This study’s purpose was to empirically research the effect of brand image and brand love on brand commitment, and positive word of mouth. We analyzed research data from 267 customers at electronics stores in Ho Chi Minh City, Vietnam. The convenient sampling method was used to collect the research sample. The measurement applied a 5-point Likert scale classifying from 1= completely disagree and 5= completely agree. Based on previous studies, the research model was recommended. The Partial Least Squares method was done to examine the measurement model and the structural model. We had estimated the reliability of the scales through Cronbach’s alpha and composite reliability. Besides, we had assessed discriminant validity through the Fornell-Larcker standard. The outcome of the study illustrated that brand image had a significantly positive influence on brand love. Besides, the results of the research declared that brand image was positively related to brand commitment. The results also revealed that brand image was positively linked to positive word of mouth. Likewise, the findings of the study disclosed that brand love had a positive impact on brand commitment and positive word of mouth. Additionally, the results of the research confirmed that brand commitment was positively linked to word of mouth.

Abstract
1. Introduction
2. Literature Review and Research Hypotheses
    2.1. Word of Mouth
    2.2. Brand Image
    2.3. Brand Love
    2.4. Brand Commitment
3. Research Methodology
    3.1. Measures
    3.2. Sample and Data Collection
    3.3. Analytical Method
4. Results and Discussion
    4.1. Results
    4.2. Discussion
5. Conclusions and Limitations
References

• Tri Cuong DAM(Faculty of Business Administration, Industrial University of Ho Chi Minh City, Vietnam) Corresponding Author