How The Cultural Identity Impact On Customer Loyalty And Mediating Role Of Attitude To Brands: A Case Study From Foreign Franchising Brand In Vietnam Context

Abstract

Regarding the growth of the franchising industry in Vietnam. Because of this structure, the number of brands that operate in the food and beverage sector has significantly expanded. As a result, in order for managers to expand in the Vietnamese market, many aspects for the creation and extension of business models need to be considered. These variables include elements of franchisor and franchisee, price, marketing strategy, legal, and a variety of others. Particularly relevant to the Vietnamese market are the cultural aspects that should be taken into consideration. As a result, for the purpose of determining how cultural identity characteristics impact consumers' loyalty, this study constructed a theoretical framework that covered the identities of cultures, cultural branding, the taste of the food and drinks, the quality of staff service, customer fulfillment, and loyalty. This research also analyzes the impact that an individual's attitude toward brands plays as a mediator in the connection between satisfied customers and loyalty to a brand. PLS-SEM's standardized parameter values were used in an evaluation of the proposed model, during which the study's hypotheses were also put to the test. Multiple group analysis using Smart PLS 4 was used to assess the responses of 257 Vietnamese consumers who had eaten at international franchised restaurants or coffee shops. The findings will offer an overview of the influence of cultural identity and consumer attitude on customer loyalty for franchise firms while they are penetrating and developing their business models in the Vietnamese market. Specifically, the review will focus on the Vietnamese market