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Abstract
An Analysis of Brand Personality on Brand Loyalty in Frozen Seafood Supermarkets in Ho Chi Minh City
Nguyen, Thi Thanh Thuy and Quang Thanh
This investigation on frozen seafood brand’s personality helps to understand how different variables influence brand loyalty. The research results will contribute to the theory of brand loyalty through understanding the meaning of the factors of brand personality that affect consumer loyalty to the brand. A final sample of 397 observations in Ho Chi Minh City was established. Reliability tests and Exploratory Factor Analysis suggest a model established the impact of brand personality on brand loyalty, basing on five factors of Utility, Creditability, Excitement, Competency, and Sophistication. Regression analysis provides that that Utility, Creditability, Excitement, Competency all have significant impact on brand loyalty. The study offers recommendations to managers of seafood companies, to policy makers in the fields related to seafood sector, to administrators at various level in Ho Chi Minh City, and to customers at supermarkets in Ho Chi Minh City.