VIETNAM-KOREA UNIVERSITY OF INFORMATION AND

COMMUNICATION TECHNOLOGY

FACULTY OF DIGITAL ECONOMICS AND E-COMMERCE

A STUDY ON FACTORS

AFFECTING CUSTOMER LOYALTY

TOWARDS MAY 10 BRAND IN DA NANG

SUMMARY GRADUATION THESIS

BUSINESS ADMINISTRATION

Students: Pham Thi Nhi

Student code: 18BA046

Instructor: Vo Thi Thanh Thao, Ph.D.

Training: 2018 - 2022

Da Nang - May/2022

1

CHAPTER 1: INTRODUCTION

1.1 BACKGROUND

Today, the tough competition of enterprises along with the rapid

development of information technology has helped customers to raise

awareness and power over enterprises. Therefore, the key to long-term

success of the business is not only to perfect and improve marketing

activities but also to build and strengthen trust and customer

satisfaction. Particular emphasis must be placed on retaining existing

customers, and finding potential new customers through identifying

and regulating factors affecting customer loyalty to the business

because if there are many customers loyal to the brand, the business

has the opportunity to minimize marketing costs and generate more

profit. For the garment industry, Vietnam will play an extremely

important role in the country's industrial development strategy. To

adapt to the increasingly competitive environment and increasing

intellectual trends, Da Nang garment enterprises must strengthen

customer loyalty, especially in the period of complicated

developments in the world.

Research at home and abroad on garment brand loyalty by many

famous authors has identified factors affecting garment brand loyalty.

In particular, Alice Nthenya Mutuku (2010) studied the factors

affecting brand loyalty at garment retail stores in Nairobi, Kenya.

However, the limitation of this research is that it is only implemented

in a small number of stores in Nairobi, so it is not highly accurate and

not representative enough to be able to draw large conclusions with a

wider scope. Moreover, the studies of many authors such as Pham

Lan Huong et al. (2015), Nguyen Thanh Cong and Pham Ngoc Thuy

(2007), and Venter et al. (2016) are limited in terms of survey

subjects, so it is not possible to provide more diversity in consumer

behavior. From the limitations on the same context of the garment

2

market in Da Nang is growing very diverse today, the thesis tries to

synthesize the concept, and factors affecting the brand loyalty of

previous researchers to suit the actual situation of the May 10

company in Da Nang.

With more than 70 years of experience in the garment industry in

many parts of the world, May 10 company is increasingly striving and

striving to affirm its position in the Da Nang market. in recent times,

May 10 company is very focused on building and strengthening the

brand loyalty of customers through factors such as quality, product

designs, distribution channels, and promotion programs... to grow

revenue, generate profits, and increase the frequency of purchases,

contributing to improving the brand reputation. However, May 10 has

not made a breakthrough in creating a loyal customer base. Therefore,

it is necessary to have in-depth research articles on the factors and the

extent of the impact of these factors on the brand loyalty of the May

10 brand of consumers in Da Nang, thereby proposing many solutions

to build and maintain customer loyalty to the May 10 brand in Da

Nang city during the next time.

Stemming from the above practical requirements along with the

knowledge accumulated during my studies at Vietnam – Korea

University of Information and Communication Technology, I decided

to choose the topic "A study on factors affecting customer loyalty

towards May 10 brand in Da Nang" as my thesis topic.

1.2 OVERVIEW OF MAY 10 COMPANY IN DA NANG

1.3 RESEARCH OBJECTIVES AND RESEARCH

QUESTIONS

1.3.1 Research objectives

- Systematize the rationale and practice of brand constituent elements

and brand loyalty.

3

- Identify and study the factors affecting customer loyalty to the May

10 brand in Da Nang.

- Propose many solutions to build and maintain customer loyalty to

the May 10 brand in Da Nang.

1.3.2 Research questions

What is the impact level of these factors to customer loyalty toward

the May 10 brand in Danang city?

What are factors affecting customer loyalty toward the May 10

brand in Danang city?

What solutions and suggestions to improve customer loyalty to

May 10 brand products in Da Nang?

