| dc.description.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 | en_US |
