Article Sidebar
Date Published:
31/07/2024
Abstract Views: 134
Views PDF: 63
Views PDF: 63
Issue
Section
Articles
How to Cite
Phan, M. D., & Le, T. H. T. (2024). Brand loyalty for mobile devices from the perspective of Vietnamese culture: antecedents and moderating effects of age. Journal of International Economics and Management, 24(2), 93-114. https://doi.org/10.38203/jiem.024.2.0088
Metrics
Brand loyalty for mobile devices from the perspective of Vietnamese culture: antecedents and moderating effects of age
Main Article Content
Abstract
This study examines the correlations between brand personality, identity, perceived quality, and loyalty, as well as the moderating effect of age. The paper uses structural equation modeling and survey methodologies to present the findings. The data were collected from 228 Vietnamese respondents for the primary analysis. The research results show that brand personality, identification, and perceived quality positively affect brand loyalty. Age also negatively moderates the relationship between brand personality and brand loyalty, and positively moderates the relationship between perceived quality and brand loyalty; however, it does not moderate brand identification-loyalty connections. Additionally, brand loyalty is influenced by brand personality, identification, and perceived quality. Age moderates these relationships. The findings on the moderating effects of age are pioneering academically, especially in Vietnam. This study offers practical recommendations to address branding and marketing issues in business management. Based on moderating effects, managers and businesspeople can create marketing and branding campaigns that target the right age groups for each antecedent.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Keywords
Brand loyalty, Mobile devices, Brand personality, Brand identification, Perceived quality
References
Aaker, D.A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York.
Aaker, D.A. (1996), “Measuring brand equity across products and markets”, California Management Review, Vol. 38 No. 3, pp. 102-120.
Aaker, J. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34 No. 3, pp. 347-356.
Ahearne, M., Bhattacharya, C.B. and Gruen, T. (2005), “Antecedents and consequences of customer-company identification: expanding the role of relationship marketing”, Journal of Applied Psychology, Vol. 90 No. 3, pp. 574-585.
Akin, M. (2011), “Predicting consumers’ behavioral intentions with perceptions of brand personality: a study in cell phone markets”, International Journal of Business and Management, Vol. 6 No. 6, pp. 193-206.
Azoulay, A. and Kapferer, N. (2003), “Do brand personality scales really measure brand personality?”, Journal of Brand Management, Vol. 11 No. 2, pp. 234-250.
Baumann, C., Burton, S. and Elliott, G. (2005), “Determinants of customer loyalty and share of wallet in retail banking”, Journal of Financial Services Marketing, Vol. 9 No. 3, pp. 231-248.
Bayaga, A. and Kyobe, M. (2022), “PLS-SEM modelling in information systems”, Conference on Information Communications Technology and Society (ICTAS), Durban, South Africa, pp. 1-6.
Belk, R.W. (1988), “Possessions and the extended self”, Journal of Consumer Research, Vol. 15 No. 2, pp. 139-168.
Bhattacharya, C.B. and Sen, S. (2003), “Consumer-company identification: a framework for understanding consumers’ relationships with companies”, Journal of Marketing, Vol. 67 No. 2, pp. 76-88.
Biedenbach, G. and Marell, A. (2009), “The impact of customer experience on brand equity in a business-to-business services setting”, Journal of Brand Management, Vol. 17 No. 6, pp. 446-458.
Bobâlcă, C., Gatej, C.P. and Ciobanu, O. (2012), “Developing a scale to measure customer loyalty”, Procedia. Economics and Finance, Vol. 3, pp. 623-628.
Brakus, J., Schmitt, B. and Zarantonello, L. (2009), “Brand experience: what is it? How is it measured? Does it affect loyalty?”, Journal of Marketing, Vol. 73 No. 3, pp. 52-68.
Bruks, M., Zeithmal, V. and Naylar, G. (2000), “Price and brand name as indicators of quality dimensions for consumer durable”, Journal of the Academy of Marketing Science, Vol. 28 No. 3, pp. 359-374.
Buil, I., Martínez, E. and Chernatony, L. (2013), “The influence of brand equity on consumer responses”, Journal of Consumer Marketing, Vol. 30 No. 1, pp. 62-74.
Buttle, F. (2009), Managing the customer lifecycle: customer acquisition, customer relationship management: concepts and technologies, 2nd Edition, Taylor and Francis, London.
Carlson, D.B., Donavan, T.D. and Cumiskey, J.K. (2009), “Consumer‐brand relationships in sport: brand personality and identification”, International Journal of Retail and Distribution Management, Vol. 37 No. 4, pp. 370-384.
Chang, T.Z. and Wildt, A.R. (1994), “Price, product information, and purchase intention: an empirical study”, Journal of the Academy of Marketing Science, Vol. 22 No. 1, pp. 16-27.
