The impact of brand personality in tablet user's loyalty: A case study in Ho Chi Minh City
Abstract
This study was conducted to identify the relationship between brand personality and brand loyalty that are using tablet in HCMC. Besides that, it also examines the impact
of the 2 factors (brand distinctiveness and self- expression value) on attractiveness of brand personality. As a result, the empirical information found in this dissertation provides a general view about deeply influenced together between factors above HCMC tablet market.
Based on the results of the path analysis exploring the direct and indirect effects of four independent and one dependent variables on user's loyalty, this study argues that
in order to achieve high brand loyalty, must have good promotion of your brand to create a close link between the customer and the brand, besides must change the models, features, create multiple product lines to suit each age period and income, while ensuring the quality as well as compatibility with the amount that consumers spent.
In conclusion, from the experience in the process of conducting research, pointed out the limitations of this study and provided useful recommendations for further thesis. And according to the research results, this study made a number of recommendations
for organizations and companies to adjust and improve the satisfaction level of the
customers are using the tablet and the potential customers.