Enhancing brand loyalty through store image the case of international brands in Vietnam
Enhancing brand loyalty through store image the case of international brands in Vietnam
This study examines the role of store image in brand loyalty in Vietnam. Based on a test of 650 users of international brands in HCMC, we find that store image has positive impacts on both brand awareness and perceived quality. In addition, perceived quality underlies brand loyalty. Thus, managers of international brands should be prepared to distribute shopping brands in good image stores in order to establish a high level of brand loyalty.