Year: 2020
Type: article
Study design: Observational Study
Abstract: The purpose of this paper is to empirically explore the effects of brand dimensions, including brand image, brand value, brand impact, and brand satisfaction, on the brand loyalty of purchasers in an emerging country, Vietnam.The data were collected using paperbased surveys with a collected total of 310 responses from participants who had purchased traditional confectionery products.Structural Equation Modelling (SEM) was used to fully test the proposed hypotheses.The main findings reveal that brand image, brand impact, and brand satisfaction are important drivers of customers' brand loyalty.Among these brand dimensions, brand image is found to have the strongest effect on brand loyalty, while brand value had no impact on brand loyalty.Based on the findings, theoretical and practical implications are suggested for stakeholders, marketers, producers, and policymakers to build customer brand loyalty toward traditional confectioneries.Further research directions are also presented in this study.
Authors: Nguyen Viet Thai, Dang Hong Vuong, Nguyen Thi Thu Ha, Nguyen Quoc Thinh, Myeong Hwan Kim, Nguyen Le Dinh Quy
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $916
OpenAlex ID: W3080190949