1.4 OBJECTS AND SCOPE OF RESEARCH

1.4.1 Research objects

The main research subjects in the thesis are the factors that affect

the brand loyalty of customers to the garment products of the company

May 10.

1.4.2 Research scope

Scope of space: the research was carried out in Da Nang city.

Scope of time: the study was conducted within 5 months (1/2022 -

5/2022).

1.5 RESEARCH METHODS

This research was conducted through two stages: qualitative

research and quantitative research.

1.6 CONTRIBUTIONS TO THE RESEARCH TOPIC

1.6.1 Theoretically

4

The thesis contributes to clarifying the relationships between brand

trust, perceived quality, consumer satisfaction with the shopping

experience, and price with the brand loyalty of consumers.

The thesis has developed a research model to evaluate the factors

affecting customer loyalty to the garment sector, namely garment

products of May 10 company in Da Nang.

The thesis develops factors that affect consumer brand loyalty

based on theory from some domestic and foreign studies.

1.6.2 Practically

The thesis analyzes and points out the experience of strengthening

and enhancing customer loyalty to some major garment brands in the

country and the world, thereby drawing lessons learned on research

issues for May 10 company in Da Nang in particular, apparel brands

in general.

Provide ways to solve problems according to innovation trends to

maintain and develop consumer loyalty to the May 10 brand in Da

Nang.

Identify factors that affect customer loyalty to the May 10 brand,

helping managers understand factors inside and outside the business.

1.7 STRUCTURE OF THE RESEARCH

Chapter 1: Introduction

Chapter 2: Literature review and theoretical models

Chapter 3: Research methodology

Chapter 4: Results and findings

Chapter 5: Conclusion

5

CHAPTER 2: LITERATURE REVIEW AND THEORETICAL

MODELS

2.1 BRAND CONCEPTS AND THE ELEMENTS THAT

CONSTITUTE THE BRAND

2.1.1 Brand concepts

2.1.2 Elements that constitute the brand

2.2 LOYALTY AND LEVELS OF BRAND LOYALTY

2.2.1 Brand loyalty

2.2.2 Brand loyalty levels

2.3 PREVIOUS STUDIES ON FACTORS AFFECTING

BRAND LOYALTY

2.3.1 Domestic research

2.3.2 Foreign research

2.4 PROPOSED RESEARCH MODEL AND RESEARCH

HYPOTHESES

2.4.1 Research Model

Figure 2.3: Proposed research model

Brand Trust

Perceived Quality

g cảm nhận

Shopping Experience Customer

loyalty

Satisfaction

Price

H3 H1

text H2

H4

H5

6

2.4.2 Research Hypotheses

H1: Brand trust positively affects customers loyalty toward May 10

brand.

H2: Perceived quality positively affects customers loyalty toward May

10 brand.

H3: Shopping experience positively affects customers loyalty toward

May 10 brand.

H4: Satisfaction positively affects customers loyalty toward May 10

brand.

H5: Price positively affects customers loyalty toward May 10 brand.

CHAPTER 3: RESEARCH METHODOLOGY

3.1 RESEARCH FRAMEWORK

Figure 3.1: Research process diagram

Problems and objectives, methods, scope

and meaning of research topics

Theoretical basis, analysis and evaluation

of previous research models

Qualitative research

Proposed

research

models,

hypotheses and

draft scale

construction - Encryption, input

- Data cleaning

- Descriptive

statistics

Cronbach Alpha

- EFA analysis

- Correlation

analysis,

regression

- Inspection

Quantitative research

Discuss research results

Conclusions and recommendations

7

3.2 METHOD OF SELECTING TEMPLATES AND

PARTICIPANTS

Participants are people who have been using garment products of the

May 10 brand in Da Nang city. This study will take samples by

random sampling method, then the research results from the new

sample will be generalized to the whole population.

3.3 DATA COLLECTION

3.3.1 Secondary data

3.3.2 Primary data

3.4 RESEARCH INSTRUMENT

3.4.1 Scale

There are 5 research concepts used in this study: Brand trust (1),

Perceived quality (2), Shopping experience (3), Satisfaction (4), Price

(5) and a concept of brand loyalty. All scales are measured in 5-point

Likert format, with 1 point being totally disagree, 2 points disagree, 3

points partly agree, 4 points agree and 5 points totally agree.

