Factors affecting customers' brand loyalty for highlands coffee chain of coffee shop chain in Dong Nai

Abstract: The research aims to determine the level of influence of factors on loyalty to the Highlands Coffee coffee shop chain brand in Dong Nai. Partial least squares structure (PLS-SEM) was used to analyze primary survey data from 247 customers who used coffee at the shop chains. The analysis results show that Advertising Spending, Attitude towards Advertising, Monetary Promotions and Non-Monetary Promotions play a major role in influencing Brand Recognition. In addition, Brand Recognition also affects Brand Love and Brand Loyalty. Based on the research results, the authors propose some implications for loyalty management with the Highlands Coffee chain brand in Dong Nai.

Keywords: marketing communications, brand identity, brand loyalty, Highlands Coffee

Authors: Ngo Thi Phuong Vi, Le Vu Ha, Bui Van Trinh (2024)

Economy & Forecast Review, ISSN: 1859 - 4972 No. 06/2024, pp 47 – 50