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|Title: ||The Relationships Among Customers’ Social Engagement in FACEBOOK, Brand Equity, Customer Satisfaction, and their Intention to Purchase Tiffany Jewelry|
|Authors: ||Wei Dai|
Tiffany & Co
Decision to purchase
|Issue Date: ||2017|
|Publisher: ||Bangkok University|
|Abstract: ||The main objective of this research is to investigate the relationship among customers’ social engagement, brand equity, customer satisfaction, and their intention to purchase luxury jewelry by using Tiffany as a case study. Two-hundred respondents who were current customers of Tiffany jewelry have participated in this survey. The participants were being selected using random sampling. The mean, standard deviation, and percentage were being tabulated and analyzed using T-test, One-way ANOVA, and Multiple Regression, and Spearman correlation with the significance level of .05. The findings as following:
1. Fifty-eight percent of customers engaged in social engagement in Tiffany Fanpage at the frequency of “sometimes” per month. They perceived the brand equity positively, and they have high satisfaction toward Tiffany jewelry. Customers have high intention to purchase Tiffany jewelry.
2. Customers’ social media engagement in Fanpage of Tiffany is associated with their perceived brand equity of Tiffany including brand image, brand loyalty, brand awareness, and perceived quality, respectively.
3. Chinese customers’ satisfaction towards on Tiffany is significantly correlated with their frequency of social media engagement in Fan page of Tiffany.
3. The findings analyzed by Spearman correlation indicated that brand equity is positively correlated with their satisfaction toward Tiffany brand at the statistical significance of .05.
4. Customers’ satisfaction and brand equity can significantly predict and are accountable for 57.4% of customers’ intention to purchase of their purchase decision. When examining both predictors in the same model, customers’ perceived brand equity is significant predictors of their purchase decision for Tiffany product, however, their satisfaction in using Tiffany product is a significant predictors of their purchase decision.
This research shows that social media engagement (Facebook) is associated with their perceived brand equity of Tiffany including brand image (F (4) = 10.186, p< 0.05), brand loyalty (F (4) = 8.349, p< 0.05), brand awareness (F (4) = 5.752, p< 0.05), and perceived quality (F (4) = 4.469, p< 0.05), respectively.
Social media engagement (Facebook) is associated with customers’ satisfaction ((F (4) = 5.282, p <.05). A strongly positive correlation was found between customers’ satisfaction and brand equity (r=.785, p<.01).
Lastly, three strongly positive correlation were found among customers’ satisfaction, decision to purchase(r=.681, p<.01), brand awareness(r=.702), brand association(r=.850), perceived quality(r=.861, p<.01), brand loyalty(r=.845, p<.01) and brand image(r=.795, p<.01).|
|Description: ||Independent Study (M. Com.Arts)--Global Communications, Graduate School, Bangkok University, 2017|
|Advisor(s): ||Pacharaporn Kesaprakorn|
|Appears in Collections:||Independent Studies - Master|
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