Issue #1 (Volume 22 2026)

Type of the article: Research Article

Abstract
The aim of this study is to examine the impact of rebranding, which includes three key activities: repositioning, redesign, and relaunching on the four fundamental pillars of brand equity: brand awareness, perceived quality, brand associations, and brand loyalty. The study focuses on three typical Vietnamese companies that rebranded in the past 5 years in different business sectors, including Vinamilk, Viettel and Highland Coffee, with a sample size of 528 consumers aged 16 to 55 who are customers of these businesses. The results reveal that rebranding has a significant positive effect on brand awareness, perceived quality, and brand association, with brand association being the most responsive factor, reflecting consumers’ strong emotional and symbolic reactions to brand changes. Brand awareness and perceived quality significantly mediate the relationship between rebranding and brand loyalty, highlighting their crucial roles in strengthening long-term customer relationships. In contrast, brand association does not exhibit a significant mediating effect, suggesting that emotional and symbolic associations may require more time to influence loyalty. ANOVA results show clear perceptual differences across the three brands: Highland Coffee scores highest in awareness, quality, and associations, followed by Vinamilk, while Viettel ranks lowest. However, brand loyalty remains relatively stable across all three firms, indicating its enduring nature and resistance to short-term branding changes. This study enhances theoretical understanding of how rebranding drives brand equity in emerging markets and offers practical implications for managers aiming to sustain competitive advantage through strategic brand transformation.

Acknowledgment
This research has been done under the research project QG.25.95 “A study on the impact of rebranding on the brand equity of businesses in Vietnam in the digital transformation context” of Vietnam National University, Hanoi.

Type of the article: Research Article

Abstract
Spiritual care has gained increasing relevance as an essential component of holistic healthcare, particularly within Islamic hospitals where religious values guide patient expectations and service experiences. This study aims to examine the influence of consumer trust, satisfaction, and service quality on the implementation of Integrated Islamic Spiritual Care (IISC), as well as to assess the mediating role of IISC in shaping consumer loyalty. A quantitative approach was employed, and data were collected through online and offline surveys, resulting in 265 valid patient responses from several Islamic hospitals in Indonesia. Structural Equation Modeling using the Partial Least Squares method was applied to evaluate the proposed relationships. The findings indicate that consumer trust (β = 0.330, p < 0.05), consumer satisfaction (β = 0.255, p < 0.05), and service quality (β = 0.366, p < 0.05) significantly contribute to the implementation of IISC. In turn, IISC exerts a substantial positive effect on consumer loyalty (β = 0.595, p = 0.000). The analysis of direct effects further reveals that only service quality has a significant impact on consumer loyalty (β = 0.703, p = 0.000), while the effects of trust and satisfaction are positive but not statistically significant (p > 0.05). Mediation testing confirms that IISC significantly mediates the effects of trust, satisfaction, and service quality on loyalty. These results demonstrate the strategic importance of spiritually integrated services in enhancing patient loyalty within Islamic hospital management.

Type of the article: Research Article

Abstract
As influencer marketing intensifies within the hyper-competitive personal care industry, selecting the optimal brand endorser ranging from high-profile celebrities to niche social media influencers has become a critical strategy for fostering sustainable consumer loyalty. Grounded in the Source Credibility Model and Match-Up Hypothesis, this study empirically investigates the impact of four key endorser attributes (attractiveness, trustworthiness, popularity, and brand-endorser congruency) on brand advocacy, while examining the mediating mechanism of customer experience. Primary data were collected from April to June 2025 through a mixed-mode survey targeting consumers in Hanoi and Ho Chi Minh City who had recently purchased endorsed personal care products. Using a convenience sampling method across major shopping centers and relevant online beauty communities, the study analyzed 231 valid responses via Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that brand-endorser congruency exerts a direct positive influence on brand advocacy (β = 0.284, p < 0.01). Conversely, attractiveness (β = 0.198, p < 0.01), trustworthiness (β = 0.224, p < 0.001), and popularity (β = 0.173, p < 0.05) impact advocacy solely through the mediation of customer experience. The structural model demonstrates substantial explanatory power, accounting for 61.2% of the variance in brand advocacy. These findings imply that in the Vietnamese market, the strategic alignment between the endorser’s persona and the brand’s image is more decisive for advocacy than fame or physical appeal alone, underscoring the necessity of creating meaningful customer experiences over superficial endorsements to transform passive followers into active brand advocates.