FACTORS AFFECTING BRAND LOYALTY OF CONSUMERS FOR VIETNAM GARMENTS

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Đào Thị Hà Anh, Đào Thị Hà Anh⁽¹⁾

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FACTORS AFFECTING BRAND LOYALTY OF CONSUMERS FOR VIETNAM GARMENTS

Nhan đề tiếng anh

CÁC YẾU TỐ TÁC ĐỘNG ĐẾN LÒNG TRUNG THÀNH THƯƠNG HIỆU CỦA NGƯỜI TIÊU DÙNG: NGHIÊN CỨU TRƯỜNG HỢP HÀNG MAY MẶC VIỆT NAM

Nguồn trích

Tạp chí Khoa học & Công nghệ - Đại học Công nghiệp Hà Nội

Năm xuất bản

2018

Số

46

Trang

ISSN

Từ khóa

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Tóm tắt

Ngày nay, khi tri thức và kinh tế ngày càng phát triển, người dân Việt Nam sẽngày một chú ý và hướng đến tiêu dùng sản phẩm may mặc có chất lượng cao. Vìvậy, nhiều hãng may mặc nước ngoài đã đổ bộ vào Việt Nam và kinh doanhthành công trong thời gian qua. Nhằm mục đích nâng cao sức cạnh tranh của cácdoanh nghiệp may mặc, nghiên cứu này tập trung vào các yếu tố tác động đếnlòng trung thành thương hiệu của người tiêu dùng Việt Nam, từ đó giúp doanhnghiệp có nhận thức và hành động cụ thể trong việc giữ vững uy tín, lòng trungthành thương hiệu của người dân vào thương hiệu Việt, đồng thời mở rộng thịtrường nội địa trong bối cảnh cạnh tranh kinh tế ngày càng khốc liệt do hội nhậpkhu vực và quốc tế. Tác giả đã sử dụng phương pháp nghiên cứu định tính bằngkỹ thuật phỏng vấn sâu để xác định các yếu tố (i) chất lượng cảm nhận, (ii) lòngtin thương hiệu, (iii) nhận diện thương hiệu, (iv) chất lượng mối quan hệ giữangười tiêu dùng và thương hiệu có mối quan hệ và tác động tích cực tới lòngtrung thành thương hiệu may mặc của người tiêu dùng Việt Nam.

Tóm tắt tiếng anh

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 inVietnam and gained much success recently. In order to improve competitivenessfor garment enterprises, the study of factors affecting to brand loyalty ofVietnamese consumers could be a good reference for enterprises to recognizeand take actions to maintain the prestige and brand loyalty of Vietnamese toVietnamese branded products as well as expand their Vietnam domestic marketin the context of increasing economic competition due to regional andinternational integration. In this study, the author uses qualitative researchmethodologies applying in-depth interview techniques to determine the factors(i) perceived quality, (ii) brand trust, (iii) brand identification, (iv) quality ofrelationship between consumers and brand having positive impact on brandloyalty of Vietnamese consumers.

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