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Demographic Factors and Brand Experience Affecting Sport Brand Advocacy of Consumers in Khon Kaen Province

Author

Listed:
  • Kritthana Janwattanaphanit

    (Khon Kaen University/Faculty of Business Administration and Accountancy, Thailand)

  • Pensri Jaroenwanit

    (Khon Kaen University/Faculty of Business Administration and Accountancy, Thailand)

Abstract

The purpose of this research was to study the demographic and brand experience factors that affected the brand advocacy in sporting goods businesses. The sample groups were the consumers who have used these services before and currently still used sport. The number of the consumers was 400 persons. The research instrument was a questionnaire. The data were analyzed by using descriptive statistics such as frequency, mean, and standard deviation, t-test, f-test, one way ANOVA and Pearson’s Product Moment Correlation Coefficient at 0.05 level of statistical significance.The result of the research indicated that demographic characteristics and brand experience factors had different effects on the consumer sports brand advocacy in Khon Kaen Province significantly at .05 levels.

Suggested Citation

  • Kritthana Janwattanaphanit & Pensri Jaroenwanit, 2020. "Demographic Factors and Brand Experience Affecting Sport Brand Advocacy of Consumers in Khon Kaen Province," Proceedings of the 19th International RAIS Conference, October 18-19, 2020 026kj, Research Association for Interdisciplinary Studies.
    • Handle: RePEc:smo:bpaper:026kj
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    Keywords

    Brand Experience; Brand Advocacy;

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