3.4.2 Questionnaire

The questionnaire consists of 3 parts:

❖ The first part is the filtering part.

❖ The second part is the personal information section.

❖ The third part is survey questions.

3.5 DATA ANALYSIS METHOD

3.5.1 Descriptive statistics

3.5.2 Cronbach's Alpha reliability factor analysis

8

The author uses Cronbach's Alpha to test the reliability of the

variables used to measure each factor and the Cronbach's Alpha

coefficient greater than or equal to 0.7 will be accepted.

3.5.3 EFA discovery factor analysis

Exploratory factor analysis (EFA) was used to group related variables.

3.5.4 Correlation analysis and multiple linear regression

Performing correlation analysis shows a linear relationship between

the dependent variable and the independent variable.

Run linear regression to determine the values of the regression

coefficients and establish the relationship between the independent

and dependent variables.

CHAPTER 4: RESULTS AND FINDINGS

4.1 DESCRIPTIVE STATISTICS

4.2 CRONBACH'S ALPHA RELIABILITY TEST OF

MEASUREMENT CRITERIA

Performing Cronbach's Alpha testing obtained a combined Cronbach's

Alpha coefficient for each variable of 0.866; 0.803; 0.851; 0.815;

0.850; 0.874; all greater than 0.7 satisfies the practicality of the scale.

4.3 EFA DISCOVERY FACTOR ANALYSIS

The results of the factor discovery of the independent variable scales

showed that the total variance extracted explained 63,113% (>50%) of

the variation of the sample, and the Eigenvalues stop was 1.491.

Barlett's test has significance level Sig = 0.000 and KMO = 0.877

(>0.5). Besides, the load weights of the factors are satisfactory (>0.5)

and have very high convergence. Factor loading coefficients are > 0.50

(from 0.588 to 0.850).

9

4.4 CORRELATION ANALYSIS AND REGRESSION

4.4.1 Correlation analysis

Table 4.17: Pearson correlation coefficient table

BL

Pearson Correlation .642** .377** .573** .688** .534**

Sig. (2-tailed) .000 .000 .000 .000 .000

N 330 330 330 330 330

Table 4.17 shows the correlation relationship between the factors:

Brand trust; Perceived Quality, Shopping Experience; Satisfaction;

Price with “Brand Loyalty” factor. All 5 factors have a relatively close

correlation coefficient of 1 and Sig less than 5% are kept and continue

to be included in the regression analysis.

4.4.2 Regression analysis

The results of the analysis shown in table 4.18 show that the R2

determining coefficient is 0.665 and the adjusted R2 coefficient is

0.660. This means that the construction model matches the 66.5%

dataset or the model explains 66.5% of the variation of dependent

variables, the remaining 33.5% due to factors outside the model

explained.

Table 4.18: Regression model summary

Model R R

Square

Adjusted

R Square

Std. Error

of the

Estimate

Durbin-

Waston

1 .816a .665 .660 .45740 1.959

Based on the table 4.18, we have Durbin Watson test results with

d=1.959, with 5 independent variables and 330 observed variables will

10

have dL= 1.796 and dU=1.854. Thus, dU < d < 4 - dU (Domain

accepting the null hypothesis of first order series). Therefore, we can

conclude that there is not first-order series correlation in the research

model (Hoang Trong & Chu Nguyen Mong Ngoc, 2015).

4.5 HYPOTHESES TESTING

Table 4.21: Test results of research hypotheses

Hypothese Statistical

significance

Standardized

Coefficients

Results

(Accepted/

Rejected)

H1: Brand trust 0.000 < 0.05 0.255 Accept

H2: Perceived

quality

0.036 < 0.05 0.074 Accept

H3: The

shopping

experience

0.012 < 0.05 0.105 Accept

H4:

Satisfaction

0.000 < 0.05 0.404 Accept

H5: Price 0.000 < 0.05 0.254 Accept

The results of hypothesis testing show that:

Satisfaction is the factor that has the greatest influence on brand

loyalty. From the regression results with Beta of 0.404, the

significance level is less than 0.05, that is, when the satisfaction level

of satisfaction increases by 1 unit, the brand loyalty increases by 0.404

units, respectively. Therefore, hypothesis H4 is accepted.

