Factors affecting brand loyalty toward local streetwear brands in ho Chi Minh city

Abstract

This study was conducted to identify factors influencing brand loyalty among customers toward local streetwear brands in Ho Chi Minh City. Five independent variables are examined in this study, including four categories of perceived value (functional value, emotional value, price worthiness, and social value), as well as brand trust. The primary objective of this research is to analyse the correlations between each variable and the dependent variable, as well as to determine the degree of influence. The study's target sample is participants aged 16 to 25 years old who are already customers of local streetwear brands in Ho Chi Minh City. The quantitative approach included a Likert scale questionnaire with a total of 19 items was delivered to 296 responders. The reliability test (Cronbach's Alpha) was used to determine the reliability of each factor, and other analysis techniques such as Exploratory Factor Analysis (EFA), Correlations, and Regression Analysis were employed to study the relationships between those variables. According to the findings of this study, Brand Loyalty is influenced directly by Functional Value, Emotional Value, Price Worthiness, Social Value, and Brand Trust. Additionally, the analysis indicates that Functional Value has the strongest positive association with Brand Loyalty. The research provides a good foundation for brands as they develop their loyalty strategies and adds to the body of knowledge in the streetwear fashion industry