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The Impact of Brand Personality and Customer Satisfaction on Behavioral Factors and Brand Perception on Brand Loyalty in Thai Furniture Shops |
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| รหัสดีโอไอ | |
| Creator | Nonthachai Thongyothin |
| Title | The Impact of Brand Personality and Customer Satisfaction on Behavioral Factors and Brand Perception on Brand Loyalty in Thai Furniture Shops |
| Contributor | Piraphong Foosiri, Rawida Wiriyakitjar, Chanatip Lekhskul, Petch Paniangvait, Charoonpan Siriwetchadarak |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2567 |
| Journal Title | Journal of Family Business and Management Studies |
| Journal Vol. | 16 |
| Journal No. | 2 |
| Page no. | 147-168 |
| Keyword | Brand loyalty, behavioral factors, brand perception, brand personality, customer satisfaction |
| URL Website | www.fbmsjournal.com |
| Website title | fbmsjournal |
| ISSN | 2821-9643(online) |
| Abstract | This study examines customer brand loyalty within the Thai furniture shops, focusing on the pivotal roles of behavioral factors, brand perception, brand personality, and customer satisfaction. With the active participation of 400 consumers, the research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the intricate relationships among these key variables. All hypotheses, which examine the relationships between Behavioral Factors, Brand Perception, Brand Personality, Customer Satisfaction, and Brand Loyalty, were supported with statistically significant path coefficients. Notably, the study unveils significant mediating effects of brand personality and customer satisfaction in the complex interplay between behavioral factors, brand perception, and brand loyalty. These findings contribute not only to scholarly discourse but also offer actionable insights for practitioners in the Thai furniture shops. By illuminating the mediating roles of brand personality and customer satisfaction, businesses can strategically enhance customer loyalty, informing decisionmaking and marketing strategies in the dynamic landscape of the Thai furniture shops. |
