The Effect of Television Commercials on Customers’ Loyalty — A Mediation Analysis of Brand Awareness

Abstract

 Abstract—The main objective of this study was to investigate the effects of television commercials (TVCs) on customers' loyalty through brand awareness in Ho Chi Minh City, Viet Nam. Quantitative approach was applied with structured questionnaires conveniently and directly to 300 customers of milk industry. Several statistical techniques were used such as factor analysis, multiple regressions, and path analysis. This study found that factors of TVCs including music, trust, humor, interest, advertising message, repetition, and length were positively associated with brand awareness and customers' loyalty. The empirical results showed that customers' loyalty was significantly and directly affected by trust, interest, brand recall, and brand recognition. In addition, customers' loyalty was indirectly affected by the factors of repetition, humor, advertising, message, and trust. It was recommended that advertising managers should improve these factors when they decide to advertise theirproducts or services on television to induce customers' brand awareness as well as brand loyalty.