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Brand Love and Brand Forgiveness : a Case of Khon Kaen Real Estate
| Content Provider | Semantic Scholar |
|---|---|
| Copyright Year | 2016 |
| Abstract | The study aims at investigating the relationship between brand love and brand forgiveness of Khon Kaen Real Estate, Thailand. This survey employed the quantitative method and used questionnaires as a tool to collect the data from customer who planed to buy real estate in front of 3 year in Khon Kaen. Finally, the data of 400 sampling units were analyzed through the Structural Equation Modeling (SEM). The study revealed that brand love had a positive direct influence on brand forgiveness. The results also supported all hypotheses of the study with the variances predicted by brand love and brand forgiveness were 32% respectively. As a consequence, in order to enhance brand love in minds to all customer, operator of Khon Kaen real estate should put more efforts on Meet and Greet activities seriously and continuously. The operator should also have information booth activities to create knowledges for customer. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://mba.kku.ac.th/ncbmi/proceeding/2016/national/files/862.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |