Vietnamese Culture in the Fashion Industry: The Case of TiredCity and BARO

The international fashion industry has undergone significant development over the years, in response to the change in consumer preferences, technological advancements, globalization, and socio-cultural shifts. Vietnamese fashion has been steadily gaining recognition and prominence in the global fashion industry with cultural identity and unique aesthetics. The combination of traditional elements with modern influences has resulted in a unique and distinct style that is gaining recognition in both domestic and international markets. The influence of Vietnamese culture in the fashion industry is reflected in many aspects such as design, material, and products. The case studies of two distinct brands TiredCity and BARO explore the incorporation of Vietnamese culture in the fashion industry. Both brands aim to celebrate and promote the rich heritage of Vietnamese culture while presenting it in a contemporary and fashion-forward manner. By celebrating Vietnamese culture through their fashion products, TiredCity and BARO not only appeal to the local market but also attract international customers. This integration of cultural elements helps foster cross-cultural understanding and appreciation, contributing to cultural diversity and the development of the Vietnamese fashion industry

The impact of brand relationship and perceived quality on brand loyalty in the emerging market context of Vietnam

Brand loyalty is critical to business and marketing strategy as it provides competitive advantages for companies. With marketing shifting its emphasis from marketing mix to relationships, research on brand loyalty has focused on approaches to build consumer–brand relationships that are conducive to fostering brand loyalty. However, as consumer–brand relationships are complex and research into this phenomenon proliferates, the task of building and managing brand relationships for marketers is challenging. Little attention has been paid to consumer–brand relationships in emerging markets. Given its enormous market opportunities and intensified competition, Vietnam presents an opportunity for research on consumer–brand relationships that will provide marketers with insights into developing effective relationship-building strategies aiming at fostering brand loyalty. The purpose of this research therefore is to examine empirically the relevance of various dimensions of brand relationship in the context of an emerging market. Based on a review of related literature, a theoretical model was developed to examine the impact of brand identification, brand trust, brand relationship quality, and perceived quality on brand loyalty. This research employed both qualitative and quantitative methods, with the latter being the dominant approach. The qualitative stage used in-depth interviews to determine the relevance of existing constructs in the theoretical model in the context of Vietnam. A mall-intercept survey was conducted in the two largest cities in Vietnam, with 400 consumers who gave responses to the constructs’ measurement scales in relation to clothing brands bought in the last six months. The measurement scales used in the survey were assessed and refined, and then the theoretical model and hypotheses were tested. The results indicated that brand trust and brand relationship quality are the two important antecedents of brand loyalty, with brand trust showing the largest effect. In addition, the effect of brand identification on brand loyalty was mediated mostly by brand trust or by brand relationship quality. The results also showed that the effect of perceived quality on brand loyalty was mostly mediated by brand trust. The findings emphasised the importance of brand identification and perceived quality in brand loyalty. The mean scores obtained from descriptive statistics also suggested that for clothing products, Vietnamese consumers are not very emotionally attached to their brands. The current research contributes to the literature on consumer–brand relationships and emerging markets with empirical evidence from Vietnam. The results have practical implications for marketers in Vietnam, suggesting that they should focus not only on standard marketing mix strategies to enhance positive perceptions of a brand, but also on building strong consumer–brand relationships. It is suggested that the interpretation of the results should take into account limitations in terms of the design and setting of this research. More research is required to address the limitations of this research as well as to extend the body of literature by considering longitudinal designs and replicating the tests in different categories of consumer product and service as well as in different emerging and transitional markets

The impact of brand relationship and perceived quality on brand loyalty in the emerging market context of Vietnam

