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/123456789/3789

Title: Factors Affecting “A” Luxury Brand Loyalty of Chinese University Students in Songjiang District, Shanghai, China
Authors: Wei Dai
Keywords: “A”brand, China, Brand loyalty
Issue Date: 30-Jan-2019
Abstract: The purpose of this paper was to reveal the independent factors affecting “A” luxury brand loyalty of Chinese university students in Songjiang District, Shanghai, China. Those independent factors were service quality, service scape, service equity, alternative attractiveness, customer participation, service risk avoidance, service episodes, competitive productivity. A total sample of 255 shoppers collected with survey questionnaire in Songjiang district in Shanghai in Wanda shopping mall. The majority of respondents were students aged 15-25 years old. Most of them were studying in schools in Songjiang District with income range from 7,500 to 40,000 baht. They went shopping 1-2 times a week, spent 2-3 hours shopping and paid less than or equal to 10,000 baht per month to buy luxury goods. The data sets utilized descriptive statistics and multiple regression analysis. The researchers found that no alternative attractiveness (β = 0.126) accounted for 6.8% positively affecting Chrisitan Brand “A” brand loyalty with statistical significant level at .01.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2018
Subjects: Brand name products
Brand loyalty
Brand choice
Advisor(s): Penjira Kanthawongs
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3789
Appears in Collections:Independent Studies - Master
Independent Studies

Files in This Item:

File Description SizeFormat
Wei Dai.pdf1.82 MBAdobe PDFView/Open
View Statistics

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.


  DSpace Software Copyright © 2002-2010  Duraspace - Feedback