Chaudhuri, A. (2002), “How brand reputation affects the advertising-brand equity link”, Journal of Advertising Research, Vol. 42 No. 3, pp. 33-43.
Chin, W., Cheah, J.H., Liu, Y., Ting, H., Lim, X.J. and Cham, T.H. (2020), “Demystifying the role of causal-predictive modeling using partial least squares structural equation modeling in information systems research”, Industrial Management & Data Systems, Vol. 120 No. 12, pp. 2161-2209.
Chin, W.W., Marcolin, B.L. and Newsted, P.R. (2003), “A partial least squares latent variable modeling approach for measuring interaction effects: results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study”, Information Systems Research, Vol. 14 No. 2, pp. 189-217.
Chou, C. (2013), “Factors affecting brand identification and loyalty in online community”, American Journal of Industrial and Business Management, Vol. 3 No. 8, pp. 674-680.
Darley, W.K. and Smith, R.E. (1995), “Gender differences in information processing strategies: an empirical test of the selectivity model in advertising response”, Journal of Advertising, Vol. 24 No. 1, pp. 41-56.
Doney, P.M., Cannon, J.P. and Mullen, M.R. (1998), “Understanding the influence of national culture on the development of trust”, Academy Management Review, Vol. 23 No. 3, pp. 601-620.
Eisend, M. and Langer, A. (2007), The Impact of Brand Personality Dimensions on Brand Performance, American Marketing Association, Chicago.
Erciş, A., Ünal, S., Candan, F. and Yıldırım, H.B. (2012), “The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions”, Procedia-Social and Behavioral Sciences, Vol. 58, pp. 1395-1404.
Fornell, C. and Larcker, D.F. (1981), “Structural equation models with unobservable variables and measurement error: algebra and statistics”, Journal of Marketing Research, Vol. 18 No. 3, pp. 382-388.
Ganesan, L.C., Russell, B.R. and Danaher, T. (2008), “The impact of service contact type and demographic characteristics on service quality perceptions”, Journal of Services Marketing, Vol. 22 No. 7, pp. 550-561.
Garvin, D.A. (1987), “Competing in the eight dimensions of quality”, Harvard Business Review, Vol. 87, pp. 101-109.
Gerpott, T.J., Rams, W. and Schindler, A. (2001), “Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market”, Telecommunications Policy, Vol. 25, pp. 249-269.
Ha, H.Y. and John, J. (2010), “Role of customer orientation in an integrative model of brand loyalty in services”, Service Industries Journal, Vol. 30 No. 7, pp. 1025-1046.
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010), Multivariate Data Analysis, 7th Edition, Prentice Hall, Upper Saddle River, New Jersey.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. (2006), Multivariate Data Analysis, 6th Edition, Pearson Prentice Hall, New Jersey.
Hair, J.F., Ringle, C.M. and Sarstedt, M. (2011), “PLS-SEM: indeed a silver bullet”, Journal of Marketing Theory and Practice, Vol. 19 No. 2, pp. 139-151.
Halliday, S.V. and Kuenzel, S. (2008), “Brand identification: a theory-based construct for conceptualizing links between corporate branding, identity and communications”, in Melewar, T.C. and Karaosmanoğlu, E. (Eds.), Contemporary Thoughts on Corporate Branding and Corporate Identity Management, Palgrave Macmillan, London, pp. 91-114.
He, H., Li, Y. and Harris, L. (2012), “Social identity perspective on brand loyalty”, Journal of Business Research, Vol. 65 No. 5, pp. 648-657.
Hofstede, G. (1984), “Cultural dimensions in management and planning”, Asia Pacific Journal of Management, Vol. 1, pp. 81-99.
Hofstede, G. (2001), Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations, Sage Publications, Thousand Oaks, Calif.
Hofstede, G. and Bond, M.H. (1988), “The Confucius connection: from cultural roots to economic growth”, Organizational Dynamics, Vol. 16 No. 4, pp. 5-21.
Homburg, C. and Giering, A. (2001), “Personal characteristics as moderators of the relationship between customer satisfaction and loyalty: an empirical analysis”, Psychology & Marketing, Vol. 18 No. 1, pp. 43-66.
Jacoby, J., Olson, J.C. and Haddock, R.A. (1971), “Price, brand name, and product composition characteristics as determinants of perceived quality”, Journal of Applied Psychology, Vol. 55 No. 6, pp. 570-579.
Jing, Z., Pitsaphol, C. and Shabbir, R. (2014), “The influence of brand awareness, brand image and perceived quality on brand loyalty: a case study of oppo brand in Thailand”, Interdisciplinary Journal of Contemporary Research in Business, Vol. 5 No. 12, pp. 10-21.
