The impact of digital marketing on brand Image and brand Loyalty: A case study of Vietnam Airlines
Published: July 24, 2026
Abstract
This study analyzes the impact of digital marketing on brand image and brand loyalty at Vietnam Airlines (VNA). The study’s sample consists of 250 people who used VNA’s services at least once in the past 12 months. The study finds that four factors of digital marketing, including websites, online advertising, social media marketing, and e-word-of-mouth, have positive impacts on brand image and brand loyalty. This study is expected to have important implications for the brand management of airlines.
Keywords
digital marketingbrand imagebrand loyaltysocial media marketinge-Word of Mouth
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