ESC
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Entrepreneurship and Sustainability Issues Open Access Q1
Scopus - coverage starting with 2017 material
Received: 2020-05-15  |  Accepted: 2020-07-26  |  Published: 2020-09-30

Title

Exploring brand loyalty toward traditional confectioneries in an emerging market


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)


JEL classifications

J50 , M30


URI

http://jssidoi.org/jesi/article/605


DOI


Pages

60-72


Funding


This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Thai, Nguyen Viet
Thuongmai University, Hanoi, Vietnam https://tmu.edu.vn
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Vuong, Dang Hong
Quy Nhon University, Qui Nhơn, Vietnam http://www.qnu.edu.vn
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Ha, Nguyen Thi Thu
Thuongmai University, Hanoi, Vietnam https://tmu.edu.vn
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Thinh, Nguyen Quoc
Thuongmai University, Hanoi, Vietnam https://tmu.edu.vn
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Kim, Myeong Hwan
Purdue University Fort Wayne, Fort Wayne, United States https://www.pfw.edu
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Quy, Nguyen Le Dinh
University of Danang, Da Nang, Vietnam http://www.udn.vn
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Journal title

Entrepreneurship and Sustainability Issues

Volume

8


Number

1


Issue date

September 2020


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

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References