Impacts of the brand equity on the brand loyalty of individual customers in the banking sector: Case study of the BIDV - Quy Nhon Branch

Lê Dzu Nhật; Phan Minh Tuấn

Issue: Số 5 - Tháng 3 - 2023 Quản trị - Quản lý

Impacts of the brand equity on the brand loyalty of individual customers in the banking sector: Case study of the BIDV - Quy Nhon Branch

Published: July 22, 2026

Abstract

This study explores the impact of brand equity on the brand loyalty of individual customers at the Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV) - Quy Nhon Branch. The study’s linear structural model (SEM) analysis shows that (1) Brand association, (2) Perceived quality and (3) Brand trust factors all have positive impacts on the brand loyalty of individual customers through the brand satisfaction factor. In addition, the brand trust factor has a strong and direct impact on the brand loyalty factor. This study’s results are expected to help marketing managers in the banking sector gain important practical implications to increase the brand equity and enhance the brand loyalty of individual customers.

Keywords

brand equity brand satisfaction brand loyalty bank the Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV) - Quy Nhon Branch

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