Brand Personality and Its Moderating Impact on Brand Loyalty: The Empirical Research of Cafes in Vietnam

Abstract

This study explored the characteristics of brand personality, effective image, cognitive image, and intention to recommend toward a brand loyalty in a selected coffee shop in Ho Chi Minh City in Vietnam. The study uses both qualitative through in-depth interviews for preliminary research and formal quantitative study for a large-scale population survey of 310 customers. This study was chosen to understand better the meaning of the effective image, the customer's perception and brand personality influencing those images to create loyalty and belief of customers to introduce the brand --- the survey questionnaire using two tools, the reliability analysis conduct the Cronbach's Alpha coefficient and the Exploratory Factor Analysis (EFA) as first step then conduct structural equation modeling (SEM) by PLS 3. 0. The key findings regarding the relationship between the effective image and the intention to recommend and the relationship between effective image and brand personality show a positive result which mean customers will feel more interested and more affectionate if the coffee shop understand and meet their desire, have a good style, always listen and change to meet the customer demand.