The Influence of Brand Equity on Brand Loyalty Toward Consumer Products in Bangkok
This research aimed to study 1) the influence of brand equity on brand loyalty toward consumer products, 2) the awareness of brand equity of consumer products, and 3) the brand loyalty toward consumer products. Based on a quantitative methodology, 400 consumers in Bangkok, which had been chosen by the cluster sampling method, were asked to answer the questionnaires and the data was subsequently analyzed by descriptive statistics, i.e., quantity, percentage, means, and standard deviation, and multiple regression. The findings showed that the best forecasting model for the influence of brand equity on brand loyalty toward convenience consumer products consists of the following factors: 1) consumers chose products of the brand that was unique and distinctive from other brands, 2) consumers chose products of the brand that was a leader in innovation and technology in the market of similar products, 3) consumers chose products of the brand and manufacturer that were reliable and trustworthy, and 4) consumers chose products of the brand that was popular among a great number of people, with forecasting fit of 13.1 percent (R2 = 0.131).
Keywords- Brand equity, Brand loyalty