Các nhân tố ảnh hưởng tới lòng trung thành thương hiệu và truyền miệng tích cực của khách hàng đối với thương hiệu nước mắm Phú Quốc: Vai trò trung gian của tình yêu thương hiệu

Nguyễn Văn Thụy *

* Tác giả liên hệ (thuynv@buh.edu.vn)

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Ngày nhận bài: 15-07-2019
Ngày nhận bài sửa: 05-10-2019
Ngày duyệt đăng: 26-12-2019
Ngày xuất bản: 25-12-2019
Title: Factors affecting brand loyalty and positive word of mouth towards Phu Quoc fish sauce brand: The intermediary role of brand love
DOI: 10.22144/ctu.jvn.2019.175
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Trích dẫn
Thụy, N. V. (2019). Các nhân tố ảnh hưởng tới lòng trung thành thương hiệu và truyền miệng tích cực của khách hàng đối với thương hiệu nước mắm Phú Quốc: Vai trò trung gian của tình yêu thương hiệu. Tạp chí Khoa học Đại học cần Thơ, 55(6), 119-130. https://doi.org/10.22144/ctu.jvn.2019.175
Số báo
Tập. 55 Số. 6 (2019)
Chuyên mục
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Abstract

The study was aimed to explore and analyze the mediating role of brand love for Phu Quoc fish sauce brand - Vietnam. Research data were collected from 418 customers using Phu Quoc fish sauce in Ho Chi Minh City. The scales were assessed by Cronbach's Alpha coefficient, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and the hypotheses were tested through Structural Equation Model (SEM). The results showed that both hedonic product and brand self-expression are positively affecting brand love and brand love impacted on word of mouth more strongly than brand loyalty.
Keywords: Brand love, brand loyalty, Phu Quoc fish sauce, word of mouth

Tóm tắt

Nghiên cứu nhằm khám phá và phân tích vai trò trung gian của tình yêu thương hiệu của khách hàng đối với thương hiệu nước mắm Phú Quốc – Việt Nam. Dữ liệu nghiên cứu được thu thập từ 418 khách hàng đang sử dụng nước mắm Phú Quốc tại thành phố Hồ Chí Minh. Phương pháp phân tích được sử dụng nhằm kiểm định các giả thuyết thông qua kiểm định độ tin cậy của thang đo (Cronbach’s Alpha), phân tích nhân tố khám phá (EFA), phân tích nhân tố khẳng định (CFA) và kiểm định mô hình cấu trúc tuyến tính (SEM). Kết quả nghiên cứu cho thấy cả hai yếu tố là sản phẩm hưởng thụ và thương hiệu tự thể hiện đều ảnh hưởng tích cực đến tình yêu thương hiệu và tình yêu thương hiệu có ảnh hưởng đến truyền miệng tích cực mạnh hơn so với trung thành thương hiệu.
Từ khóa: Nước mắm Phú Quốc, truyền miệng tích cực, trung thành thương hiệu, tình yêu thương hiệu

Article Details

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