Brand Love and Brand Respect Affecting Brand Loyalty of Brand-name Coffee Consumers

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Boonsom Ratsameechot
Tatre Jantarakolica
Korbkul Jantarakolica
Pard Teekasap
Sittiporn Intuwonges
Supawat Sukhaparamate

Abstract

The purposes of this research were to: 1) identify factors affecting brand loyalty of brand-name coffee consumers and 2) compare brand love and brand respect affecting brand loyalty of brand-name coffee consumers. The research framework was adopted from the satisfaction model of American consumers and the theories of brand love and brand respect. The data were collected from questionnaires distributed to 674 coffee consumers. The data were analyzed by paired t-test and Structural Equation Modeling.


            The results revealed that: 1) the factors affecting brand loyalty of brand-name coffee consumers included brand respect, brand love, satisfaction, trust, and consumers’ suggestions. Brand respect played the most important role on brand loyalty than other factors. 2) The results revealed that the factors affecting brand loyalty of brand-name coffee consumers included brand respect, brand love, satisfaction, trust and consumers’ recommendations. Brand respect played the most important role on brand loyalty than other factors. The results on brand love were found that the service users aged between 24-41 years old, those with incomes between 20,000-35,000 baht and those who use the service more than 5 times/week have a higher level of brand love affecting brand loyalty than other groups. As for brand respect, it was found that the service users aged between 24-41 years old, those with incomes less than 20,000 baht, and those who use the service less than 2 times/week have a higher level of brand respect affecting brand loyalty than other groups.

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บทความวิจัย

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Translated Thai References

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