After the satisfaction factor, the brand trust factor is the second

factor that greatly affects brand loyalty. From the regression results,

11

the Beta is 0.255, the significance level is less than 0.05, which means

that when the satisfaction level of brand trust increases by 1 unit, the

brand loyalty increases by 0.255 units, respectively. So hypothesis H1

is accepted.

Next, the price factor has a Beta coefficient of 0.254 indicating the

relationship between the price factor and brand loyalty has a positive

relationship. With a significance level less than 0.05, it means that

when the price level increases by 1 unit, the brand loyalty increases by

0.254 units respectively. So hypothesis H5 is accepted.

Next, the shopping experience factor has a Beta coefficient of

0.105, indicating that the relationship between the shopping

experience factor and brand loyalty has a positive relationship. With a

significance level of less than 0.05, it means that when the level of

shopping experience increases by 1 unit, brand loyalty increases by

0.105 units, respectively. So hypothesis H3 is accepted.

Finally, the perceived quality factor has a Beta coefficient of 0.074,

indicating that the relationship between the perceived quality factor

and brand loyalty has a positive relationship. With a significance level

less than 0.05, it means that when the level of satisfaction about

perceived quality increases by 1 unit, brand loyalty increases by 0.074

units, respectively. So hypothesis H2 is accepted.

CHAPTER 5: CONCLUSION

5.1 DISCUSS THE MAIN FINDINGS

The "Satisfaction" factor is the strongest influence on customer

loyalty. This is clearly true because loyalty is the emotion after the

buying experience that the consumer has for that product and brand.

Customer satisfaction will be determined by many factors such as

product quality, widespread promotion in the market, the interest of

sellers to consumers. Based on the results of consumer satisfaction for

12

the May 10 brand is quite good at the table 4.20. The garment line of

May 10 is extremely rich, diverse with non-frayed fabrics, beautiful

nose needles have helped customers trust and be satisfied with these

product lines. However, the current economy is extremely developed,

society and human needs are increasing, in addition to the fierce

competition of competitors in the market. To be able to compete with

major garment brands in Da Nang such as Vinatex, Phong Phu, Hoa

Tho, Kimsora,... May 10 needs to come up with more diverse product,

price, distribution and communication strategies to keep up with

modern trends, in order to expect customers to be loyal to the brand

and not to switch. Therefore, consumer satisfaction has a direct impact

on consumer loyalty to the brand (Norsyaheera Abd Wahaba et al.,

2016) and Pham Lan Huong et al (2015).

The "Brand Trust" factor is that it has a high impact on brand

loyalty. This proves that customers have confidence in prestige, social

responsibility, good production activities along with attention to the

lives of employees, no cases of law violations or not being processed

information in the press, social networks, . . . and from trust will turn

to brand loyalty with a very high probability. The results show that

May 10 is very interested, and focused on meeting consumers, namely,

comments such as "May 10 business has never let me down", "May

10 that I am evaluating is a brand that is safe about all business

activities", "I feel confident using May 10 products". Besides, the

clothing manufacturers of the May 10 brand have invested a lot from

the concept to design the product so that the new product can meet the

requirements of customers and when they launch the product, they

have also introduced to customers in detail the models, materials, sizes

of the product to attract attention, customer's interest and trust in the

brand. In addition, May 10 regularly organizes promotions and big

events on important days to pay tribute to customers, thereby creating

a strong attraction with the brand. And this also demonstrates that

13

brand trust is highly reliable and relevant in Alice Nthenya Mutuku's

study (2010).

The "Price" factor has a relative impact on customer brand loyalty.

