The Impact of Brand Awareness and Social Marketing Media on Thai Consumqr Brand Loyalty for Buying New Brand of European Automobile

Abstract

The purpose of this research was to study the impact of brand awareness and social marketing media on Thai consumer brand loyalty for buying new brand of European automobile. The 157 respondents were the Thai people who have European automobile or interest in European automobile. Researcher used the questionnaire as the research tool to distribute the questionnaires to collect the date from the respondents. The Multiple Regressior was employed for hypothesis testing at 0.05 level of statistically significance. The result were found that brand awareness and social marketing media impact on Thai consumer brand loyalty for buying new brand of European automobile.