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Factors Affecting Brand Loyalty of Essence of Chicken Brand towards Consumers
| Content Provider | Semantic Scholar |
|---|---|
| Abstract | The objective of this research is to find the association or relation among factors that has an effect on the brand loyalty of chicken essence brand in Bangkok, including demographics, brand awareness, brand association, perceived quality and brand image which are the major factors that involved with brand loyalty. The sampling of 400 people was collected who has age over 15 years old and drink chicken essence as usual. The result indicated that there is no impact on demographic factors towards the brand loyalty in this study. Also, the finding from the multiple linear regression indicated that only brand association and perceived quality positively affected on the brand loyalty of chicken essence brands while the brand awareness and brand image have no relationship with brand loyalty. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://utcc2.utcc.ac.th/utccijbe/_uploads/V9No1June17_02.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
