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.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.