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Brand Love, Brand Loyalty and Word of Mouth : a Case of Krungthai Bank in Khon Kaen
| Content Provider | Semantic Scholar |
|---|---|
| Copyright Year | 2016 |
| Abstract | The study aims to investigate the interrelationship among brand love, brand loyalty and word of mouth of customers of Krungthai Bank, Khon Kaen. The survey questionnaires were used as a tool to collect the data from 400 Krungthai Bank customers living in Khon Kaen. The data was analyzed through Structural Equation Modeling (SEM). The study reveals that brand love has the direct and indirect influence on word of mouth through brand loyalty. The results supported all hypotheses of the study, and the model s쳮d in explaining 43% of the variance in word of mouth |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://mba.kku.ac.th/ncbmi/proceeding/2016/national/files/885.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |