Empirical Research on the Impact of Brand Awareness on Brand Loyalty: The Mediating Role of Brand Image

Abstract

This study’s present purpose was to research brand awareness’s impact on brand loyalty: Brand image’s mediating role. We examined study data from 294 consumers who bought the branded motorcycle in Ho Chi Minh City, Vietnam. We proposed the study model from prior research. We used SmartPLS software to assess constructs’ reliability and validity. RStudio software was applied to test the proposed model’s hypotheses and the overall effect extent measure. The research findings described that brand awareness had a positive impact on brand image and brand loyalty. The results also disclosed that the brand image had a positive influence on brand loyalty. Additionally, the results also revealed that the brand image had a mediating role in the relationship between brand awareness and brand loyalty.