Relationship between of Brand Equity and Customer Loyalty: A Test Customer Satisfaction as Mediator
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Abstract
The purpose of this research is to examine the influence of brand equity and customer satisfaction leads to customer loyalty within the context of TOYOTA brand in Muang District, Nakhon Ratchasima Province. In this research, multiple regression analysis is employed to analyze the relationship between these variables. Data was collected from automobile users TOYOTA 378 people in Muang District, Nakhon Ratchasima. The results of hypothesis testing found that brand equity (brand perceived quality, brand association, and brand loyalty) plays a significant and positive effect on customer satisfaction. It notices that brand awareness is not important dimensions for developing brand equity to increase customer satisfaction. While, customer satisfaction explicitly leads to customer loyalty of TOYOTA in Muang District, Nakhon Ratchasima. This study verifies the importance of brand equity as consistent with resource-based view theory.
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