| dc.description.abstract | The purpose of this research was to determine what makes customers in Ho
Chi Minh City, Vietnam, more or less loyal to fast fashion brands. Based on a review
of related research, this study's research model includes six independent variables
(Brand Awareness, Perceived Quality, Perceived Value, Brand Personality,
Organizational Associations, and Brand Uniqueness), one dependent variable (Brand
Loyalty), and one important moderating variables (Individual-level collectivist values).
The primary approach used in this research is the quantitative method, which employs
SPSS software version 26.0 to conduct reliability analysis, exploratory factor analysis
(EFA), correlation analysis, and regression analysis, among other statistical methods.
The questionnaire was distributed to 375 Vietnamese students and employees of Ho
Chi Minh City, and 334 of them accurately responded.
Except for the elimination of the component Organizational Associations
as a result of Reliability Analysis testing, the study's findings demonstrated that fast
fashion brand loyalty was influenced by the remaining independent variables, such as
Brand Awareness, Perceived Quality, and Brand Awareness. Perceived Value, Brand
Personality, and Brand Uniqueness, with Brand Awareness being the most significant
factor. In addition, Individual-level Collectivist Value and Fast fashion Brand Quality
do not moderate the relationship between Brand Quality and Fast fashion Brand Loyalty.
In conclusion, this study, like every other research, has shortcomings; yet, via the data
gathering and analysis process, this study offered a number of noteworthy
recommendations for the Vietnamese fast fashion business and future research in this
field. | en_US |
