คุณค่าตราสินค้ารถยนต์นั่งส่วนบุคคล ทัศนคติและความตั้งใจซื้อของผู้บริโภคชาย

Abstract

The purposes of this research were : (1) to study a correlation of brand equity and male consumer’s attitude towards passenger cars’ (2) to study a correlation of passenger cars’ brand equity and male consumer’s purchase intention. Questionnaires were used to collect data from 400 males aged 25345 years old in Bangkok during May-June 2009.

The results showed that brand equity had a positive correlation with consumer’s attitude towards passenger cars’. Furthermore, it was found that brand equity had a positive correlation with consumer’s purchase intention.