| dc.description.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. | en_US |