Price is an important content for consumers, it is both a determinant

of purchasing power and purchasing power, and it is also a factor that

positions the product at certain levels. Therefore, price is a necessary

factor related to customer satisfaction with the product. When

considering the price, one will compare the value of this product with

another product of the same type, namely the factors of product line,

design, target customer audience, product price segment in the

market,... In a set of products of the same group, the price will

determine how satisfied the customer is and their trust in that product.

The purchasing power, consumer demand, and affordability of

customers all depend on their finances, so the price factor is always an

important factor for consumers to choose products. In addition, it also

helps businesses classify and shape the target and potential customer

group. May 10's clothing line has a price that does not differ much

from the brands of Hoa Tho, Kimsora, Vinatex manufacturers.

However, compared to popular clothing manufacturers such as Bici

Center, Dong Long, ABC Da Nang,... The price of May 10's products

is quite high. As a result, May 10 has difficulty competing in the

affordable market. In the high-end market segment along with strong

competition from foreign brands, May 10's products remain low due

to the lack of effective promotion programs. It can be seen that for

clothing products in the mid-range segment, the price factor of the

product is not a factor that significantly affects consumer loyalty.

Therefore, May 10 needs to have clear solutions to position prices, and

develop products in different stages, thereby improving customer

loyalty. And this also proves that the price variable has high reliability

and relevance in the study of Alice Nthenya Mutuku (2010).

14

The "Shopping Experience" factor also has a relative impact on

brand loyalty. Simply because the shopping experience is the feeling,

customer reviews play a decisive role in making a purchase and

returning to the store the next time. This is completely consistent and

also proves that the shopping experience variable has high reliability

in the study of Pham Lan Huong et al (2015). Currently, the

development of information technology has strongly impacted the

shopping experience of customers, with the buying habit not only

encapsulated in stores, shopping centers but May 10 needs to create

an interesting experience by applying technological means to the

shopping process. Therefore, May 10 must focus on both online and

offline sales with customer care services, and a long-term warranty to

create a sense of comfort, fun, and excitement for the next purchase,

thereby increasing brand loyalty.

Factor "Perceived quality": although the regression coefficient of

this factor is not as high as the above factors, it also has an impact on

the brand loyalty of customers. Currently, shopping centers for

garment products have appeared a lot in the Da Nang market. Garment

brands have had diverse product introduction and sales campaigns to

help customers know the product, experience the product to be able to

feel the advantages of the product in the most honest way. We can see

that the garment market is very active with a variety of products in

terms of design and quality of long-standing garment brands. In

addition, according to experts, although the new product lines are

always of better quality than the old product lines, the manufacturer

still does not raise the price because they are afraid of competition

from competitors, but instead they hit the psychology of customers,

they produce products that bring customers good quality so that

customers can feel the quality of the product that chooses to consume

and be loyal to that garment brand. Specifically, according to May 10's

annual financial report, customers are loyal to the line of trousers,

15

Weston. However, for other product lines, May 10 has not had a

breakthrough in quality as well as design compared to other

competitors. This seriously affects the retention of loyal customers to

May 10. Therefore, quality is the factor that May 10 should consider

in the production process. This also proves that the perceived quality

variable has high reliability and is completely consistent in the study

of Alice Nthenya Mutuku (2010).

In addition, there may be a number of other factors that also have

an impact on brand loyalty but were not considered in this study. And

this result is also only suitable for the dataset that the author has

collected and is only relevant at the time that the study author.

Therefore, if the number of study samples is greater or the study is

carried out at another time then the results will be different.

5.2 IMPLICATION OF THE RESEARCH

5.2.1 Theoretical implication

- The thesis adds a research paper on factors affecting consumer brand

loyalty for researchers, especially domestic researchers interested in

influencing factors of Vietnamese nature, and in-depth research in the

field of garments in Vietnam.

- The research results of the thesis are worth referencing to practical

agencies in the process of implementing policies to support the

promotion of the development of a key economic sector such as the

garment industry in Vietnam or have policies to promote garment

enterprises to develop, there are policies to support businesses in

developing their brand.

