Attachment styles and brand loyalty: The case of the laptop in Vinh Long city

Abstract

In modern marketing research, brand loyalty is considered a key element in maintaining and developing customer relationships. Despite the growing laptop market in Vietnam, there remains a limited study on brand loyalty based on attachment theory. This gap creates a theoretical and practical void in understanding and influencing consumer behavior. This study explores the relationship between attachment styles and brand loyalty in the Vinh Long laptop market. Using quantitative methods, the research team collected data from 406 customers in Vinh Long City. The analysis using Structural Equation Modeling (SEM) through Smart-PLS software indicates a positive relationship between attachment styles, brand personality, brand trust, and brand loyalty. Identifying customer attachment styles can help marketing managers develop more effective strategies to create and maintain brand loyalty. This suggests businesses can focus on customer relationship building through understanding their attachment styles. Businesses invest more in deepening attachment theory research to apply appropriate marketing strategies to enhance brand loyalty and maintain long-term customer relationships.