|
DSpace at Bangkok University >
Graduate School >
Master Degree >
Independent Studies - Master >
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
|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.
|
