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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3780

Title: THE RELATIONSHIP BETWEEN BRAND KNOWLEDGE, BRAND EXPERIENCE, BRAND TRUST AND BRAND LOYALTY ON LUXURY BRAND PERFUME TOWARD CHINESE CONSUMERS
Authors: Jing Chuyuan
Keywords: Brand knowledge, Brand experience, Brand trust, Brand loyalty, Luxury perfume
Issue Date: 30-Jan-2019
Abstract: The purpose of this study is to examine the relationship between brand knowledge, brand experience, brand trust and brand loyalty among Chinese consumers who have experiences in using luxury brand of perfume. The 130 samples were randomly selected from consumers who live in China. The quantitative research was applied by using questionnaire: The reliability with the value of 0.907 and content validity conducted by the specialized scholar were implemented. The frequency: means, standard deviation, and multiple regression analysis were applied as the statistical instrument for data analysis and hypothesis testing at 0.05 of significant level.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2018
Advisor(s): Kasemson Pipatsirisak
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3780
Appears in Collections:Independent Studies - Master

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