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Influencing brand love to brand loyalty: A case study of Phu Quoc fish sauce

The study aims to analyze the impact of brand love on brand loyalty of Phu Quoc fish sauce – a famous traditional brand of Vietnam that has been accepted by the European Union for the protection of geographical indications. Brand love is proxied by two exogenous variables of hedonic products and self-expressive brands. Brand love, including a passion for the brand, attachment to the brand, positive evaluation of the brand, positive emotions in response to the brand, and declarations of love for the brand is the basis to create customer loyalty for the brand. Research data were collected from a survey on 418 customers using Phu Quoc fish sauce in Ho Chi Minh City and tested using Cronbach's alpha coefficient, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) whereas hypotheses were tested through Structural Equation Model (SEM). The results showed that brand love has a direct impact on brand loyalty. Both hedonic products and self-expressive brands exert a positive influence on brand love. The effect of the hedonic products on brand loyalty is accepted, while the self-expressive brand on brand loyalty is rejected.