Jöreskog, K.G. and Wold, H. (1982), “The ML and PLS techniques for modeling with latent variables: historical and comparative aspects”, in Jöreskog, K.G. and Wold, H. (Eds.), Systems under Indirect Observation: Causality, Structure, Prediction, Part I, Elsevier, Amsterdam, pp. 263-270.
Judith, H.W. and Richard, E.P. (2002), “Measuring brand equity: an evaluation of a consumer-based brand equity scale”, Journal of Marketing Theory and Practice, Vol. 10 No. 1, pp. 46-63.
Kamins, M.A. and Marks, L.J. (1991), “The perception of kosher as a third-party certification claim in advertising for familiar and unfamiliar brands”, Journal of the Academy of Marketing Science, Vol. 19 No. 3, pp. 177-185.
Kelan, E. and Lehnert, M. (2009), “The millennial generation: generation Y and the opportunities for a globalised, networked educational system”, Available at https://www.academia.edu/4335172/The_millennial_generation_generation_y_and_the_opportunities_for_a_globalised_networked_educational_system (Accessed 07 March, 2020).
Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57 No. 1, pp. 1-22.
Keller, K.L. (2003), Strategic Brand Management, 2nd Edition, Prentice Hall, Upper Saddle River, New Jersey.
Kenny, D.A. and Judd, C.M. (1984), “Estimating the nonlinear and interactive effects of latent variables”, Psychological Bulletin, Vol. 96 No. 1, pp. 201-210.
Kim, C.K., Han, D. and Park, S. (2001), “The effect of brand personality and brand identification on brand loyalty: applying the theory of social identification”, Japanese Psychological Research, Vol. 43 No. 4, pp. 195-206.
Kim, H.S. and Yoon, C.H. (2004), “Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market”, Telecommunications Policy, Vol. 28 No. 9-10, pp. 751-765.
Kuenzel, S. and Halliday, S.V. (2008), “Investigating antecedents and consequences of brand identification”, Journal of Product & Brand Management, Vol. 17 No. 5, pp. 293-304.
Kuenzel, S. and Halliday, S.V. (2010), “The chain of effects from reputation and brand personality congruence to brand loyalty: the role of brand identification”, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 18 No. 3-4, pp. 167-176.
Lam, S.K., Ahearne, M., Hu, Y. and Schillewaert, N. (2010), “Resistance to brand switching when a radically new brand is introduced: a social identity theory perspective”, Journal of Marketing, Vol. 74 No. 6, pp. 128-146.
Lambert-Pandraud, R., Laurent, G. and Lapersonne, E. (2005), “Repeat purchasing of new automobiles by older consumers: empirical evidence and interpretations”, Journal of Marketing, Vol. 69 No. 2, pp. 97-113.
Lapersonne, E., Laurent, G. and Le Goff, J.J. (1995), “Consideration sets of size one: an empirical investigation of automobile purchases”, International Journal of Research in Marketing, Vol. 12 No. 1, pp. 55-66.
Lee, S.Y., Petrick, J.F. and Crompton, J. (2007), “The roles of quality and intermediary constructs in determining festival attendees’ behavioral intention”, Journal of Travel Research, Vol. 45 No. 4, pp. 402-412.
Liao, J. and Wang, L. (2009), “Face as a mediator of the relationship between material value and brand consciousness”, Psychology & Marketing, Vol. 26 No. 11, pp. 987-1001.
Libai, B., Bolton, R., Bügel, M.S., De Ruyter, K., Götz, O., Risselada, H. and Stephen, A.T. (2010), “Customer-to-customer interactions: broadening the scope of word-of-mouth research”, Journal of Service Research, Vol. 13 No. 3, pp. 267-282.
Lohmöller, J.B. (1989), Latent Variable Path Modeling with Partial Least Squares, Physica-Verlag, Heidelberg.
Ly, V. (2021), “Vietnam’s Internet economy expected to hit US$43 billion by 2025”, Available at https://english.thesaigontimes.vn/vietnams-Internet-economy-expected-to-hit-us43-billion-by-2025/ (Accessed 25 June, 2023).
Mael, F. and Ashforth, B.E. (1992), “Alumni and their alma mater: a partial test of the reformulated model of organizational identification”, Journal of Organizational Behavior, Vol. 13 No. 2, pp. 103-123.
Marticotte, F., Arcand, M. and Baudry, D. (2016), “The impact of brand evangelism on oppositional referrals towards a rival brand”, Journal of Product & Brand Management, Vol. 25 No. 6, pp. 538-549.
McGoldrick, P.J. and Andre, E. (1997), “Consumer misbehavior: promiscuity or loyalty in grocery shopping”, Journal of Retailing and Consumer Services, Vol. 4 No. 2, pp. 73-81.
Moos, B. (2004), “Advertisers try to appeal to over-50 boomers”, Knight Ridder/Tribune Business News.
