Browsing Conference Papers by Author "Chitipa Ngamkroeckjoti"
Determinant factors towards brand loyalty: a case study of Apple’s iPhone among Bangkok’s university students Jaiswal, Rishabh; Chitipa Ngamkroeckjoti (2018)
The 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 ...