The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer's private product brand purchasing decision

Simple item page
dc.contributor.authorKhanta, Fuengnapha
dc.contributor.authorSrinuan, Chalita
dc.date.accessioned2026-08-06T10:23:03Z
dc.date.available2026-08-06T10:23:03Z
dc.date.issued2019-01-01
dc.description.abstractIn a 2018 study, 85% of the American consumers surveyed stated they trusted private brand products at least as much as national brands. In both Asia and Thailand, the importance of private brands is also increasing. Therefore, the researchers undertook a study to investigate the sample group of 1,000 Thai Tesco Lotus and Big C retail shoppers about their opinions concerning the importance of the store's marketing mix (MM), brand equity (BE), their lifestyle (LS), and their attitude (AT) towards their final purchase decision. LISREL 9.1 was used to conduct both a confirmatory factor analysis [CFA] and a structural equation model [SEM] to analyze the study's six hypotheses and their interrelationships. From the SEM analysis it was determined that the most important causal variables influencing PDPD were BE, AT, MM, and LS, which had total effect values of .61, .23., .22, and .17, respectively.
dc.identifier.citationAfrican Journal of Hospitality Tourism and Leisure, 8(5), 2019
dc.identifier.issn2223814X
dc.identifier.other2-s2.0-85074416394
dc.identifier.urihttps://dspace.kmitl.ac.th/handle/123456789/9451
dc.sourceAfrican Journal of Hospitality Tourism and Leisure
dc.subjectConsumers
dc.subjectNational brands
dc.subjectPrivate label
dc.subjectRetail shoppers
dc.subjectThailand
dc.titleThe relationships between marketing mix, brand equity, lifestyle and attitude on a consumer's private product brand purchasing decision
dc.typeArticle

Files

Collections

Research