The Relationships among Exposure to Chloé Commercial Advertisement, Brand Equity, Customers Satisfaction , and Intention to Purchase as Perceived by Thai Customers

Abstract

This survey research aims to investigate the relationships among customers’ exposure to Chloé ‘s commercial advertisement with their brand equity and their intention to purchase Chloé products . The samples were Thai and non-Thai customers whose age were over 18 years old. Two-hundred customers of Chloé were selected to participate in this survey using purposive and convenience sampling method. The means, standard deviation and percentage were being tabulated and analyzed using T-test, One-Way ANOVA, and Multiple Regression and Correlation with the significance level of .05. The result revealed the following points: Firstly, 40% of customers said that they were exposed to Chloé advertisement frequently in the past one year period. They perceived the brand equity positively and they had high satisfaction toward brand Chloé and had high intention to purchases Chloé. Secondly, customers’ exposure to advertisement of brand Chloé was associated with their perceived brand equity of Chloé, including brand awareness, brand association, perceived quality, and brand loyalty, respectively. Thirdly, the samples’ perceived brand equity and customers’ satisfaction are significant predictors of their intention to purchase Chloé products. Customers’ perceived brand equity was higher predictor of customers’ behavioral intention to purchase than their satisfaction toward the products.