Abstract

Building a quality relationship between the brand and consumers is necessary for an enterprise to exist and develop [11]. As a result, brand relationship quality attracts a great deal of interest from researchers. Many studies have been conducted on the nature and aspects of brand relationship quality. However, limited research has investigated the nature of brand - consumer relationship quality in B2C market, especially the nexus between brand equity and brand relationship quality. Furthermore, most of them are conducted in foreign countries. This study examines the nature of brand - consumer relationship quality and consider the nexus between components of brand equity and brand relationship quality in the Vietnam’s consumer market, Structural Equation Modeling (SEEM) was employed, using data from a survey on 600 consumers. The results indicate that brand image and brand attractiveness have a positive effect on relationship quality and brand loyalty is a result variable of brand relationship quality.