Research on Determinants of Brand Loyalty of Consumer: Evidence from Organic Food Industry in Vietnam

Abstract

The term “organic food” has become one of the faste st-growing consumption trends in the cuisine industry not only i the world but also in Vietnam. It is mainly due to the fact that brands currently play a range of significant roles in enhancement of consumers’ lives and improvement of the company's financial value. Brands are significant for marketers in meeting the desirable and necessary needs of consumers through establishing and communicating br and stories. The paper is conducted with the approach from consumer for the p urpose of estimating appropriate determinants influencing on brand loyal ty of consumer in the context of Vietnamese economy, especially in organic food indu stry. After analyzing the data of 450 questionnaires with descriptive statistics, reliability statistics, correlation and regression analysis between both direct effects of independents variables to dependent variable by SPSS 20 software, it is evide nt that functional value, social value, emotional value price worthiness, brand trus t and brand social responsibility image directly impact on brand loyalty of consumer. More importantly, the author propose a range of eff ici nt solutions as well as effective marketing strategies for Vietnamese enter prises to establish, maintain and promote the brand loyalty of customer based on the res arch results; especially focusing on enhancing the perceived values of consu mer to the brand, building information communication channels distribution cha nnel; and conducting the discount programs in some special occasions, which is an imperative issue in both theoretical and practical aspects.