- The thesis suggests and orients strategies and marketing solutions

suitable for the May 10 company in Da Nang in particular, garment

companies in general in strengthening and developing the brand

loyalty of Vietnamese consumers to garment products.

16

5.2.2 Practical implication

The results of the study show that there are 5 factors affecting May

10 brand loyalty in the Da Nang market: brand trust, perceived quality,

shopping experience, satisfaction, and price. Therefore, to improve the

loyalty to the May 10 brand in the Da Nang market, attention should

be paid to improving the level of customer appreciation for these

factors.

From the perspective of the researcher on the topic of factors

affecting loyalty to the May 10 brand in Da Nang and based on the

analysis of the results from the regression results, the author makes

some suggestive reference suggestions for May 10's managers in the

construction, develop and maintain loyalty to the May 10 brand as

follows:

a) Increase brand satisfaction and trust

May 10 needs to open training classes to equip employees with the

skills and knowledge needed to serve customers with a positive

attitude and kindness and friendliness. Thereby creating a great

shopping experience and it is an opportunity for businesses to create

more sympathy and relationships with customers. What's more, May

10 needs to build a community of customers to be able to connect,

listen and retain customers. And brand trust is part of the satisfaction.

When there is confidence in the quality of service and customer care,

the feeling of satisfaction will reach the highest level. Therefore, May

10 needs to combine listening and acting now with each guest's

feedback, more specifically, regularly holding in-depth interviews to

exchange conversations with them.

b) Improved pricing policy

Therefore, to be able to satisfy the price for customers, it is necessary

to:

17

- Although the price of May 10's products compared to competitors is

at a relative level, businesses need to stabilize the level of price

perceived.

- A variety of prices helps customers have more options suitable for

their economic conditions.

- Choose the right material and reasonable price, can negotiate with

fabric supplier in many different forms (quantity, time) to get the best

price and stability.

- The organization closely monitors market fluctuations, consumer

trends and competitors to take effective measures to gradually adjust

prices in the future.

c) Increase the shopping experience

The offline shopping experience in the form of a visual impact on

consumers is very strong, businesses need to invest to be able to bring

products closer to consumers more use, such as hanging pano, signs,

posters, advertising programs, marketing... to promote products,

brands. Attractive promotions for consumers to feel interesting when

using the product and can entice customers to try the product,... and

marketing is a powerful tool to help the product get consumers to

know and use the product more. Specifically, May 10 needs to carry

out promotions, thank customers on holidays, Tet holidays, birthday

events, ten years of establishment of the company,... and regularly

update the trend, refurbish the store to create a sense of enjoyment and

fun when shopping at May 10. Experience online shopping in the form

of diversifying online platforms and tools, namely, to refresh the

company's websites and sales fanpages with engaging posts, authentic

videos and especially create groups that help capture the needs, it is

easier to exchange and sell. Along with that, customer care easily

brings sympathy and receives positive attention from customers.

18

d) Increase the perceived quality

It is necessary to introduce to customers that the product of the May

10 brand has outstanding characteristics that can make others desire.

Then launch the introduction campaigns, display the product so that

people can witness, feel, touch the product to know how good the

advantages of that product are. From there, they will feel the quality

of the product. When there is a combination of two elements of brand

desire and self-perceived quality, surely the loyalty of customers to the

May 10 brand will be higher. In addition, May 10 must regularly

improve product quality to be able to meet the needs of customers in

the best way.

So to increase the customer's sense of product quality, May 10 needs

to pay attention to the following factors:

+ Increases clothing durability.

+ Minimize the error of garments that are excess only, excess fabric.

+ Use good fabric material.

+ Improve the packaging.

+ The design catches up with the trend.

5.3 LIMITATIONS AND FUTURE RESEARCH

5.3.1 Limitations

Firstly, the author's research sample is concentrated in Da Nang

city. Although the author has arguments and evidence to prove the

representation of the inner city of Da Nang compared to the

Vietnamese market. The results of the study may be true for medium

and densely populated cities as well as the store density of May 10

companies such as Da Nang, but may not be true for many other

localities, especially remote localities.

