The Development of Components of New Brand Perception for Brand Loyalty
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Abstract
The objectives of this research are to development of the components of new brand perception for brand loyalty as well as to interviews 1,254 consumers, entrepreneurs and experienced personals involving in new brand perception in Thailand. In this study, the primary and secondary data were collected using qualitative research method (phenomenal methods, in-depth interviews). The finding shows that consumers give attention perception of quality, price, value functional and emotional. Understanding these behaviors can create new brand perception in all three areas, comparative experience quality perception, perception of value for money and emotional benefit perception. And finding show that new brand perception can affect the brand loyalty creation.
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