Browsing by Subject "Brand loyalty"
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ItemDeterminant factors of purchase intention of luxury handbags: a case study of top three brands in BangkokThe objective of this study is to understand and identify the factors influencing the purchase intention of top three brands of luxury handbags in Bangkok. The variableswere social value, perceived luxury value, eWOM, trust, brand loyaltyand purchase intention. This study employed quantitative research methodology by using a survey questionnaire to collect data from 150respondents who had purchased or planned to purchase a luxury handbagin Bangkok through either online or offline channels. The descriptive and inferential analyses for this study employed frequency, percentage, mean, standard deviation, and Linear Regression. The study found that social value, perceived luxury value, eWOM, and brand loyalty factorshave significant influences on purchase intention ofluxury handbagsin Bangkok. Trust is the variable that has nosignificant influence on the purchase intention.
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ItemDeterminant factors towards brand loyalty: a case study of Apple’s iPhone among Bangkok’s university students( 2018) Jaiswal, Rishabh ; Chitipa NgamkroeckjotiThe purpose of this research is to find out Bangkok’s university students’ loyalty towards the Apple iPhones. Both exploratory and explanatory mixed method by Creswell (2014) has been applied in this study. Firstly, two rounds of interviewing stage comprising thirteen and another eleven interviewees. This study found and confirmed validity of major dependent and independent variables used to recreate conceptual framework in the quantitative methodology. Very satisfactory level of reliability has been confirmed with 30 respondents of pre-testing based on questionnaire designated. Secondly, multiple linear regression (MLR) has applied for 400 respondents through SAS enterprise license number 12400609. The statistical results show that students’ dependency on Apple iPhone for their daily life and study purposes. The factors prove the dependency of students, such as mobile applications, convenience, brand trust and social influence, which lead towards brand loyalty of the Apple iPhone.
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ItemExamining factors influencing brand loyalty towards fast fashion brand in Dhaka, BangladeshToday’s fashion market is highly competitive and the constant need to ‘refresh’ product ranges gives consumers endless options to choose from which is why brand loyalty plays an important role for business’s to retain their consumers. The purpose of this study is to examine factors influencing brand loyalty towards a fast fashion brand in Dhaka, Bangladesh. 400 respondents were applied in order to investigate the statistical treatment of the data. Data were collected by using survey questionnaires and both simple linear and multiple linear regression analysis were used to test the hypotheses. The results indicate that there is a relationship between each variable for brand loyalty. Among them, social media marketing in term of responsiveness has the strongest influence on value consciousness followed by brand consciousness. Also, brand personality has the strongest influence on brand loyalty followed by social media marketing and brand uniqueness. The findings of this research will be beneficial to not only Aarong but also for other fast fashion brands. It can support data which may help the fast fashion industry to modify and improve more effective and proficient marketing tools and business model based on the knowledge of the influences of the factors in this research in order to create brand loyalty and accomplish the ultimate goals of the organization.
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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.
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ItemFactors affecting brand loyalty to cosmetics product: a case study of Thai consumers in BangkokThis research aims to investigate factors affecting brand loyalty to cosmetics products of Thai consumers in the Bangkok area. After reviewing related literature, four independent variables were selected in this research; word-of-mouth, perceived value, convenience, and satisfaction on product. To measure the constructs of the research instrument, a survey questionnaire was administered and data were collected from sample of 384 experienced cosmetics product purchasers in the Bangkok area, utilizing convenience sampling techniques. The significance and relationships of word-of-mouth, perceived value, convenience, and satisfaction on product towards brand loyalty to cosmetics product were tested and analyzed using the multiple linear regression. The result showed that all independent variables are positive predictors of brand loyalty to cosmetics products. This result provided important managerial implications to cosmetics industry to focus on customer retention and loyalty to enhance sustainability and profitability. Further investigation of the factors contributing to customer loyalty and in other geographical areas is highly suggested for future studies.
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ItemFactors influencing repurchase intention toward dairy products in generation y in Bangkok, Thailand(Bangkok : Assumption University Press, 2022) Jakkarin Klaiklung ; Chompu Nuangjamnong ; Supaporn PhengpisThe study aims to determine the effect of purchase intention in dairy products in generation Y consumers. Attitude, brand loyalty, perceived value, health consciousness, subjective norm, and purchase intention are investigated in the study. The sample (384 respondents) was collected from an online survey using a non-probability sampling method by using convenience sampling technique and snowball sampling technique. The data were analyzed by descriptive analysis, simple linear regression, and multiple linear regression to examine the hypotheses with a five-point Likert scale analysis. The study revealed that attitude, brand loyalty, perceived value, and subjective norm significantly influence purchase intention. Health consciousness has a significant influence on attitude. The finding found that perceived value and attitude are the key factors that impact customer purchase intention. Additionally, the study proposes that to increase customer purchase intention is to understand the attitude and perceived value of generation Y customers. The study’s weakness is the small sample size, and the sample size is in Bangkok, Thailand. In conclusion, form research may not be like other locations and does not represent Thai customers.
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ItemAn influence of advertising on consumer-based brand loyalty: a case study on a sports shoe brand in Bhopal IndiaThis study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher carried out the analysis based on a quantitative approach and applied non-probability sampling as the convenience sampling technique. A total of 400 respondents who experienced the perception of advertising for searching information about sports shoe products were invited to participate in this study. The descriptive statistic was used as frequency and percentile to explain demographic profile meanwhile inferential statistic was used both simple linear regression (SLR) and multiple linear regression (MLR) to explain the causal relationship between advertising, perceived quality, brand trust, and brand loyalty in sportswear products. The results on simple linear regression exposed that advertising has a significant influence on brand trust and perceived quality, while perceived quality has also a significant influence on brand trust and brand loyalty which all the p-value have less than .05. The results on multiple linear regression discovered that brand trust and perceived quality have a significant influence on brand loyalty as p-value has less than .05 as well.
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ItemThe influences of the big five personality traits, virtual brand community motives and virtual brand community uses on virtual brand community engagement(Assumption University, 2012) Punnaluck Satanasavapak ; Assumption University. Martin de Tours School of Management and EconomicsThe brand community has become a popular research topic among research scholars over the past ten years. However, previous studies of the brand community and the virtual brand community mainly focused on the characteristics of the brand communities, but not on how strong virtual brand community engagement can be created. The research objective is to investigate the relationships between the Big Five personality traits, virtual community motives, frequency, amount, types of use, and membership duration and virtual brand com- munity engagement by using the uses and gratifications theory as a theoretical framework. (Online question- naires were used to collect the data.) 230 respondents participated in this study. The results suggested that individuals with greater conscientiousness and lower openness to experience had a greater depth of virtual brand community engagement. Members that were motivated by new friendship, convenience, brand affec- tion, and social influence exhibited strong virtual brand community engagement. Additionally, virtual brand community motive variables represented a significantly more powerful set of predictors than the set of person- ality traits and virtual brand community use. The level of virtual brand community engagement depended mainly on the personality of members and their motivation to participate in the communities, rather than virtual brand community uses. Consequently, marketers need to keep in mind that that individual difference seem to be an important factor that influences how members use virtual brand community sites. Additionally, marketers should also concentrate their strategies on motivating existing members to socialize more on the site and focus their attention on how to create positive brand relationships among brand admirers.
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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.
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