An Association Between Brand Trust, Brand Affection and Brand Loyalty: The Case of a Coffee Brand in Bangkok Thailand
Journal Title: Advance Knowledge for Executives - Year 2022, Vol 1, Issue 1
Abstract
Objective: This study investigates the mediating effect of brand affection between brand trust and brand loyalty in a coffee brand in Bangkok, Thailand. Methods: The researchers employed a self-administered questionnaire online survey for quantitative data collection based on reliable and valid sources. The data were analysed by adopting SPSS Version 27. The hypotheses were tested using Partial Least Square Structural Equation Model (PLS-SEM) from 206 customers of a coffee brand in Bangkok, Thailand through convenience sampling. Results: The results reveal that brand affection is a significant mediator between brand trust and brand loyalty among customers of a coffee brand in Bangkok, Thailand. The findings could be applied to any service company for the branding strategy to enhance brand loyalty from brand trust through mediating effect of brand affection. Conclusion: The marketing strategic planners should pay attention to brand affection and brand trust because these factors impact brand loyalty of the coffee brand among Thai customers. Also, brand affection could be considered the mediator between brand trust and brand loyalty in this sector. Recommendations & Implications: The recommendation is to expand more sampling to cover areas in Thailand. Also, other variables should be considered for a clearer understanding of the branding strategy of the coffee brand in Thailand. So, it may imply explaining the association phenomenon in the service sector. The qualitative approach could give insight results from in-depth interviews or focus groups for further study.
Authors and Affiliations
Jaipong, P. , Siripipatthanakul, S. , Sitthipon, T. , Kaewpuang, P. & Sriboonruang, P.
Keywords
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- EP ID EP709915
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