Moschis, G.P. (1994), “Consumer behavior in later life: multidisciplinary contributions and implications for research”, Journal of the Academy of Marketing Science, Vol. 22 No. 3, pp. 195-204.
Moskovitch, M. (1982), “A neuropsychological approach to perception and memory in normal and pathological aging”, in Craik, F.I.M. and Trehub, S. (Eds.), Aging and Cognitive Processes. Advances in the Study of Communication and Affect, Vol. 8, Springer, Boston, MA, pp. 55-78.
Nakata, C. and Sivakumar, K. (2001), “Instituting the marketing concept in a multinational setting: the role of national culture”, Journal of the Academy of Marketing Science, Vol. 29 No. 3, pp. 255-276.
Nasir, S. (2015), Customer Relationship Management Strategies in the Digital Era, IGI Global, Hershey.
Netemeyer, R.D., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J. and Wirth, F. (2004), “Developing and validating measures of facets of customer-based brand equity”, Journal of Business Research, Vol. 57 No. 2, pp. 209-224.
O’Malley, L. (1998), “Can loyalty schemes really build loyalty?”, Marketing Intelligence & Planning, Vol. 16 No. 1, pp. 47-55.
O’Neill, M. and Palmer, A. (2003), “An exploratory study of the effects of experience on consumer perceptions of the service quality construct”, Managing Service Quality: An International Journal, Vol. 13 No. 3, pp. 187-196.
Pappu, R., Quester, P.G. and Cooksey, R.W. (2005), “Consumer-based brand equity: improving the measurement - Empirical evidence”, Journal of Product & Brand Management, Vol. 14 No. 3, pp. 143-154.
Parasuraman, A. and Grewal, D. (2000), “The impact of technology on the quality-value-loyalty chain: a research agenda”, Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 168-170.
Peng, D.X. and Lai, F. (2012), “Using partial least squares in operations management research: a practical guideline and summary of past research”, Journal of Operations Management, Vol. 30 No. 6, pp. 467-480.
Ramaseshan, B. and Tsao, H.Y. (2007), “Moderating effects of the brand concept on the relationship between brand personality and perceived quality”, Journal of Brand Management, Vol. 14, pp. 458-466.
Robinson, C. (1996), “Asian culture: the marketing consequences”, Journal of the Market Research Society, Vol. 38 No. 1, pp. 55-63.
Roth, M.S. (1995), “The effects of culture and socioeconomics on the performance of global brand image strategies”, Journal of Marketing Research, Vol. 32 No. 2, pp. 163-175.
Schumacker, R.E. and Lomax, R.G. (2012), A Beginner’s Guide to Structural Equation Modeling, 3rd Edition, Taylor and Francis, London.
Singh, J.P. (1990), “Managerial culture and work-related values in India”, Organization Studies, Vol. 11 No. 1, pp. 75-101.
Sirdeshmukh, D., Singh, J. and Sabol, B. (2002), “Consumer trust, value, and loyalty in relational exchanges”, Journal of Marketing, Vol. 66 No. 1, pp. 15-37.
Sung, Y. and Kim, J. (2010), “Effects of brand personality on brand trust and brand affect”, Psychology & Marketing, Vol. 27 No. 7, pp. 639-661.
Swaminathan, V., Stilley, K. and Ahluwalia, R. (2009), “When brand personality matters: the moderating role of attachment styles”, Journal of Consumer Research, Vol. 35 No. 6, pp. 985-1002.
Triandis, H.C. (1995), Individualism and Collectivism, Westview Press, Boulder.
Tsiotsou, R.H. (2006), “The role of perceived product quality and overall satisfaction on purchase intentions”, International Journal of Consumer Studies, Vol. 30 No. 2, pp. 207-217.
Urbach, N. and Ahlemann, F. (2010), “Structural equation modeling in information systems research using partial least squares”, Journal of Information Technology Theory and Application, Vol. 11, pp. 5-40.
Van der Westhuizen, T. and Singh, T. (2018), “Mobile devices brand loyalty of youth: perceived value vs cybersecurity choices”, in Fields, Z. (Ed.), Handbook of Research on Information and Cyber Security in the Fourth Industrial Revolution, IGI-Global, Hershey, pp. 531-545.
Wakefield, K.L. and Baker, J. (1998), “Excitement at the mall: determinants and effects on shopping response”, Journal of Retailing, Vol. 74 No. 4, pp. 515-539.
Wilkes, R.E. (1992), “A structural modeling approach to the measurement and meaning of cognitive age”, Journal of Consumer Research, Vol. 19 No. 2, pp. 292-301.
Wu, W.Y., Chang, M.L., Girard, T. and Yang, B. (2007), “The role of risk attitude on online shopping: experience, customer satisfaction, and repurchase intention”, Social Behavior and Personality, Vol. 35 No. 4, pp. 453-468.
