Exploring Brand Loyalty in Online Shopping: The Mediating Impact of Customer Satisfaction and Brand Trust in the Context of Vietnam's Household Appliances Market

In today's rapidly evolving e-commerce environment, where online shopping has become integral to consumer behavior, understanding the factors influencing brand loyalty is crucial for businesses aiming to succeed in the digital market. This research seeks to explore the determinants of brand loyalty among consumers in Vietnam, particularly in the context of household appliance brands. Furthermore, the study aims to shed light on the mediating effects of brand trust and customer satisfaction on brand loyalty. The insights gained will be instrumental in formulating effective brand strategies, enhancing customer loyalty, and expanding market share for home appliance brands. A mixed-method approach, combining quantitative and qualitative techniques, will be employed. Primary data will be collected through a structured questionnaire survey, with analysis carried out using SPSS 26 and Smart PLS 4. The findings reveal that brand trust, identification, awareness, image, and customer satisfaction significantly impact brand loyalty. These insights highlight the necessity of leveraging the study’s results to refine brand management and marketing strategies. Keywords: Brand loyalty, brand trust, online shopping, customer satisfaction, home appliance brands.