THE EFFECTS OF BRAND AWARENESS, BRAND IDENTITY, AND BRAND IMAGE ON BRAND EVANGELISM: A STUDY OF IPHONE AND SAMSUNG USERS
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Abstract
The research article aimed at analyzing exploratory factors of Brand Evangelism in case of smartphone in Thailand. A sample group included 800 samples of consumer who have used smartphone products under the iPhone and Samsung brand for a period of more than 6 months. Using the sampling method by Non-Probability Sampling using quota sampling method. The research instrument was a questionnaire. The analysis was carried out by using the methodology for the exploratory factor analysis with Principal component analysis as well as the oblique rotation with Promax rotation method. The findings revealed that the variables studied could be analyzed in 3 components which were 1) Positive Word of Mouth 2) Brand Protection and 3) Repurchase intention.
The research results found that Brand Evangelism of 3 elements, 14 indicators in Including component 1: Promote brand and share experience, consisting of 7 indicators. Component 2: Brand protection, consisting of 5 indicators. And the third component, repeat purchase intention, consists of 2 indicators. The percentage of variance is between 8.975-38.879 and the percentage of cumulative variance It was able to explain 38.879%, 55.707%, and 64.682% of the variance of the components, respectively. This study elevates the concept of brand evangelism, revealing its dimensions and components. It expands the body of knowledge and provides empirical evidence that will support future research on brand evangelism. Moreover, it can be applied to examine brand evangelism and contribute to the development of product strategies and strategies to foster brand evangelism in the future.
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