Yee, W.F. and Sidek, Y. (2009), “Influence of brand loyalty on consumer sportswear”, International Journal of Economics and Management, Vol. 2 No. 2, pp. 221-236.
Yoo, B. (2009), “Cross-national invariance of the effect of personal collectivistic orientation on brand loyalty and equity: the United States versus South Korean consumers”, Asia Pacific Journal of Marketing and Logistics, Vol. 21 No. 1, pp. 41-57.
Yoon, C. (1997), “Age differences in consumers’ processing strategies: an investigation of moderating influence”, Journal of Consumer Research, Vol. 24 No. 3, pp. 329-342.
Zeithaml, V.A. (1988), “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52 No. 3, pp. 2-22.
Aaker, D.A. (1996), “Measuring brand equity across products and markets”, California Management Review, Vol. 38 No. 3, pp. 102-120.
Aaker, J. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34 No. 3, pp. 347-356.
Ahearne, M., Bhattacharya, C.B. and Gruen, T. (2005), “Antecedents and consequences of customer-company identification: expanding the role of relationship marketing”, Journal of Applied Psychology, Vol. 90 No. 3, pp. 574-585.
Akin, M. (2011), “Predicting consumers’ behavioral intentions with perceptions of brand personality: a study in cell phone markets”, International Journal of Business and Management, Vol. 6 No. 6, pp. 193-206.
Azoulay, A. and Kapferer, N. (2003), “Do brand personality scales really measure brand personality?”, Journal of Brand Management, Vol. 11 No. 2, pp. 234-250.
Baumann, C., Burton, S. and Elliott, G. (2005), “Determinants of customer loyalty and share of wallet in retail banking”, Journal of Financial Services Marketing, Vol. 9 No. 3, pp. 231-248.
Bayaga, A. and Kyobe, M. (2022), “PLS-SEM modelling in information systems”, Conference on Information Communications Technology and Society (ICTAS), Durban, South Africa, pp. 1-6.
Belk, R.W. (1988), “Possessions and the extended self”, Journal of Consumer Research, Vol. 15 No. 2, pp. 139-168.
Bhattacharya, C.B. and Sen, S. (2003), “Consumer-company identification: a framework for understanding consumers’ relationships with companies”, Journal of Marketing, Vol. 67 No. 2, pp. 76-88.
Biedenbach, G. and Marell, A. (2009), “The impact of customer experience on brand equity in a business-to-business services setting”, Journal of Brand Management, Vol. 17 No. 6, pp. 446-458.
Bobâlcă, C., Gatej, C.P. and Ciobanu, O. (2012), “Developing a scale to measure customer loyalty”, Procedia. Economics and Finance, Vol. 3, pp. 623-628.
Brakus, J., Schmitt, B. and Zarantonello, L. (2009), “Brand experience: what is it? How is it measured? Does it affect loyalty?”, Journal of Marketing, Vol. 73 No. 3, pp. 52-68.
Bruks, M., Zeithmal, V. and Naylar, G. (2000), “Price and brand name as indicators of quality dimensions for consumer durable”, Journal of the Academy of Marketing Science, Vol. 28 No. 3, pp. 359-374.
Buil, I., Martínez, E. and Chernatony, L. (2013), “The influence of brand equity on consumer responses”, Journal of Consumer Marketing, Vol. 30 No. 1, pp. 62-74.
Buttle, F. (2009), Managing the customer lifecycle: customer acquisition, customer relationship management: concepts and technologies, 2nd Edition, Taylor and Francis, London.
Carlson, D.B., Donavan, T.D. and Cumiskey, J.K. (2009), “Consumer‐brand relationships in sport: brand personality and identification”, International Journal of Retail and Distribution Management, Vol. 37 No. 4, pp. 370-384.
Chang, T.Z. and Wildt, A.R. (1994), “Price, product information, and purchase intention: an empirical study”, Journal of the Academy of Marketing Science, Vol. 22 No. 1, pp. 16-27.
Chaudhuri, A. (2002), “How brand reputation affects the advertising-brand equity link”, Journal of Advertising Research, Vol. 42 No. 3, pp. 33-43.
Chin, W., Cheah, J.H., Liu, Y., Ting, H., Lim, X.J. and Cham, T.H. (2020), “Demystifying the role of causal-predictive modeling using partial least squares structural equation modeling in information systems research”, Industrial Management & Data Systems, Vol. 120 No. 12, pp. 2161-2209.
Chin, W.W., Marcolin, B.L. and Newsted, P.R. (2003), “A partial least squares latent variable modeling approach for measuring interaction effects: results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study”, Information Systems Research, Vol. 14 No. 2, pp. 189-217.
