| dc.description.abstract | The main purpose of this study is to investigate the determinants of
consumer-based retailer brand equity and from then explore the impact of Customer
based Brand Equity (CBBE) on Brand Loyalty, as well as mediating the role of Word
of Mouth communication in the retailer industry.
Therefore, this research needs to determine how customers evaluate a
retailer based on factors such as Environment, Convenience, Employees, Product
Quality, Product Value and Private Brands. Then analyzing these effects on brand
loyalty and the influence of the mediator Word of Mouth. Following that, a
measurement scale was created, and all of the items for nine components performed
using a 5-point-Likert scale, including six independent variables and three dependent
variables, were taken from prior research with a high H index.
The study employs selective sampling in the data gathering method,
concentrating solely on young adults between the ages of 18 and 44 who live in Ho Chi
Minh City and used to be Circle K’s customers. Thus, the research undertakes
Quantitative Method, and 347 valid answers are gathered over the period of 8 weeks of
online questionnaires due to Covid19 pandemic. The hypotheses and conceptual model
were estimated using Partial Least Squared – Structural Equation Modelling (PLS
SEM) approach.
Finally, the findings show that, with the exception of Hypothesis 2 and
Hypothesis 3, all remaining hypotheses are supported. To be specific, factors
Environment, Product Quality, Product Value and Private Brands have been shown to
have a positive relationship with Customer-Based Brand Equity. Besides, the
relationships between Customer-Based Brand Equity to Word of Mouth and Brand
Loyalty are also significant, as well as the association between Word of Mouth and
Brand Loyalty. In particular, there is a strongest impact of Customer-Based Brand Equity towards Word of Mouth intention, whereas Word of Mouth plays a key function
as a partial mediating factor, having a considerable effect on the relationship between
Customer-Based Brand Equity towards Brand Loyalty. | en_US |
