Exploring brand loyalty toward traditional confectioneries in an emerging market

Nguyen Viet Thai (), Dang Hong Vuong (), Nguyen Thi Thu Ha (), Nguyen Quoc Thinh (), Myeong Hwan Kim () and Nguyen Le Dinh Quy
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Nguyen Viet Thai: Thuongmai University, Vietnam
Dang Hong Vuong: Quy Nhon University, Vietnam
Nguyen Thi Thu Ha: Thuongmai University, Vietnam
Nguyen Quoc Thinh: Thuongmai University, Vietnam
Myeong Hwan Kim: Purdue University Fort Wayne, United States

Entrepreneurship and Sustainability Issues, 2020, vol. 8, issue 1, 60-72

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 paper-based 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.

Keywords: traditional confectioneries; brand; brand loyalty; customers; Structural Equation Modelling (SEM) (search for similar items in EconPapers)
JEL-codes: J50 M30 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:8:y:2020:i:1:p:60-72

DOI: 10.9770/jesi.2020.8.1(5)

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