The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty

Nguyen Ngoc Dan Thanh (), Nguyen Duc Thanh, Le Thi Thanh Thuy, Do Minh Thuy, Nguyen Thi Thanh Thao and Tong Nguyen Phuong Thanh
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Nguyen Ngoc Dan Thanh: Faculty of Business Administration, Ho Chi Minh City Open University, Vietnam
Nguyen Duc Thanh: Faculty of Business Administration, Ho Chi Minh City Open University, Vietnam
Le Thi Thanh Thuy: Faculty of Business Administration, Ho Chi Minh City Open University, Vietnam
Do Minh Thuy: Faculty of Business Administration, Ho Chi Minh City Open University, Vietnam
Nguyen Thi Thanh Thao: Faculty of Business Administration, Ho Chi Minh City Open University, Vietnam
Tong Nguyen Phuong Thanh: Faculty of Business Administration, Ho Chi Minh City Open University, Vietnam

HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 2020, vol. 10, issue 2, 112-129

Abstract: Brand loyalty has a crucial role in the business and wins the mind of the customers is the key mission of any brand. On the other hand, consumers use brands to express themselves, position and integrate the brand image into their own identity. Hence, this study aims to find out the relationship between brand credibility, self-brand connection, and brand identity to brand loyalty in the context of Apple's brand. The study is quantitative research, data is surveyed in a single time collected from a population. 420 questionnaires are distributed to young people who are studying and working in Ho Chi Minh City and they are the current Apple customers. The finding of the research was shown that there has a mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty. Also, brand identity has a positive impact on a self-brand connection. The findings also implied to the managers must be aware to build up the brand of products, it could increase the brand loyalty of customers. The results were also contributed to the knowledge of self-congruity theory about the self-brand connection would affect the relationship.

Keywords: Brand credibility; self-brand connection; brand identity; brand loyalty.; brand credibility; self-brand connection; brand identity; brand loyalty (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:bjw:econen:v:10:y:2020:i:2:p:112-129

DOI: 10.46223/HCMCOUJS.econ.en.10.2.562.2020

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