THE CAUSAL RELATIONSHIP FACTORS AFFECTING THE BRAND LOYALTY TOWARDS THE THAI CANNED FRUIT AND VEGETABLES
Keywords:
ความภักดีต่อตราสินค้า, การตระหนักรู้ต่อตราสินค้า, การรับรู้คุณภาพ, สิ่งเชื่อมโยงกับตราสินค้าAbstract
Objectives of this research article were to analyze the causal factors between brand awareness. Brand quality perception and brand connections that influenced brand loyalty of Thai canned fruits and vegetables. This was quantitative research using questionnaires to collect data from 600 consumers who were citizens of the United States, Australia, and Japan and analyzed the data using structural equation modeling analysis.
The Findings were found that the model consisted of the empirical data; Chi-square = 180.873, P-Value = 0.188, CMIN/df = 1.096, GFI = 0.965, CFI = 0.997, AGFI = 0.955, and RMSEA = 0.014. The primary result was brand awareness had a positive direct effect on brand perceived quality and brand association but was not on brand loyalty. In addition, brand perceived quality and brand association was the mediator variable, mediated a positive indirect effect of brand awareness on brand loyalty.
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