EXAMINING THE INFLUENCE OF BRAND REPUTATION AND CORPORATE BRAND REPUTATION ON THE PURCHASE DECISION OF A HOUSE
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This study investigated the factors that affect home purchase decision-making by examining the positive influence of brand reputation and corporate brand reputation on home purchase decisions as well as the relationship between brand reputation and corporate brand reputation. In this research, data analysis was conducted using structural equation modeling consisting of a measurement model that specified the linear relationship between the latent and observed variables. This step was part of the confirmatory factor analysis of the structural model and the confirmatory factor analysis that specified the causal relationship between the latent variables. The data were collected from questionnaires received from 520 home purchase decision-makers. The majority of the respondents were female (70.8%). The study found that brand reputation, which comprises three components: brand awareness, brand reputation, and corporate brand reputation and credibility, consists of six dimensions, which are emotional appeal, products and services, financial performance, vision and leadership, workplace environment, and social responsibility. The results of the study also indicated that brand reputation influenced purchase decision (β = 0.80, p < 0.001), corporate brand reputation influenced purchase decision (β = 0.09, p < 0.001), and brand reputation influenced corporate brand reputation (β = 0.14, p < 0.001) All of which play an important role in consumers’ home purchase decisions and are essential factors for consumers’ evaluation of alternatives during the purchase decision stage. Therefore, it was confirmed that a good corporate reputation could be generated by brand reputation. Although previous studies have examined home purchase factors, the connection between brand reputation and corporate reputation in the Thai real estate context remained unexplored. This study therefore contributes to the understanding of the impacts on consumers’ purchase decisions and provides valuable insights for organizations that wish to build and maintain their reputation in the housing business.
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