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The Relationship between Brand Experience, Brand Personality and Customer Loyalty

Author

Listed:
  • 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)

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.

Suggested Citation

  • Pham Thi Minh Ly & Le Tuan Loc, 2017. "The Relationship between Brand Experience, Brand Personality and Customer Loyalty," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 16(2), pages 109-126, December.
    • Handle: RePEc:ijb:journl:v:16:y:2017:i:2:p:109-126
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    brand experience; brand personality; customer satisfaction; customer loyalty; fashion;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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