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 analyses the role of online satisfaction (e-satisfaction) as a mediator in the relationship between website brand equity, online brand experience (e-brand experience) and online loyalty (e-loyalty) in the context of shopping online in Vietnam. The data for this study were gathered through mail questionnaires which were distributed to target participants who reported their consumption experience with shopping online through website. The survey was conducted at three big cities of Vietnam with the sample size at 928. We used structural equation model (SEM) to evaluate the suitability of the theoretical model under analysis with respect to the empirical data, and examined the significance of the hypotheses. The results showed that the estimations of the standardized regression coefficients in which e-brand experience has the largest impact on e-satisfaction and brand awareness has the biggest effect on e-loyalty. Otherwise, e-satisfaction plays a key role in mediating between website brand equity, e-brand experience and e-loyalty.