The Impact of Brand Media on Consumer - Brand Loyalty at Commercial Banks in Ho Chi Minh City

Abstract

The objective of the study is to determine the relationship between brand communication and brand loyalty of individual customers at commercial banks in Ho Chi Minh City. The study also measure the impact of brand communication on brand loyalty and propose management implications to improve brand loyalty of individual customers at commercial banks. We conducted a survey of 400 customers and obtained 387 valid observations as data for quantitative analysis. Data were analyzed by descriptive statistics, scale reliability testing, EFA, CFA, and linear structural model analysis (SEM). The results show that responsibility, individuality, simplicity and decisiveness in communication activities have impacts on brand equity which in turn has an impact on brand loyalty.