The Relationship between Brand Experience, Brand Personality and Customer Loyalty

Pham Thi Minh Ly and Le Tuan Loc
Additional contact information
Pham Thi Minh Ly: Faculty of Business Administration, Ton Duc Thang University, Vietnam
Le Tuan Loc: University of Economics and Law, Vietnam National University, Vietnam

International Journal of Business and Economics, 2017, vol. 16, issue 2, 109-126

Abstract: The purpose of this research is to clarify and address how to measure a customer's brand experience in the fashion industry of Ho Chi Minh City, Vietnam so as to understand the impacts of brand experience and brand personality on customer loyalty as well as to suggest solutions to increase loyalty. This research uses data of 408 customers from fashion stores in Ho Chi Minh City and employs multiple analysis methods including descriptive statistics, Exploratory Factor Analysis (EFA), and Cronbach's Alpha to analyze the data. The final results confirm that brand experience and brand personality do play a indispensable role in the context of Vietnam's fashion market, because of their significant impacts on customer satisfaction and customer satisfaction. Finally, some managerial implications are presented based on the research findings.

Keywords: brand experience; brand personality; customer satisfaction; customer loyalty; fashion (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ijbe.fcu.edu.tw/assets/ijbe/past_issue/No.16-2/pdf/vol_16-2-1.pdf (application/pdf)
https://ijbe.fcu.edu.tw/assets/ijbe/past_issue/No.16-2/abstract/01.html (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ijb:journl:v:16:y:2017:i:2:p:109-126

Access Statistics for this article

International Journal of Business and Economics is currently edited by Hsiang-Tsai Chiang (Editor-in-Chief), Chiung-Ju Huang (Editor-in-Chief), Feng-Jyh Lin (Associate Editor), Tzu-Ching Weng (Associate Editor), Hsin-Yi Huang (Managing Editor) and Szu-Hsien Ho (Managing Editor)

More articles in International Journal of Business and Economics from School of Management Development, Feng Chia University, Taichung, Taiwan Contact information at EDIRC.
Bibliographic data for series maintained by Szu-Hsien Ho ().