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Brand equity affects brand loyalty of the bottled mineral drinking water in Thailand

Author

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  • Kittipa Wichailert

    (College of Graduate Study in Management, Khon Kaen University, Thailand)

  • Khanchitpol Yousapornpaiboon

    (College of Graduate Study in Management, Khon Kaen University, Thailand)

Abstract

This study focused on the brand equity that affects brand loyalty of the bottled mineral drinking water by integrating brand equity and brand loyalty models. This study adopted self-administered questionnaires to collect data and used quantitative data analysis. Four hundred of customers who drank the bottled mineral drinking water were collected. The sample was selected using purposive sampling method. The statistics used to analyze data were frequency, percentage, mean, standard deviation, and multiple regression analysis. The result indicates a mediating relationship among the dimensions of brand equity and brand loyalty. The result from multiple regressions showed significant level 0.000 for brand equity that affects brand loyalty of the bottled mineral drinking water. When broken into details, brand association and brand perceived quality significantly affect brand loyalty. As well as the combined effect of the model indicated that 52.6 percent of the total variance in brand equity affects brand loyalty of the bottled mineral drinking water.

Suggested Citation

  • Kittipa Wichailert & Khanchitpol Yousapornpaiboon, 2017. "Brand equity affects brand loyalty of the bottled mineral drinking water in Thailand," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 3(4), pages 180-191.
    • Handle: RePEc:apb:jabsss:2017:p:180-191
    DOI: 10.20474/jabs-3.4.3
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    References listed on IDEAS

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    1. Jean-Noël Kapferer, 1992. "Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity," Post-Print hal-00788649, HAL.
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    Cited by:

    1. Nunu Lugina & Dedi Rudiana & Asep Budiman & Adhitya Rahmat Taufiq, 2019. "The Role of Awareness in Creating Cultural Brand Through Identity (Case of Indonesian Batik)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(3), pages 119-130.
    2. Juhi Gahlot Sarkar, 2019. "Managing brand strength in a brand portfolio: A conceptual analysis," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 5(4), pages 219-227.
    3. Mawaddah Ilona Maslikhan, 2019. "The Effect of Negative Publicity on Brand Equity (Image Attitude, and Purchase Intention) in Indonesia: Case of Dolce and Gabbana Racism Scandal," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(3), pages 145-154.
    4. Hidayat Asep Tarman & Soeaidy Mohammad Soleh & Arisman Ari & Taufiq Adhitya Rahmat, 2019. "Leveraging Brand Equity by Applying Brand Communication and Forming City Branding Based on Unique Selling Proposition (A Case of Crafts City)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(2), pages 74-83.
    5. Hinlayagan Kymwell Recamadas, 2018. "A path analysis of customer loyalty of homegrown coffee shops in Davao region," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 4(4), pages 185-195.

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