In the hypercompetitive B2B market, branding strategy becomes a competitive advantage to sustain the business. Two common forms of brand evaluations are an evaluation by either the cognitive or affective aspect, and this paper focuses on the affective aspect, which concerns emotional factors. The paper analyzes two drivers corresponding to satisfaction - the brand association, reflected by brand image, and social bonds - and how strongly these both drivers influence satisfaction; hence sellers can anticipate future actions in order to keep business going. The finding confirms that the brand image has a stronger influence on satisfaction than social bonds; furthermore, customer satisfaction leads to brand loyalty.

The purpose of this paper is to examine the relationship between two main dimensions, Brand Association and Customer Loyalty. Besides, the research is also conducted to test other relevant networks of Brand Awareness, Brand Equity and Customers’ Willing To Pay. A survey of which questionnaires using Likert Scale to online retailers’ customers in the North, Central, and the South (8 largest cities in Vietnam) was conducted to collect the data including 380 personally responded answers. Scale Test, Exploratory Factor Analysis, Confirmatory Factor Analysis and Structural Equation Modeling were used to prove concrete relationships amongst variances, understand factors, analyze the Goodness of Fit of the Measurement model and bring about regression weights, respectively. The results authenticated that Brand Association and Brand Awareness produce remarkable effects on Customer Loyalty. Brand Association holds a cardinal importance to Customers’ Willing To Pay. Not only can the findings be of substance for academic purpose but also they make a great contribution to the development of companies of which Customer’s Loyalty is the lynch pin.

This paper presents an empirical investigation to study the effects of ten factors on brand equity. The study provides an assessment using a brand equity model for fast moving consumer goods in cosmetic and hygiene industry. The study has accomplished among people who purchase goods in six major cities of Iran based on an adapted questionnaire originally developed by Aaker (1992a) [Aaker, D. A. (1992a). The value of brand equity. Journal of Business Strategy, 13(4), 27-32.]. Cronbach alpha has been calculated as 0.88, which is well above the minimum acceptable level of 0.7. In addition, Kaiser-Meyer-Olkin Measure of Sampling adequacy and Bartlett & apos; s test of Sphericity approximation Chi-Square are 0.878, 276628 with Sig. = 0.000, respectively. The proposed study of this paper uses structural equation modeling to test different hypotheses of the survey. The Root Mean Square Error of Approximation (RMSEA), Comparative Fit Index (CFI) and Chi-Square/df are 0.067, 0.840 and 4.244 and they are within desirable levels. While the effects of seven factors on brand equity have been confirmed. However, the survey does not confirm the effects of perceived value, advertisement effectiveness and advertisement to brand on brand equity. In our survey, brand loyalty maintains the highest positive impact followed by having updated brand, trust to brand, perceived quality to brand, brand awareness, intensity of supply and perception to brand.