Brand Equity Influencing Consumer Loyalty toward Tobacco Products in Bangkok
DOI:
https://doi.org/10.14456/ajmt.2026.10Keywords:
Brand Loyalty, Brand Equity, Tobacco ProductsAbstract
This study aimed to investigate three a (1) variation in loyalty according to personal factors, (2) variation in loyalty according to consumer behavior, and (3) the influence of brand equity on consumer loyalty. Data were collected through questionnaires administered to 400 tobacco product consumers aged 20 and older in Bangkok, as defined under the Tobacco Product Control Act B.E. 2560. The instrument demonstrated acceptable reliability (α = 0.93). Analysis included frequency, percentage, mean, standard deviation, one-way ANOVA, and multiple regression. Consumers differed significantly in loyalty levels across gender, age, education, and income. Brand purchasing behavior was also associated with significant differences in loyalty. Brand awareness, brand association, and perceived product quality were significant predictors of consumer loyalty toward tobacco products in Bangkok. The findings offer practical insights for tobacco industry operators seeking to refine brand strategies, deepen consumer engagement, and better align their offerings with target market expectations.
References
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free.
Arsasana, A. (2021). Factors Influencing Consumer Behavior Trend Towards Purchasing Decision of Craft Beer in Bangkok Metropolitan [Master’ s thesis, Srinakharinwirot University]. DSpace. http://ir-ithesis.swu.ac.th/dspace/handle/123456789/1449
Chienwattanasook, K., Permsup, M., Punya, N., & Kreangkerd, A. (2023). Brand Equity and Marketing Mix that Affects the Purchasing Decision of Thai Chili Paste Products of a La Carte Restaurant Owner in Pathum Thani. Journal of Educational Innovation and Research, 10(1), 125-135. https://doi.org/10.14456/jeir.2023.64
Cochran, W. G. (1977). Sampling Techniques (3rd ed.). John Wiley and Sons.
Cronbach, L. J. (1990). Essentials of Psychological Testing (5th ed.). Harper & Row.
Gronroos, C. (2000). Service Management and Marketing: A Customer Relationship Management Approach. Wiley.
Karmarkar, U. R., & Bollinger, B. (2015). BYOB: How Bringing your Own Shopping Bags Leads to Treating Yourself, and the Environment. Journal of Marketing, 79(4), 150427083034004.
Kotler, P. & Armstrong, G. (2018). Marketing: An Introduction (12th ed.). Pearson.
Kotler, P. & Keller, P. (2009). Marketing Management (13th ed.). Prentice Hall.
Mungsong, T. (2022). The Factors Influencing the Soju Alcoholic Beverage Consumption Behavior Trend in Bangkok Metropolitan Area [Master’ s thesis, Srinakharinwirot University]. DSpace. http://ir-ithesis.swu.ac.th/-dspace/bitstream/123456789/2091/1/gs631130158.pdf
Rungruengphon, W. (2020). Principle of Marketing. Imprint.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior (9th ed.). Pearson Prentice Hall.
Serirat, S. (2017). Modern Marketing Management. Diamond in Business World.
Sirisanon, P. & Chokmoh, P. (2010). The Issue Concerning the Enforcement of Tobacco Control Laws and the Protection of the Health of Both Non-Smokers and Smokers. Graduate Journal, 6, 593-607.
Sombunrattanachoke, P. (2020). The Ladder to Creating the Ultimate Emotional Brand. Popticles. https://www.popticles.com/-branding/emotional-brand-ladder/
Thaitobacco. (2023). Annual Report Tobacco 2023. Tobacco Authority of Thailand. https://www.thaitobacco.or.th/-2024/01/0065738.html
Thaipublica. (2024). Tobacco Industry Crisis (1): 7 Years of Cgarette Taxes Reduction, Tobacco Factories Collapse (in Thai). https://thaipublica.org/2024/02/restructuring-the-cigarette-tax-thai-tobacco-lost-income/
Wanichbancha, K. (2018). Statistics for Research. Samlada.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Faculty of Management Technology, Rajamangala University of Technology Isan Surin Campus
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะเทคโนโลยีการจัดการ มหาวิทยาลัยเทคโนโลยีราชมงคลอีสาน วิทยาเขตสุรินทร์
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้ เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับคณะเทคโนโลยีการจัดการ มหาวิทยาลัยเทคโนโลยีราชมงคลอีสาน วิทยาเขตสุรินทร์ และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