19

Second, this study only stops at the level of an academic study. It

points to a good measuring tool, pointing out the factors that influence

May 10 brand loyalty.

Third, theoretically, there are many models and schools that study

brand loyalty. However, the thesis has not yet been able to study all of

these models in detail and fully.

Fourth, in fact there are other factors that can affect loyalty of

customers for brands such as: store environment, regional

characteristics, culture, habits,... It has not been considered in detail in

this study.

5.3.2 The next direction of research

Firstly, the scope of the study: the author oriented to study the brand

loyalty of consumers in some other cities of Vietnam, possibly in

foreign markets.

Secondly, the next study should apply the SEM structural model

verification tool to achieve richer research results.

Third, consider adding a number of factors to the research model

such as: store environment, attitudes towards marketing, distribution

channel,… Study subjects who have changed apparel brands during

use to analyze why customer loyalty has changed,...

REFERENCE

[1] Đào Thị Hà Anh (2018), “Các yếu tố tác động đến lòng trung thành

thương hiệu của người tiêu dùng: Nghiên cứu trường hợp hàng may

mặc Việt Nam”, Tạp chí Khoa học và Công nghệ, (số 46), trang 91 –

97.

[2] Nguyễn Thành Công & Phạm Ngọc Thúy (2007), Nghiên cứu các

yếu tố ảnh hưởng đến lòng trung thành của khách hàng đối với điện

thoại di động, Science & Technology Development, Vol 10, No.08 –

2007.

[3] Lê Văn Huy (2011), “Nghiên cứu thực nghiệm mô hình mua sắm

giải trí tại các siêu thị”, Tạp chí phát triển kinh tế, (số 252), trang 36 –

43.

[4] Đặng Thị Kim Hoa & Bùi Hồng Quý (2017), “Phân tích các yếu

tố ảnh hưởng đến lòng trung thành của khách hàng đối với sản phẩm

sữa tươi Vinamilk trên địa bàn huyện Gia Lâm, thành phố Hà Nội”,

Tạp chí Khoa học Nông nghiệp Việt Nam, 15(1), 107 – 117.

[5] Phạm Lan Hương, Ngô Thị Hồng, Trần Triệu Khải (2016), “Ảnh

hưởng của trải nghiệm thương hiệu đến lòng trung thành thương hiệu

trong kinh doanh bán lẻ thời trang”, Tạp chí phát triển kinh tế, 27(3),

trang 80 – 97.

[6] Tống Thị Nghiêm (2012), Nghiên cứu về các yếu tố ảnh hưởng đến

lòng trung thành thương hiệu của khách hàng đối với điện thoại di

động Nokia, Luận văn thạc sỹ, ĐH. Kinh tế Tp.HCM.

[7] Nguyễn Đình Thọ & Nguyễn Thị Mai Trang (2002), Nghiên cứu

các thành phần của giá trị thương hiệu và đo lường chúng trong thị

trường hàng tiêu dùng Việt Nam, Đại học Kinh tế Tp.HCM.

[8] Nguyễn Đình Thọ & Nguyễn Thị Mai Trang (2007), Nghiên cứu

khoa học Marketing: ứng dụng mô hình cấu trúc tuyến tính SEM, Nhà

xuất bản ĐH Quốc gia Tp.HCM.

[9] Nguyễn Đình Thọ (2011), Phương pháp nghiên cứu trong kinh

doanh, Nhà Xuất bản lao động xã hội.

[10] Hoàng Trọng & Chu Nguyễn Mộng Ngọc (2008), Phân tích dữ

liệu SPSS, NXB Hồng Đức – trường Đại học Kinh tế.

[11] Phạm Văn Tuấn (2014), Nghiên cứu tác động của sự thỏa mãn

đến lòng trung thành và hành vi mua lặp lại áo sơ mi may sẵn đối với

người tiêu dùng đô thị Việt Nam dưới ảnh hưởng bởi sự dính líu và

phong cách thời trang, luận án tiến sĩ kinh doanh và quản lý, trường

ĐH kinh tế quốc dân.

[12] Aaker, D.A. (1991), “Managing Brand Equity”, The Free Press,

New York.

