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Exploring brand loyalty toward traditional confectioneries in an emerging market

Author

Listed:
  • 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)

  • Nguyen Le Dinh Quy

    (University of Danang, Vietnam)

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.

Suggested Citation

  • Nguyen Viet Thai & Dang Hong Vuong & Nguyen Thi Thu Ha & Nguyen Quoc Thinh & Myeong Hwan Kim & Nguyen Le Dinh Quy, 2020. "Exploring brand loyalty toward traditional confectioneries in an emerging market," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 8(1), pages 60-72, September.
    • Handle: RePEc:ssi:jouesi:v:8:y:2020:i:1:p:60-72
    DOI: 10.9770/jesi.2020.8.1(5)
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    References listed on IDEAS

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    1. Algharabat, Raed & Rana, Nripendra P. & Alalwan, Ali Abdallah & Baabdullah, Abdullah & Gupta, Ashish, 2020. "Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
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    Cited by:

    1. Kristina Petravičiūtė & Beata Šeinauskiené & Aušra Rūtelionė & Krzysztof Krukowski, 2021. "Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity," Sustainability, MDPI, vol. 13(12), pages 1-21, June.

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    More about this item

    Keywords

    traditional confectioneries; brand; brand loyalty; customers; Structural Equation Modelling (SEM);
    All these keywords.

    JEL classification:

    • J50 - Labor and Demographic Economics - - Labor-Management Relations, Trade Unions, and Collective Bargaining - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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