DETERMINANTS COMPONENTS OF BRAND RELATIONSHIP QUALITY AND ITS INFLUENCE ON BRAND LOYALTY

This study examines the components of brand relationship and its effect on brand loyalty in automobile market in Vietnam. A sample of 600 consumers was surveyed to test the model. Structural equation modeling (SEM) was used to analyze the data. The research result confirms that brand relationship quality consists of six components: passion, trust, commitment, satisfaction, intimacy and interdependence. Besides, the result also indicates that relationship quality is an antecedence variable which plays a positive role in building brand loyalty.