The purpose of this paper is to empirically explore the effects of brand dimensions, including brand image, brand value, brand impact, and brand satisfaction, on the brand loyalty of purchasers in an emerging country, Vietnam. The data were collected using paperbased surveys with a collected total of 310 responses from participants who had purchased traditional confectionery products. Structural Equation Modelling (SEM) was used to fully test the proposed hypotheses. The main findings reveal that brand image, brand impact, and brand satisfaction are important drivers of customers' brand loyalty. Among these brand dimensions, brand image is found to have the strongest effect on brand loyalty, while brand value had no impact on brand loyalty. Based on the findings, theoretical and practical implications are suggested for stakeholders, marketers, producers, and policymakers to build customer brand loyalty toward traditional confectioneries. Further research directions are also presented in this study.

中文翻译：

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在新兴市场中探索对传统糖果的品牌忠诚度

本文的目的是从经验上探索品牌规模（包括品牌形象，品牌价值，品牌影响力和品牌满意度）对新兴国家越南的购买者的品牌忠诚度的影响。使用纸质调查收集数据，从购买传统糖果产品的参与者那里收集到的总计310份答复。使用结构方程模型（SEM）来全面检验所提出的假设。主要发现表明，品牌形象，品牌影响力和品牌满意度是客户品牌忠诚度的重要驱动力。在这些品牌维度中，发现品牌形象对品牌忠诚度的影响最大，而品牌价值对品牌忠诚度没有影响。根据调查结果，建议对利益相关者，营销人员，生产商和决策者，以建立客户对传统糖果的品牌忠诚度。这项研究还提出了进一步的研究方向。