused by the conversion of customers’ banks. The findings of this study have shown the importance and impact of brand equity on conversion behavior in the use of personal customer services. These are meaningful contributions both theoretically and practically to help banks get a deeper insight into brand equity and the need to pay attention to building and developing sustainable brand equity for the bank, as well as an important basis for further research.

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品牌资产对个人银行服务使用中转换行为的影响：越南商业银行案例研究

银行的品牌资产在决定客户使用其服务的行为方面起着至关重要的作用。该研究旨在研究品牌资产对越南商业银行使用个人银行服务时转换行为的影响。本文采用定量研究方法，通过线性SEM（结构方程模型）分析，调查数据包括554个商业银行个人客户样本。研究结果表明，银行的品牌资产对个人客户的行为有负面影响。在这两个因素之间的关系中，竞争性广告效果和客户忠诚度充当中介因素。在此基础上，该研究提出了一些建议，以防止客户离开并最大限度地减少客户银行转换造成的业务损失。本研究的结果显示了品牌资产对个人客户服务使用中转化行为的重要性和影响。这些在理论和实践上都是有意义的贡献，有助于银行更深入地了解品牌资产以及关注银行可持续品牌资产建设和发展的必要性，也是进一步研究的重要基础。