Browsing by Subject "Brand awareness"
Results Per Page
Sort Options
-
ItemExploring relationship among brand innovativeness, brand knowledge and brand Loyalty: a case study of Huawei smartphone( 2018) Zhiyuan, Yu ; Chittipa NgamkroeckjotiThis study explores an impact of brand knowledge and brand innovativeness on brand loyalty. It is a case study of Chinese who has currently used Huawei smartphone in any series. The study applied explanatory and exploratory mixed method sequential designed by Creswell (2009). Both pilot study with two rounds of interview and literature reviews has produced the proposed conceptual model paralleled with questionnaire designated. Multiple Linear Regression (MLR) technique to measure two relationships amongst brand knowledge, brand innovativeness, and brand loyalty. Statistical Analysis System (SAS) has been applied. One hundred percent from 136 sets of questionnaires were distributed via Wenjuanxing in China (online survey) during mid-September to mid-October, 2018. As a result of quantitative analysis, MLR shows that brand innovativeness has the greatest significant relationships with brand loyalty while there is no significant relationships between brand knowledge and brand loyalty. This study will greatly updated researchers and practitioners understand the complex relationships between brand innovativeness, brand knowledge, and brand loyalty towards Huawei smartphone in China.
-
ItemFactors affecting customer loyalty: a case of Kunming Mingzhu environmental protection technology co, LtdThis study employs mixed-method research aiming to study the factors affecting customer loyalty of Kunming Mingzhu Environmental Protection Technology Co., Ltd. The research location is Kunming Mingzhu Environmental Protection Technology Co., Ltd. in Yunnan, China. The population is 100 and the sample size is 80. The research instruments include the questionnaire for the quantitative research method and the interview for the qualitative method. The data analysis treatment comprises of multiple linear regression for quantitative analysis and content analysis was used for qualitative analysis. The results show that service quality, product quality, brand image and brand awareness have a significant impact on customer satisfaction, and customer satisfaction has a significant impact on customer loyalty. Therefore, the enterprise must pay attention to these factors and strengthen their own service quality, product quality, brand image and brand awareness to improve customer satisfaction and customer loyalty.
-
ItemFactors influencing Bangkok people purchase intention towards Tesco Lotus house brand productsThis study aimed to determine factors influencing Bangkok people purchase intention towards Tesco house brand products. The study was a quantitative research using Cronbach’s Alpha, Descriptive and Inferential Statistics to determine the reliability of questionnaire analyze demographics information and test hypotheses, respectively. There were 412 questionnaires distributed to samples who live in Bangkok and never been bought Tesco Lotus house brand products Purposive sampling, quota sampling and convenience sampling were employed in this study. The findings presented that there were three variables that had a significant effect on purchase intention which were price, trust and perceived value. However, there were no influence of product, store brand image, and brand awareness toward purchase intention. Moreover, there is no significant mean difference in purchase intention regarding Tesco Lotus house brand among Bangkok people with different monthly income levels.
-
ItemFactors influencing purchase intention towards a retail clothing companyThis research aims to investigate the factors affecting purchase intention towards retail clothing store . Four independent variables were selected in this research; perceived service quality, perceived value for money, brand awareness, and celebrity/brand congruencies. To measure the construct of the research instrument, a survey questionnaire was administered and data were collected from sample of 400 respondents who were customers of a retail clothing company, utilizing convenience sampling techniques. The significance and relationships of perceived service quality, perceived value for money, brand awareness, and celebrity/brand congruencies on purchase intention were tested and analyzed using the MLR. The result showed that all independent variables are positive predictors of purchase intention towards a retail clothing company. This result provided important managerial implications to retail’s management to focus on brand awareness to enhance customers’ purchase intention and profitability. Further investigation of the factors contributing to purchase intention such as sale promotion is highly suggested for future studies. Keywords: perceived.
-
ItemAn integrated model of influence of perceived quality, perceived value, brand association, brand awareness and brand uniqueness on brand loyalty towards a luxury brand in Bangkok, ThailandUnder today's increasingly competitive business environment, maintaining customers' brand loyalty remains a significant factor. To be successful in any business sector, companies should understand the customers' needs and create strong brands to attract a long-term business. The primary purpose of this study is to investigate the factors affecting brand loyalty towards the top luxury brand in Bangkok, Thailand. The researchers collected data from 400 consumers in front of the main gate of four shopping malls, including both Thai males and females in Bangkok. The individuals whom we conducted all had experienced purchasing luxury products by using five-point Likert scale survey questionnaires. The non-probability was applied to collect the data from the sampling units by using judgment, quota, and convenience sampling techniques. The descriptive, interferential, and linear regression analysis was used to test all hypotheses. Based on the result of this study, the researchers found that brand awareness has a significant influence on perceived quality and brand association. Additionally, brand loyalty is significantly influenced by perceived value, brand uniqueness, perceived quality, brand awareness, and brand association, respectively.
-
Item
-
Item
-
Item
-
ItemA study on Myanmar tourists’ loyalty based on Thailand as a destination brand( 2016-06) Lun, Nang ; Batra, AdarshThis study aims to investigate Myanmar tourists’ loyalty toward Thailand as a destination brand by testing the relationships of brand loyalty with brand awareness, brand image, brand quality, and brand value. This study is based on non-probability convenience and judgment sampling with 384 respondents of Myanmar tourists who have visited Thailand during October and November 2015. The questionnaires were distributed at the air ticket check-in areas of Suvarnabhumi and Don Mueng International airports in Bangkok. The data were analyzed by descriptive and inferential analyses. The Pearson’s correlation was used to achieve favorable hypotheses testing. The findings of the hypotheses indicated that there is a moderate positively significant relationship between brand awareness and brand loyalty. It was showed that the majority of Myanmar tourists have awareness of Thailand as a destination since most of them know/ hear about Thailand before visiting. Additionally, there is a strong positively significant relationship between brand image and brand loyalty, brand quality and brand loyalty, and brand value and brand loyalty. In Myanmar respondents’ point of view, they have a positive image of Thailand as a destination brand. Also they believed that Thailand has high level of brand quality as majority of them expressed Thailand was the best destination choice for visiting. Besides, they believed Thailand provides value for money. Finally, it was also found that the most influent information source besides friends and family was social media (e.g. facebook) and followed by TV, movie, travel agents, and Youtube. Additionally, this research would help tourism related organizations such as national tourism organizations, tour operators and travel agents, hotels to be more understanding about the loyalty of Myanmar tourists toward Thailand as a destination brand.
-
Item
-
ItemA study on purchase intention of a Thai automobile repair centerWith the continued growth of automobile sales in Thailand, the automobile repair industry has been intensified. The aim of this research is to study the factors that have impact on customer purchase intention of P automobile repair center in order to maintain more customers and generating better revenues. The variables included in the proposed framework were purchase intention (dependent variable) and brand awareness, convenience, perceived quality, and word of mouth (independent variable). In this current research, a quantitative approach using survey questionnaire was adopted. 180 respondents’ data were collected by convenience sampling method. The multiple linear regression was applied to examine statistical influence of independent variables on dependent variable. The findings indicated that brand awareness and perceived quality had impact on customers’ purchase intention while convenience and word of mouth had no impact. Moreover, a few practical recommendations were discussed for the management team to consider for purchase intention improvement.