| dc.description.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 | en_US |
