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    Organic Food Brand Trust and Brand Loyalty: Evidence from Thailand
    (2022-01-01)
    Pattweekongka, Supawadee
    This study investigates the antecedents of trust in organic food brands and the effect of brand trust on brand loyalty. Previous research has addressed brand trust, but none has examined brand trust concerning brand loyalty in organic goods, a developing trend in many nations. A survey was done with 386 Thai consumers of organic foods. Using path analysis, the magnitude and relationships between variables were estimated. The findings indicate that brand competency and generosity increase organic brand trust. Moreover, brand trust was found to influence both attitudes and behaviors about brand loyalty. The study predicts that brand trust inspired 76% of the purchasing behavior loyalty
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    Effect of community relationship management, customer engagement, and brand trust on food supplement brand loyalty
    (2019-01-01)
    Wongsuphasawat, Tul
    ;
    Buatama, Urusa
    Social media have revolutionized the behavior of people, perceptions, decision processes, and levels of engagement with a brand. There are a number of empirical studies on the impact of the social media on community relationship management, customer engagement, brand trust, and brand loyalty, but not regarding food supplements. Global health and beauty supplement sales have been continuously growing, employing both traditional and digital media channels for promotion. The purpose of this research was to understand the factors in the social media that affect food supplement brand loyalty in Thailand in order to develop a more efficient marketing program. Confirmatory factor analysis was used to analyze structural equation modeling. In total, 508 young Thais living in Bangkok, Thailand participated in this study. The results showed that community relationship management has a direct impact on customer engagement but it bears no direct influence on brand trust and brand loyalty (p <.001). The model explained 69.3 percent of brand loyalty variation. It is clear that by keeping customers engaged, the level of trust and loyalty would increase over time.
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    Hot, tropical and thirsty: An analysis of bottled water consumer satisfaction in Thailand
    (2019-01-01)
    Thalang, Dumrong Pratheep Na
    ;
    Sornsaruht, Puris
    ;
    Pimdee, Paitoon
    With nearly 40 million foreign tourists per year, Thailand consumes an average of 57.5 gallons of water per capita per year, which makes Thailand the second largest per-person consumer of bottled water in the world. As the global average is only 13.2 gallons per person per year, both tourists and residents have an insatiable thirst for bottled water. Therefore, the authors undertook a study to investigate the factors that influence bottled water consumer satisfaction (CS). Furthermore, an examination of the interrelationships between the variables corporate social responsibility (CSR), brand trust (BT), and brand image (BI) and their effect on CS were also analysed by use of LISREL 9.1 software. Results from the 489 consumer sample group obtained from across five major areas of Thailand, determined that all the model's variables had a positive effect on CS as there was a combined 78% variance of influence on CS. Ranked in importance, factors influencing CS were CSR (TE=0.89), BT (TE=0.68), and BI (TE=0.29), respectively. Furthermore, from the consumers' questionnaire concerning their preference for a bottled water brand (Singha, Crystal, Nestlé, Namthip, and Pepsi's Aquafina), 31.29% indicated a preference for Singha. Additionally, from the results of the analysis on CSR, the authors concluded that was a heightened awareness amongst consumers and travellers about the environment and plastic bottle waste. It was suggested by the authors that bottled water companies need to develop CSR campaigns that are focused on plastic waste reduction and cleanup activities. Additionally, they need to take their efforts 'to the people', and tell each consumer why and how they are contributing to not only Thailand's environmental well-being but the world as well.