International Journal of Business and Economics Volume 16, No. 2 September, 2017

The Relationship between Brand Experience, Brand Personality and Customer Loyalty

Pham Thi Minh Ly

Faculty of Business Administration, Ton Duc Thang University, Vietnam

Le Tuan Loc

University of Economics and Law, Vietnam National University, Vietnam

Abstract

The purpose of this research is to clarify and address how to measure a customer's brand experience in the fashion industry of Ho Chi Minh City, Vietnam so as to understand the impacts of brand experience and brand personality on customer loyalty as well as to suggest solutions to increase loyalty. This research uses data of 408 customers from fashion stores in Ho Chi Minh City and employs multiple analysis methods including descriptive statistics, Exploratory Factor Analysis (EFA), and Cronbach's Alpha to analyze the data. The final results confirm that brand experience and brand personality do play a indispensable role in the context of Vietnam's fashion market, because of their significant impacts on customer satisfaction and customer satisfaction. Finally, some managerial implications are presented based on the research findings.

Keywords：brand experience, brand personality, customer satisfaction, customer loyalty, fashion.

JEL Classifications: M31.

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