Chou, C. (2013), “Factors affecting brand identification and loyalty in online community”, American Journal of Industrial and Business Management, Vol. 3 No. 8, pp. 674-680.
Darley, W.K. and Smith, R.E. (1995), “Gender differences in information processing strategies: an empirical test of the selectivity model in advertising response”, Journal of Advertising, Vol. 24 No. 1, pp. 41-56.
Doney, P.M., Cannon, J.P. and Mullen, M.R. (1998), “Understanding the influence of national culture on the development of trust”, Academy Management Review, Vol. 23 No. 3, pp. 601-620.
Eisend, M. and Langer, A. (2007), The Impact of Brand Personality Dimensions on Brand Performance, American Marketing Association, Chicago.
Erciş, A., Ünal, S., Candan, F. and Yıldırım, H.B. (2012), “The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions”, Procedia-Social and Behavioral Sciences, Vol. 58, pp. 1395-1404.
Fornell, C. and Larcker, D.F. (1981), “Structural equation models with unobservable variables and measurement error: algebra and statistics”, Journal of Marketing Research, Vol. 18 No. 3, pp. 382-388.
Ganesan, L.C., Russell, B.R. and Danaher, T. (2008), “The impact of service contact type and demographic characteristics on service quality perceptions”, Journal of Services Marketing, Vol. 22 No. 7, pp. 550-561.
Garvin, D.A. (1987), “Competing in the eight dimensions of quality”, Harvard Business Review, Vol. 87, pp. 101-109.
Gerpott, T.J., Rams, W. and Schindler, A. (2001), “Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market”, Telecommunications Policy, Vol. 25, pp. 249-269.
Ha, H.Y. and John, J. (2010), “Role of customer orientation in an integrative model of brand loyalty in services”, Service Industries Journal, Vol. 30 No. 7, pp. 1025-1046.
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010), Multivariate Data Analysis, 7th Edition, Prentice Hall, Upper Saddle River, New Jersey.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. (2006), Multivariate Data Analysis, 6th Edition, Pearson Prentice Hall, New Jersey.
Hair, J.F., Ringle, C.M. and Sarstedt, M. (2011), “PLS-SEM: indeed a silver bullet”, Journal of Marketing Theory and Practice, Vol. 19 No. 2, pp. 139-151.
Halliday, S.V. and Kuenzel, S. (2008), “Brand identification: a theory-based construct for conceptualizing links between corporate branding, identity and communications”, in Melewar, T.C. and Karaosmanoğlu, E. (Eds.), Contemporary Thoughts on Corporate Branding and Corporate Identity Management, Palgrave Macmillan, London, pp. 91-114.
He, H., Li, Y. and Harris, L. (2012), “Social identity perspective on brand loyalty”, Journal of Business Research, Vol. 65 No. 5, pp. 648-657.
Hofstede, G. (1984), “Cultural dimensions in management and planning”, Asia Pacific Journal of Management, Vol. 1, pp. 81-99.
Hofstede, G. (2001), Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations, Sage Publications, Thousand Oaks, Calif.
Hofstede, G. and Bond, M.H. (1988), “The Confucius connection: from cultural roots to economic growth”, Organizational Dynamics, Vol. 16 No. 4, pp. 5-21.
Homburg, C. and Giering, A. (2001), “Personal characteristics as moderators of the relationship between customer satisfaction and loyalty: an empirical analysis”, Psychology & Marketing, Vol. 18 No. 1, pp. 43-66.
Jacoby, J., Olson, J.C. and Haddock, R.A. (1971), “Price, brand name, and product composition characteristics as determinants of perceived quality”, Journal of Applied Psychology, Vol. 55 No. 6, pp. 570-579.
Jing, Z., Pitsaphol, C. and Shabbir, R. (2014), “The influence of brand awareness, brand image and perceived quality on brand loyalty: a case study of oppo brand in Thailand”, Interdisciplinary Journal of Contemporary Research in Business, Vol. 5 No. 12, pp. 10-21.
Jöreskog, K.G. and Wold, H. (1982), “The ML and PLS techniques for modeling with latent variables: historical and comparative aspects”, in Jöreskog, K.G. and Wold, H. (Eds.), Systems under Indirect Observation: Causality, Structure, Prediction, Part I, Elsevier, Amsterdam, pp. 263-270.
Judith, H.W. and Richard, E.P. (2002), “Measuring brand equity: an evaluation of a consumer-based brand equity scale”, Journal of Marketing Theory and Practice, Vol. 10 No. 1, pp. 46-63.
Kamins, M.A. and Marks, L.J. (1991), “The perception of kosher as a third-party certification claim in advertising for familiar and unfamiliar brands”, Journal of the Academy of Marketing Science, Vol. 19 No. 3, pp. 177-185.