[13] Aaker, J. L. (1999), “The malleable self: the role of selfexpression

in persuasion”, Journal of Marketing Research, 36, 45–57.

[14] Alice Nthenya Mutuku (2010), Factors that determine customer

loyalty to cloth retailing stores in Nairobi, Kenya, School Of Business,

University Of Nairobi.

[15] Amber, T. & Style, C. (1996), “Brand development versus new

prroduct development: Toward a process model of extension”,

Marketing Intelligence & Planning, 14 (7), 10-19.

[16] Broyles, S. Allen; Schumann, David V. (2004), The Comparative

Influence of Brand Equity’s Experiential and Functional Antecedents

and its Consequences on U.S. and Mainland Chinese Consumers,

Conference article, AIB-SE annual meeting, Knoxville, TN.

[17] Chang, P., & Chieng, M. (2006), “Building consumer-brand

relationship: A crosscultural experience view”, Psychology &

Marketing, 23(11), 927-959.

[18] Davis, R., Oliver, M.B., & Brodie, R. (2000), “Retail service

branding in electronic commerce environments”, Journal of Service

Research (3), pp.178- 186.

[19] Dick, A. S. & Basu, K. (1994), “Customer loyalty: Toward an

integrated conceptual framework”, Journal of the Academy of

Marketing Science 22(2), pp.99–113.

[20] Giddens, Nancy, Hofmann, Amanda (2002), Brand Loyalty,

Lowa State University, Working paper (C5-54).

[21] Hankinson, G. & Cowking P. (1993), “Branding in Action”,

McGraw Hill Book Company Europe, England.

[22] I˙rem Erdog˘mus ̧and Is¸ıl Bu¨deyri-Turan (2012), “The role of

personality congruence, perceived quality and prestige on ready-to-

wear brand loyalty”, Journal of Fashion Marketing and Management.

[23] Jacoby J., and Chestnut R.W. (1978), Brand Loyalty:

Measurement and Management, John Wiley & Sons.Josefowicz, New

York.

[24] Jitka Novotova (2018) “Exploring customer loyalty to fashion

brand on facebook fan pages”, Ekonomie a Management.

[25] Kim, J., & Yu, E. (2016), “The holistic brand experience of

branded mobile applications affects brand loyalty”, Social Behavior

and Personality: An international journal, 44, 77-88.

[26] Norsyaheera Abd Wahaba, Lailatul Faizah Abu Hassanb, Siti

Asiah Md Shahidc, Siti Noorsuriani Maon (2016), “The Relationship

Between Marketing Mix And Customer Loyalty In Hijab Industry:

The Mediating Effect Of Customer Satisfaction”, Procedia

Economics and Finance, 37,366 – 371.

[27] Oliver, R.L. (1999), “Whence Consumer Loyalty”, Journal of

Marketing, 63(Special Issue), 33-44.

[28] Rahil Khoei (2014) “Brand Loyalty in Sportswear in Iran”,

International Journal of Management, Accounting and Economics,

Vol. 1, No. 1, August, 2014.

[29] Rundle-Thiele, S. (2005), “Loyalty: An Empirical Exploration of

Theoretical Structure in Two Service Markets. Unpublished Ph.D.

Dissertation”, University of South Australia.

[30] Ruzica Brecic, Maja Stracenski Kalauz, Alica Grilec Kauric

(2016), “Croatian T&C industry and studenstcustomer satisfaction

with clothing products produced in domestic companies”,

International journal of multidisciplinarity in business and science.

[31] Singh, H. (2006), “The importance of customer satisfaction in

relation to customer loyalty and retention”, Academy of Marketing

Science, 60 (193-225), 46.

[32] Venter, R Chinomona, T Chuchu. (2016) “The influence of store

environment on brand trust, brand satisfaction and brand loyalty

among the black middle class”, The retail and marketing review, vol

12, Issue 2.

[33] Wong Foong Yee and Yahyah Sidek (2008), “Influence of Brand

Loyalty on Consumer Sportswear”, Int. Journal of Economics and

Management, 2(2), 221 – 236.