Brand loyalty is critical to business and marketing strategy as it provides competitive advantages for companies. With marketing shifting its emphasis from marketing mix to relationships, research on brand loyalty has focused on approaches to build consumer–brand relationships that are conducive to fostering brand loyalty. However, as consumer–brand relationships are complex and research into this phenomenon proliferates, the task of building and managing brand relationships for marketers is challenging. Little attention has been paid to consumer–brand relationships in emerging markets. Given its enormous market opportunities and intensified competition, Vietnam presents an opportunity for research on consumer–brand relationships that will provide marketers with insights into developing effective relationship-building strategies aiming at fostering brand loyalty. The purpose of this research therefore is to examine empirically the relevance of various dimensions of brand relationship in the context of an emerging market. Based on a review of related literature, a theoretical model was developed to examine the impact of brand identification, brand trust, brand relationship quality, and perceived quality on brand loyalty. This research employed both qualitative and quantitative methods, with the latter being the dominant approach. The qualitative stage used in-depth interviews to determine the relevance of existing constructs in the theoretical model in the context of Vietnam. A mall-intercept survey was conducted in the two largest cities in Vietnam, with 400 consumers who gave responses to the constructs’ measurement scales in relation to clothing brands bought in the last six months. The measurement scales used in the survey were assessed and refined, and then the theoretical model and hypotheses were tested. The results indicated that brand trust and brand relationship quality are the two important antecedents of brand loyalty, with brand trust showing the largest effect. In addition, the effect of brand identification on brand loyalty was mediated mostly by brand trust or by brand relationship quality. The results also showed that the effect of perceived quality on brand loyalty was mostly mediated by brand trust. The findings emphasised the importance of brand identification and perceived quality in brand loyalty. The mean scores obtained from descriptive statistics also suggested that for clothing products, Vietnamese consumers are not very emotionally attached to their brands. The current research contributes to the literature on consumer–brand relationships and emerging markets with empirical evidence from Vietnam. The results have practical implications for marketers in Vietnam, suggesting that they should focus not only on standard marketing mix strategies to enhance positive perceptions of a brand, but also on building strong consumer–brand relationships. It is suggested that the interpretation of the results should take into account limitations in terms of the design and setting of this research. More research is required to address the limitations of this research as well as to extend the body of literature by considering longitudinal designs and replicating the tests in different categories of consumer product and service as well as in different emerging and transitional markets

Standardization versus Adaptation Strategy in International Marketing Mix - The case of KFC in Vietnamese market

Nowadays in global business environment, it is essential for multinational companies to choose suita-ble marketing strategies in order to adjust to local characteristics of the foreign markets. The purpose of this study is to examine the choice of standardization and adaptation strategies in the marketing mix implemented by KFC fast food in Vietnamese market, it also integrates consumers’ perception towards the case company’s marketing mix implementation. The study focuses on investigating main elements of the marketing mix, they are product, price, place/distribution and promotion. Vietnamese market was selected thanks to its potentials for business expansion and its cultural differences in comparison with western markets. Additionally, KFC chain was chosen as an intensive case study since it was the first fast food brand to enter Vietnamese market and is now the leading brand in fast food segment, the brand is also well-recognized for its unique offerings based on local responsiveness in each oversea market. The theoretical framework of this thesis was constructed based on the literature of standardization and adaptation strategy, the marketing mix and the influences of culture on international marketing. In addition, the main sources of data were collected through secondary data, focus group interview, and the researcher’s own observation The research findings were in line with the theoretical framework by proving that the choice between standardization and adaptation is not a polarized one, marketers should find a mean to balance their global strategy and local adaptation in accordance with environ-mental factors, cultural differences and consumer behaviors across markets. Accordingly, KFC has made significant adjustment to each element of its marketing mix in Vietnamese market while main-taining its signature cooking methods and western dining customs. However, the main findings reveal that the degree of localization in KFC’s marketing mix has exceeded that of standardization due to the big differences in culture and consumers’ preference between the home market and the foreign mar-ket, especially in fast food sector. This research contributes some insights towards the discussion of standardization and adaptation strategies in cross-cultural setting. Also, the case of KFC fast food in Vietnam provides valuable sug-gestions for multinational companies to expand business and achieve their strategic plans in Vietnam-ese marke