The Influence Of Brand Image And Brand Personality On Brand Loyalty In Sports-Inspired Footwear Within Vietnam’s Sportswear Industry

Abstract

A recent study conducted in Ho Chi Minh City, Vietnam sheds light on the factors driving brand loyalty in the country's sportswear market. Researchers sought to understand how customers perceive and connect with sportswear brands, specifically focusing on the influence of brand image and brand personality. The study went beyond simply identifying these influences, delving deeper to explore whether customer satisfaction plays a mediating role. In other words, they investigated if a strong brand image and personality lead to customer satisfaction, which then translates into brand loyalty. The findings of the study offer valuable insights for marketers in the Vietnamese sportswear industry. Cultivating a powerful brand image and fostering specific personality traits, such as sincerity and the ability to evoke excitement, are identified as key factors. By strategically developing these aspects, brands can create a more positive customer perception and ultimately build stronger brand loyalty. This is particularly important for alternative sportswear brands seeking to gain a foothold in the Vietnamese market. The research utilized a quantitative approach, distributing surveys via social media platforms like Facebook and Instagram. Data from over 356 valid responses were analyzed using statistical techniques including Reliability Test, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) in SPSS (version 20) and AMOS to assess the relationships between variables. The study is grounded in the Cognitive-Affect theory, drawing on established theories and prior research to support its hypotheses.