The Effects of Brand Loyalty and Its Antecedents on Customer Advocacy of Luxury Fashion Products in Bangkok Metropolitan

Abstract

          This study aimed to examine; 1) the effects of perceived value on complaint handling and brand loyalty. 2)the effects of complaint handling on brand loyalty and customer advocacy; and 3) the effects of brand loyalty on customer advocacy of luxury fashion products in Bangkok Metropolitan. It was a quantitative research approach. Samples in this study included 500 customers buying luxury fashion products in Bangkok Metropolitan. The tools used for data collection included a questionnaire. Statistics used in this study were means, standard deviation (SD) and structural equation model.

          Findings showed that 1) perceived value positively affected complaint handling and brand loyalty at a statistically significant level. 2) complaint handling positively affected brand loyalty and customer advocacy at a statistically significant level; and 3) brand loyalty positively affected customer advocacy at a statistically significant level