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THE RELATIONSHIP AMONG BRAND AWARENESS, BRAND IMAGE, PERCEIVED QUALITY, BRAND TRUST, BRAND LOYALTYAND BRAND EQUITY OF CUSTOMER IN CHINA'S ANTIVIRUS SOFTWARE INDUSTRY |
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| รหัสดีโอไอ | |
| Creator | Chengxiao Hou |
| Title | THE RELATIONSHIP AMONG BRAND AWARENESS, BRAND IMAGE, PERCEIVED QUALITY, BRAND TRUST, BRAND LOYALTYAND BRAND EQUITY OF CUSTOMER IN CHINA'S ANTIVIRUS SOFTWARE INDUSTRY |
| Contributor | Phusit Wonglorsaichon |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2559 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 8 |
| Journal No. | 1 |
| Page no. | 151-170 |
| Keyword | Brand awareness, Brand image, Perceived quality, Brand trust, Brand loyalty, Brand equity, China antivirus software |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Objective- The objective of this study is to study influence factors of brand equity and study the relationship among brand awareness, brand image, perceived quality, brand trust, brand loyalty and brand equity.Methodology- A quantitative study was adopted for collecting data, a total 400 valid questionnaires was collected through an online survey website, every respondents must be the customer of antivirus software. These data was tested in a structural equation model.Finding- This study found that brand awareness is positive related to brand trust, brand trust is positive related to brand equity, brand image have indirect impact on brand equity through perceived quality and brand trust, perceived quality have a indirect impact on brand loyalty through influence on brand trust, brand loyalty is positive related to brand equity.Practical implications- Company owner should clear understand brand equity's implication and other influence factor, try to manage their brand properly and build a effective brand strategy in order to make some differentiation from their competitor, then get more advantage in this competing antivirus software market. |