Kelan, E. and Lehnert, M. (2009), “The millennial generation: generation Y and the opportunities for a globalised, networked educational system”, Available at https://www.academia.edu/4335172/The_millennial_generation_generation_y_and_the_opportunities_for_a_globalised_networked_educational_system (Accessed 07 March, 2020).
Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57 No. 1, pp. 1-22.
Keller, K.L. (2003), Strategic Brand Management, 2nd Edition, Prentice Hall, Upper Saddle River, New Jersey.
Kenny, D.A. and Judd, C.M. (1984), “Estimating the nonlinear and interactive effects of latent variables”, Psychological Bulletin, Vol. 96 No. 1, pp. 201-210.
Kim, C.K., Han, D. and Park, S. (2001), “The effect of brand personality and brand identification on brand loyalty: applying the theory of social identification”, Japanese Psychological Research, Vol. 43 No. 4, pp. 195-206.
Kim, H.S. and Yoon, C.H. (2004), “Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market”, Telecommunications Policy, Vol. 28 No. 9-10, pp. 751-765.
Kuenzel, S. and Halliday, S.V. (2008), “Investigating antecedents and consequences of brand identification”, Journal of Product & Brand Management, Vol. 17 No. 5, pp. 293-304.
Kuenzel, S. and Halliday, S.V. (2010), “The chain of effects from reputation and brand personality congruence to brand loyalty: the role of brand identification”, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 18 No. 3-4, pp. 167-176.
Lam, S.K., Ahearne, M., Hu, Y. and Schillewaert, N. (2010), “Resistance to brand switching when a radically new brand is introduced: a social identity theory perspective”, Journal of Marketing, Vol. 74 No. 6, pp. 128-146.
Lambert-Pandraud, R., Laurent, G. and Lapersonne, E. (2005), “Repeat purchasing of new automobiles by older consumers: empirical evidence and interpretations”, Journal of Marketing, Vol. 69 No. 2, pp. 97-113.
Lapersonne, E., Laurent, G. and Le Goff, J.J. (1995), “Consideration sets of size one: an empirical investigation of automobile purchases”, International Journal of Research in Marketing, Vol. 12 No. 1, pp. 55-66.
Lee, S.Y., Petrick, J.F. and Crompton, J. (2007), “The roles of quality and intermediary constructs in determining festival attendees’ behavioral intention”, Journal of Travel Research, Vol. 45 No. 4, pp. 402-412.
Liao, J. and Wang, L. (2009), “Face as a mediator of the relationship between material value and brand consciousness”, Psychology & Marketing, Vol. 26 No. 11, pp. 987-1001.
Libai, B., Bolton, R., Bügel, M.S., De Ruyter, K., Götz, O., Risselada, H. and Stephen, A.T. (2010), “Customer-to-customer interactions: broadening the scope of word-of-mouth research”, Journal of Service Research, Vol. 13 No. 3, pp. 267-282.
Lohmöller, J.B. (1989), Latent Variable Path Modeling with Partial Least Squares, Physica-Verlag, Heidelberg.
Ly, V. (2021), “Vietnam’s Internet economy expected to hit US$43 billion by 2025”, Available at https://english.thesaigontimes.vn/vietnams-Internet-economy-expected-to-hit-us43-billion-by-2025/ (Accessed 25 June, 2023).
Mael, F. and Ashforth, B.E. (1992), “Alumni and their alma mater: a partial test of the reformulated model of organizational identification”, Journal of Organizational Behavior, Vol. 13 No. 2, pp. 103-123.
Marticotte, F., Arcand, M. and Baudry, D. (2016), “The impact of brand evangelism on oppositional referrals towards a rival brand”, Journal of Product & Brand Management, Vol. 25 No. 6, pp. 538-549.
McGoldrick, P.J. and Andre, E. (1997), “Consumer misbehavior: promiscuity or loyalty in grocery shopping”, Journal of Retailing and Consumer Services, Vol. 4 No. 2, pp. 73-81.
Moos, B. (2004), “Advertisers try to appeal to over-50 boomers”, Knight Ridder/Tribune Business News.
Moschis, G.P. (1994), “Consumer behavior in later life: multidisciplinary contributions and implications for research”, Journal of the Academy of Marketing Science, Vol. 22 No. 3, pp. 195-204.
Moskovitch, M. (1982), “A neuropsychological approach to perception and memory in normal and pathological aging”, in Craik, F.I.M. and Trehub, S. (Eds.), Aging and Cognitive Processes. Advances in the Study of Communication and Affect, Vol. 8, Springer, Boston, MA, pp. 55-78.
Nakata, C. and Sivakumar, K. (2001), “Instituting the marketing concept in a multinational setting: the role of national culture”, Journal of the Academy of Marketing Science, Vol. 29 No. 3, pp. 255-276.
