Measuring the customers’ brand loyalty towards fertilizers of An Giang Agrochemical Co, LTD
1 FPT Executive MBA Program, FPT University, Vietnam.
2 School of Economics, Can Tho University, Vietnam.
Research Article
World Journal of Advanced Research and Reviews, 2022, 13(01), 811–817
Article DOI: 10.30574/wjarr.2022.13.1.0063
Publication history:
Received on 14 December 2021; revised on 19 January 2022; accepted on 21 January 2022
Abstract:
The study aims to determine the factors affecting the brand loyalty of customers to fertilizers of An Giang Agrochemical Co, Ltd (AGAC). The authors collected data from 190 customers who are using the fertilizer of AGAC. The study applies exploratory factor analysis and multivariable linear regression for analyses. The study has pointed out five factors positively impacting the brand loyalty towards fertilizer AGAC include product origin, brand, perceived price, product quality, and brand association. In which, the perceived price has the most influence on customer brand loyalty of customers to the fertilizer of AGAC.
Keywords:
Brand loyalty; Customer; Fertilizer, An Giang Agrochemical Co, LTD
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