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Which Type of Brand Image is Important for BuildingBrand Trust? A Case Study on Starbucks |
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| รหัสดีโอไอ | |
| Creator | Chen Wei‐chih |
| Title | Which Type of Brand Image is Important for BuildingBrand Trust? A Case Study on Starbucks |
| Contributor | Papaporn Chaihanchanchai |
| Publisher | Chulalongkorn University |
| Publication Year | 2565 |
| Journal Title | Communication and Media in Asia Pacific |
| Journal Vol. | 5 |
| Journal No. | 2 |
| Page no. | 25-32 |
| Keyword | Brand image, Brand trust, Starbucks, Regression Analysis |
| URL Website | https://so01.tci-thaijo.org/index.php/CMAP |
| Website title | Communication and Media in Asia Pacific |
| ISSN | 2697-4428 (Print); 2630-0621 (Online) |
| Abstract | To highlight the importance of brand image and enrich the limited studyof brand trust, this paper primarily was aimed to investigate the influenceof brand image on brand trust among customers of a global service brand.Data were collected from 230 Starbucks Thailand’s customers, agedbetween 18 to 40 years old, through an online survey. The results ofmultiple regression analysis demonstrated that the functional image,symbolic image, and experiential image could predict the significance ofbrand trust (R2 = 0.586). Among the three types, the experiential imagehad the highest influence on brand trust among Thai Starbucks’ scustomers (β = 0.476). Taken together, the findings suggest a role forbrand image in promoting brand trust. The findings will be of interest tomarketers, especially for service brands. |
