TikTok Shop brand equity and student loyalty: A study at HUTECH University of Technology
Published: August 14, 2026
Abstract
In the rapidly changing e-commerce market, strengthening customer loyalty has become an important strategic objective for online platforms. Using a qualitative approach, this study systematizes relevant theoretical foundations and synthesizes previous research to develop a model explaining how TikTok Shop brand equity affects student loyalty at HUTECH University of Technology. The proposed model comprises four dimensions: brand awareness, brand associations, perceived quality, and brand trust. Customer satisfaction is included as a mediating variable between brand equity and loyalty. The proposed framework provides a scientific basis for TikTok Shop and online sellers to formulate management policies, strengthen brand equity, improve customer satisfaction, and enhance student loyalty.
Keywords
brand equityloyaltystudentsTikTok Shop
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