Relationship between brand association and customer loyalty: The case of online retail industry
The purpose of this paper is to examine the relationship between two main dimensions, Brand Association and Customer Loyalty. Besides, the research is also conducted to test other relevant networks of Brand Awareness, Brand Equity and Customers’ Willing To Pay. A survey of which questionnaires using...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2020-01-01
|
| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol10/msl_2019_371.pdf |
| _version_ | 1819263793869357056 |
|---|---|
| author | Le Thai Phong Tran Hanh Nga Nguyen Thi Hanh Nguyen Van Minh |
| author_facet | Le Thai Phong Tran Hanh Nga Nguyen Thi Hanh Nguyen Van Minh |
| author_sort | Le Thai Phong |
| collection | DOAJ |
| description | The purpose of this paper is to examine the relationship between two main dimensions, Brand Association and Customer Loyalty. Besides, the research is also conducted to test other relevant networks of Brand Awareness, Brand Equity and Customers’ Willing To Pay. A survey of which questionnaires using Likert Scale to online retailers’ customers in the North, Central, and the South (8 largest cities in Vietnam) was conducted to collect the data including 380 personally responded answers. Scale Test, Exploratory Factor Analysis, Confirmatory Fac-tor Analysis and Structural Equation Modeling were used to prove concrete relationships amongst variances, understand factors, analyze the Goodness of Fit of the Measurement model and bring about regression weights, respectively. The results authenticated that Brand Association and Brand Awareness produce remarkable effects on Customer Loyalty. Brand Association holds a cardinal importance to Customers’ Willing To Pay. Not only can the findings be of substance for academic purpose but also they make a great contribution to the development of companies of which Customer’s Loyalty is the lynch pin. |
| first_indexed | 2024-12-23T20:19:14Z |
| format | Article |
| id | doaj.art-12fb801ae4924b1bad8d35b138080134 |
| institution | Directory Open Access Journal |
| issn | 1923-9335 1923-9343 |
| language | English |
| last_indexed | 2024-12-23T20:19:14Z |
| publishDate | 2020-01-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-12fb801ae4924b1bad8d35b1380801342022-12-21T17:32:34ZengGrowing ScienceManagement Science Letters1923-93351923-93432020-01-011071543155210.5267/j.msl.2019.12.012Relationship between brand association and customer loyalty: The case of online retail industryLe Thai PhongTran Hanh NgaNguyen Thi HanhNguyen Van MinhThe purpose of this paper is to examine the relationship between two main dimensions, Brand Association and Customer Loyalty. Besides, the research is also conducted to test other relevant networks of Brand Awareness, Brand Equity and Customers’ Willing To Pay. A survey of which questionnaires using Likert Scale to online retailers’ customers in the North, Central, and the South (8 largest cities in Vietnam) was conducted to collect the data including 380 personally responded answers. Scale Test, Exploratory Factor Analysis, Confirmatory Fac-tor Analysis and Structural Equation Modeling were used to prove concrete relationships amongst variances, understand factors, analyze the Goodness of Fit of the Measurement model and bring about regression weights, respectively. The results authenticated that Brand Association and Brand Awareness produce remarkable effects on Customer Loyalty. Brand Association holds a cardinal importance to Customers’ Willing To Pay. Not only can the findings be of substance for academic purpose but also they make a great contribution to the development of companies of which Customer’s Loyalty is the lynch pin.http://www.growingscience.com/msl/Vol10/msl_2019_371.pdfcustomer loyaltybrand associationbrand awarenessbrand equitycustomers’ willing to pay |
| spellingShingle | Le Thai Phong Tran Hanh Nga Nguyen Thi Hanh Nguyen Van Minh Relationship between brand association and customer loyalty: The case of online retail industry Management Science Letters customer loyalty brand association brand awareness brand equity customers’ willing to pay |
| title | Relationship between brand association and customer loyalty: The case of online retail industry |
| title_full | Relationship between brand association and customer loyalty: The case of online retail industry |
| title_fullStr | Relationship between brand association and customer loyalty: The case of online retail industry |
| title_full_unstemmed | Relationship between brand association and customer loyalty: The case of online retail industry |
| title_short | Relationship between brand association and customer loyalty: The case of online retail industry |
| title_sort | relationship between brand association and customer loyalty the case of online retail industry |
| topic | customer loyalty brand association brand awareness brand equity customers’ willing to pay |
| url | http://www.growingscience.com/msl/Vol10/msl_2019_371.pdf |
| work_keys_str_mv | AT lethaiphong relationshipbetweenbrandassociationandcustomerloyaltythecaseofonlineretailindustry AT tranhanhnga relationshipbetweenbrandassociationandcustomerloyaltythecaseofonlineretailindustry AT nguyenthihanh relationshipbetweenbrandassociationandcustomerloyaltythecaseofonlineretailindustry AT nguyenvanminh relationshipbetweenbrandassociationandcustomerloyaltythecaseofonlineretailindustry |