The Impact of Customer Satisfaction, Brand Image on Brand Love and Brand Loyalty

Dam Tri Cuong

The purpose of the research was to empirical research on the impact of customer satisfaction, brand image on brand love, and brand loyaltyat fast-food restaurants in Vietnam. We examined study data from 272 clients at fast-food restaurants in Ho Chi Minh City, Vietnam. The research model was recommended from previous researches. PLS - Partial Least Squares method was employed to analyze the measurement model and the structural model. The findings of the study disclosed that customer satisfaction had a positive effect on brand loyalty and brand love. The findings also stated that brand image had a positive influence on customer satisfaction. Moreover, the results of the research also demonstrated that brand image had a positive impact on brand love and brand loyalty

Volume 12 | Issue 6

Pages: 3151-3159

DOI: 10.5373/JARDCS/V12I6/S20201280