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FACTORS AFFECTING BRAND LOYALTY OF ESSENCE OF CHICKEN BRAND TOWARDS CONSUMERS IN BANGKOK |
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| รหัสดีโอไอ | |
| Creator | Samachaya Homjitr |
| Title | FACTORS AFFECTING BRAND LOYALTY OF ESSENCE OF CHICKEN BRAND TOWARDS CONSUMERS IN BANGKOK |
| Contributor | Suthawan Chirapanda Sato |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2560 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 9 |
| Journal No. | 1 |
| Page no. | 30-47 |
| Keyword | Demographics, Brand awareness, Brand association, Perceived quality, Brand image, Brand loyalty, Factors, Chicken Essence |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | The objective of this research is to find the association or relation among factors that has an effect on the brand loyalty of chicken essence brand in Bangkok, including demographics, brand awareness, brand association, perceived quality and brand image which are the major factors that involved with brand loyalty. The sampling of 400 people was collected who has age over 15 years old and drink chicken essence as usual. The result indicated that there is no impact on demographic factors towards the brand loyalty in this study. Also, the finding from the multiple linear regression indicated that only brand association and perceived quality positively affected on the brand loyalty of chicken essence brands while the brand awareness and brand image have no relationship with brand loyalty. |
