FACTORS AFFECTING BRAND LOYALTY OF CONSUMERS FOR VIETNAM GARMENTS

Abstract

At the era of rapid development on knowledge and economy nowadays,
Vietnamese people will pay more attention to high quality clothing products.
Therefore, many foreign garment companies have launched their business in
Vietnam and gained much success recently. In order to improve competitiveness
for garment enterprises, the study of factors affecting to brand loyalty of
Vietnamese consumers could be a good reference for enterprises to recognize
and take actions to maintain the prestige and brand loyalty of Vietnamese to
Vietnamese branded products as well as expand their Vietnam domestic market
in the context of increasing economic competition due to regional and
international integration. In this study, the author uses qualitative research
methodologies applying in-depth interview techniques to determine the factors:
(i) perceived quality, (ii) brand trust, (iii) brand identification, (iv) quality of
relationship between consumers and brand having positive impact on brand
loyalty of Vietnamese consumers.