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Subject: search.filters.subject.Brand loyalty

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Now showing 1 - 7 of 7
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    Antecedents of Brand Loyalty of the Airline Business in Thailand
    (2023-07-01)
    Hongsakul, Bharis
    ;
    Subongkod, Mallika
    This research aimed to analyze the structure and relationship and to study the path of effects between customer behavior, customer relationship management, airline service quality, digital marketing, and brand loyalty. The study population comprised individuals aged 20 years and above who utilized airline services. The sample was selected using a simple random sampling method. A questionnaire was used for data collection. The sample consisted of 400 participants. Then analysis the measurement model and structural equation modeling before hypotheses testing by Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS 4. 0 software. The results found that the causal relationship structure was consistent with the empirical data. Customer behavior, customer relationship management, and airline service quality had a positive influence on digital marketing, and digital marketing had a positive influence on brand loyalty, but airline service quality did not have an influence on brand loyalty. The study results revealed that digital marketing was a mechanism driving customer behavior, customer relationship management, and airline service quality, leading to how to build brand loyalty in the airline business in Thailand.
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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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    Antecedents to the creation of 'Thai Select Unique' restaurant brand equity
    (2020-01-01)
    Sornsaruht, Puris
    Thai cuisine is world renowned for its savoury flavours and the variety of its potential presentations. Consistently, Thai dishes have been at the top of international surveys for its quality, with the Thai government now supporting multiple programs to promote Thai food under the Thai Select branding campaign for use with restaurants. Therefore, the authors chose to investigate how diners perceived their local authentic food experience from restaurants, which had been awarded the Thai Select Unique (TSU) certification. From a potential population of 50 restaurants, ten TSU restaurants were randomly selected for a survey of diners concerning their opinions on how online advertising strategy (OA), their perceived quality (PQ), their brand awareness (BA), and brand loyalty (BL) played a role in the restaurant's overall brand equity (BE). From the conceptualized eight hypotheses, a preliminary confirmatory factor analysis (CFA) and goodness-of-fit (GoF) analysis was conducted, followed by structural equation modelling (SEM) using LISREL 9.1 on the item statements from the questionnaires obtained from 415 TSU diners. Results revealed that all the causal variables in the model had a positive effect on BE, which can be explained by the combined influence of the factors (R2) being 93%. Furthermore, ranked in importance, OA, BA, BL, and PQ with total effects of 0.96, 0.88, 0.56 and 0.09, respectively. This study is also original and timely as it details how social media (SM) has become the foundation for what the authors have identified as 'selfie tourism' in the development of a destination's brand equity.
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    A structural equation modeling on factors related to the brand loyalty of diners to certified thai restaurants in the United States
    (2019-06-01)
    Auapinyakul, Woravat
    ;
    Deebhijarn, Samart
    The study examines a set of factors for their influence on the brand loyalty of diners to certified Thai Restaurants in the United States. Specifically, the study investigates the hypothesized direct or indirect influences of image, service quality, customer expectations, sensory perception, and customer satisfaction on brand loyalty. A total of 620 diners who had eaten at least once in certified Thai restaurants in the United States were interviewed using a self-accomplished questionnaire. Results confirm almost all of the hypothesized influences of the structural equation model variables on loyalty. Customer satisfaction is the factor having the strongest influence on loyalty, followed by customer expectations, service quality, image, and sensory perception in that order. Overall, the variances in loyalty, customer satisfaction, and sensory perception are well-explained by the variables included in the model, but there are nuances in which to appreciate these key findings. Data are useful for Thailand as it continues to deepen its offshore strategies to further cement the competitiveness of Thai Select and Thai Select Premium restaurants in the United States.
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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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    A causal model of organic food buying behaviours of consumers in Thailand
    (2019-01-01)
    Pattweekongka, Supawadee
    ;
    Napompech, Kulkanya
    ;
    Chaiyasoonthorn, Wornchanok
    This quantitative study aims to understand the causal factors of food buying behaviour in the current Thai market for organic food as differentiated by brand marketing. A comprehensive model of consumer decision-making was developed with four latent factors, including trust in brand, buying intention, brand loyalty and buying behaviour. This model demonstrated high reliably measurements as a basic requirement of structural equation modelling (SEM) statistics. Questionnaires were collected from a sample of organic food consumers in Thailand between April and June 2018; 386 data records were obtained and analysed using SEM. A significant correlation was found between the observed data and the conceptual model. The model demonstrated that the effect of brand trust on brand loyalty influenced buying intention, which played a key role in driving buying behaviour. Findings show that "loyalty" was the most important factor to affect "intention," which directly impacted on buying behaviour. Further, the model achieved predictive power at 94%. Results indicate that Thai consumers perceive organic food marketing as distinct, which is reflected in their purchasing behaviours. These findings should benefit organic food entrepreneurs, farmers and sellers who must devise strategies for organic food-related branding.
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    Integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand
    (2018-10-01)
    Sawmong, Sudaporn
    Thailand automobile market has experienced growth for several years due to worldwide economic growth. The proposed policies present great opportunities for Japanese car companies who have such technologies and willing to invest in an emerging markets region. This research aimed to find the integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand. The quantitative data was collected via questionnaire survey to 460 Japanese car customers in Thailand. The sampling method used the simple random sampling at the department of Land Transport, Bangkok, Thailand. The descriptive statistics applied in this research consist of mean average, percentage and frequency, whereas inferential statistics consisted of confirmatory factor analysis, path analysis and Structural Equation Modeling. The study found that the integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand consisted of car factors, customer psychological factors, integrated marketing communication tools, and brand loyalty. The constructed model developed by this research is consistent with the empirical data and showed the ability to predict value perception to an acceptable degree with a multiple correlation's squares (R<sup>2</sup> of 87 %, GFI = 0.96, AGFI = 0.93, Chi-Square = 114.91, DF = 94, P-Value = 0.089, and RMSEA = 0.022. These finding were achieved through better understanding and addressing the Japanese car producer on integrated marketing communication model for creating brand loyalty in Thailand. The practical implication model has been suggested in this paper.