Nasir, S. (2015), Customer Relationship Management Strategies in the Digital Era, IGI Global, Hershey.
Netemeyer, R.D., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J. and Wirth, F. (2004), “Developing and validating measures of facets of customer-based brand equity”, Journal of Business Research, Vol. 57 No. 2, pp. 209-224.
O’Malley, L. (1998), “Can loyalty schemes really build loyalty?”, Marketing Intelligence & Planning, Vol. 16 No. 1, pp. 47-55.
O’Neill, M. and Palmer, A. (2003), “An exploratory study of the effects of experience on consumer perceptions of the service quality construct”, Managing Service Quality: An International Journal, Vol. 13 No. 3, pp. 187-196.
Pappu, R., Quester, P.G. and Cooksey, R.W. (2005), “Consumer-based brand equity: improving the measurement - Empirical evidence”, Journal of Product & Brand Management, Vol. 14 No. 3, pp. 143-154.
Parasuraman, A. and Grewal, D. (2000), “The impact of technology on the quality-value-loyalty chain: a research agenda”, Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 168-170.
Peng, D.X. and Lai, F. (2012), “Using partial least squares in operations management research: a practical guideline and summary of past research”, Journal of Operations Management, Vol. 30 No. 6, pp. 467-480.
Ramaseshan, B. and Tsao, H.Y. (2007), “Moderating effects of the brand concept on the relationship between brand personality and perceived quality”, Journal of Brand Management, Vol. 14, pp. 458-466.
Robinson, C. (1996), “Asian culture: the marketing consequences”, Journal of the Market Research Society, Vol. 38 No. 1, pp. 55-63.
Roth, M.S. (1995), “The effects of culture and socioeconomics on the performance of global brand image strategies”, Journal of Marketing Research, Vol. 32 No. 2, pp. 163-175.
Schumacker, R.E. and Lomax, R.G. (2012), A Beginner’s Guide to Structural Equation Modeling, 3rd Edition, Taylor and Francis, London.
Singh, J.P. (1990), “Managerial culture and work-related values in India”, Organization Studies, Vol. 11 No. 1, pp. 75-101.
Sirdeshmukh, D., Singh, J. and Sabol, B. (2002), “Consumer trust, value, and loyalty in relational exchanges”, Journal of Marketing, Vol. 66 No. 1, pp. 15-37.
Sung, Y. and Kim, J. (2010), “Effects of brand personality on brand trust and brand affect”, Psychology & Marketing, Vol. 27 No. 7, pp. 639-661.
Swaminathan, V., Stilley, K. and Ahluwalia, R. (2009), “When brand personality matters: the moderating role of attachment styles”, Journal of Consumer Research, Vol. 35 No. 6, pp. 985-1002.
Triandis, H.C. (1995), Individualism and Collectivism, Westview Press, Boulder.
Tsiotsou, R.H. (2006), “The role of perceived product quality and overall satisfaction on purchase intentions”, International Journal of Consumer Studies, Vol. 30 No. 2, pp. 207-217.
Urbach, N. and Ahlemann, F. (2010), “Structural equation modeling in information systems research using partial least squares”, Journal of Information Technology Theory and Application, Vol. 11, pp. 5-40.
Van der Westhuizen, T. and Singh, T. (2018), “Mobile devices brand loyalty of youth: perceived value vs cybersecurity choices”, in Fields, Z. (Ed.), Handbook of Research on Information and Cyber Security in the Fourth Industrial Revolution, IGI-Global, Hershey, pp. 531-545.
Wakefield, K.L. and Baker, J. (1998), “Excitement at the mall: determinants and effects on shopping response”, Journal of Retailing, Vol. 74 No. 4, pp. 515-539.
Wilkes, R.E. (1992), “A structural modeling approach to the measurement and meaning of cognitive age”, Journal of Consumer Research, Vol. 19 No. 2, pp. 292-301.
Wu, W.Y., Chang, M.L., Girard, T. and Yang, B. (2007), “The role of risk attitude on online shopping: experience, customer satisfaction, and repurchase intention”, Social Behavior and Personality, Vol. 35 No. 4, pp. 453-468.
Yee, W.F. and Sidek, Y. (2009), “Influence of brand loyalty on consumer sportswear”, International Journal of Economics and Management, Vol. 2 No. 2, pp. 221-236.
Yoo, B. (2009), “Cross-national invariance of the effect of personal collectivistic orientation on brand loyalty and equity: the United States versus South Korean consumers”, Asia Pacific Journal of Marketing and Logistics, Vol. 21 No. 1, pp. 41-57.
Yoon, C. (1997), “Age differences in consumers’ processing strategies: an investigation of moderating influence”, Journal of Consumer Research, Vol. 24 No. 3, pp. 329-342.
Zeithaml, V.A. (1988), “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52 No. 3, pp. 2-22.