Causal Effects of Factors Affected Brand Experience on Brand Royalty of Jewelry Brand Generation Y, Chanthaburi Province
Keywords:
Brand Experience, Brand Royalty, Jewelry Ornament, Generation YAbstract
The purpose of this study was to investigate the relationship between jewelry brand loyalty among Gen Y in Chanthaburi Province and brand experience. The study's population and sample consisted of female Gen Y customers in Chanthaburi Province who were between the ages of 28 and 43. Using a multi-stage sampling technique, 385 persons who had previously bought or worn gemstone jewelry were included. Surveys were employed to gather data. Take data were analyzed using frequency, percentage, mean, standard deviation and hypothesis testing statistics, stepwise multiple regression analysis.
According to the study's findings, the majority of people who have ever purchased or worn jewelry are single and between the ages of 33 and 37. Employed by the state or as a public worker, with a bachelor's degree, and an average monthly salary of between 10,001 and 30,000 baht, the individual routinely buys two to three different brands of jewelry from the province of Chanthaburi. Purchasing jewelry more than three times a month Investing in jewelry is done so that it can be worn on special occasions and at various ceremonies. According to the findings of the hypothesis test, relational brand experience and behavioral brand experience are the two elements that affect brand experience variables on consumers' loyalty to jewelry companies in Chanthaburi province.
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