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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5396

Title: Factors Affecting Brand Loyalty for Cosmetics in Thailand
Authors: Tharanhathai Thanasrichatthon
Keywords: brand trust
brand loyalty
Issue Date: 19-Apr-2023
Publisher: Bangkok University
Abstract: The purpose of this study was to investigate the factors affecting brand loyalty for cosmetics in Thailand. Factors investigated include word of mouth communication, brand trust, and satisfaction as the independent variables, and brand loyalty as the dependent variable. Descriptive statistics and multiple regressions were used to analyze data and test hypotheses respectively. The analysis revealed that word of mouth communication, brand trust, and satisfaction had a statistically significant impact on the brand loyalty while satisfaction did not.
Description: Independent Study(M.B.A)--Graduate School, Bangkok University, 2021
Advisor(s): Khomson Tunsakul
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5396
Appears in Collections:Independent Studies - Master

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