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การวิเคราะห์องค์ประกอบคุณค่าตราสินค้าจากมุมมองของลูกค้าในอุตสาหกรรมเครื่องดื่มน้ำอัดล
 

การวิเคราะห์องค์ประกอบคุณค่าตราสินค้าจากมุมมองของลูกค้าในอุตสาหกรรมเครื่องดื่มน้ำอัดล

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The Objective of this research was to analyze the components of the customer-based brand equity of the black carbonated beverage industry in Mueang District, Chiang Mai Province. The sample group were ...

The Objective of this research was to analyze the components of the customer-based brand equity of the black carbonated beverage industry in Mueang District, Chiang Mai Province. The sample group were consisted of 328 customers who have been drinking the black carbonated beverage. The research instrument was questionnaires, which tested for the reliability as 0.939 and the data analysis was done by using the factor analysis.
The results of the research found that the customer-based brand equity of the black carbonated beverage industry has four components and thirty – two variables as follows brand loyalty ,brand perceived quality, brand association and brand awareness. The factor loading of these components was 0.508 – 0.808.

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    การวิเคราะห์องค์ประกอบคุณค่าตราสินค้าจากมุมมองของลูกค้าในอุตสาหกรรมเครื่องดื่มน้ำอัดล การวิเคราะห์องค์ประกอบคุณค่าตราสินค้าจากมุมมองของลูกค้าในอุตสาหกรรมเครื่องดื่มน้ำอัดล Document Transcript

    • 1The Factor Analysis of Customer-Based Brand Equityof the Black Carbonated Beverage Industryin Mueang District,Chiang Mai ProvinceDepartment of Business Administration, Faculty of Business AdministrationPayap University, Chiang Mai Province.32ABSTRACTThe Objective of this research was to analyze the components of the customer-based brand equity of the black carbonated beverage industry in Mueang District, ChiangMai Province. The sample group were consisted of 328 customers who have beendrinking the black carbonated beverage. The research instrument was questionnaires,which tested for the reliability as 0.939 and the data analysis was done by using the factoranalysis.
    • 2The results of the research found that the customer-based brand equity of the blackcarbonated beverage industry has four components and thirty – two variables as followsbrand loyalty ,brand perceived quality, brand association and brand awareness. The factorloading of these components was 0.508 – 0.808.:Key Words: Factor Analysis, Customer-Based Brand Equity, black carbonated beverageCustomer – Based Brand Equity(Keller, 1993)Peterand Olson, 2008(Helander andKhalid, 2000)Aaker,4 NonAlcoholic Drinks ThailandFood and Drink Report Q1, 20116Black Carbonate Drinks
    • 32:–Survey Research
    • 4Cochrann =Accidental SamplingCheck listAaker (1991) Keller (1993)Yoo, Donthu and Lee 2000 Yoo and Donthu2001 Pappu, Quester and Cooksey 2006 Davis, Golicic and
    • 5Marquardt (2009) Tong and Hawley (2009a, 2009b) Chen and Tseng(2010) Lee and Leh (2011Likert ScaleConfirmation Factor AnalysisCronbach Coefficient AlphaHair, 20102. CorrelationHair, 20103 KMO (Kaiser-Mayer-Olkin Measure ofSampling Adequacy)Hair, 2010KMO Bartlett’s Test of SphericityKaiser-Mayer-Olkin Measure ofSampling Adequacy0.937Approx. Chi- 8707.703
    • 6Bartlett’s Test ofSphericitySquaredf 946Sig. 0.00KMOBartlett’s Test of Sphericity Chi-Squarep = 0.00 (H0)(H )Factor Rotation Orthogonal(Varimax)Hair, 2010Factor ExtractionPrinciple Component (Eigenvalues)Factor Loading 35 Hair, 2010(Eigen values
    • 73519-2 84--
    • 8Factor MeaningXXXXXXXXXXX XBrand Loyalty(Eigen Values)XXXX
    • 9XXX(Brand Perceived Quality)(Eigen Values)XXXXXXXX(Brand Association)(Eigen Values)
    • 10X0.783X 0.780X 0.774XXXXXXXXXXX
    • 11XXXXX: XXXX
    • 12XXXXXXXXXXX: XXX
    • 13X XXX(Brand Awareness)(Eigen Values)Loyalty Purchase IntentionSatisfaction RecommendPrice Premium(Eigen Values)Aaker 1991Jacoby (1971)
    • 14Allaway et al (2011)Brand enduring(Aaker and Mills, 2005)Quality LevelConsistent Quality ACategory Leader PopularityAaker 1991Aaker, 1996Villarejo-Ramos and Sanchez-Franco
    • 15Aaker, 1996Brand ValueBrand PersonalityOrganization Association Keller (1993)Aaker (1991)productevaluation (brand choices) Hatch andSchultz (2001)Aaker 1996
    • 16Webster and KellerBrand Recognition) (Brand RecallTop of mindBrand familiarity Keller(1993)RecallRecognizeunnamedWasburn and Plank (2002)
    • 17(Aaker, 1991)(Eigen Values)
    • 183.
    • 19MBA’ 19[ ]http://www.gotomanager.com/news/details.aspx?id=49932Aaker, D.A. (1991).Managing Brand Equity: Capitalization the Valueof a Brand Name. New York: Free Press.Aaker, D.A.. (1996a).Building Strong Brand. New York: the freePress.Aaker, D.A., and Mills, M. K. (2005). Strategic Market Management.John Wiley and Sons Australia.Allaway, A. W., Huddleston, P., Whipple, J., Ellinger, A. E. (2011).Customer-based brand equity, equity drivers,
    • 20and customer loyalty in the supermarket industry. Journal ofProduct & Brand Management; 2011, 20 (3); 190-204.Chen, C.F., Tseng, W. S. (2010). Exploring Customer-based brandAirline brand equity: Evidence from Taiwan.Transportation Journal, Winter. Vol. 49 Issue 1, p24-34, 11p.Cochran, L.J. (1997). Sampling Techniques. New York: Wiley.Davis, D. F., Golicic, S. L and Marquardt, A. (2009). Measuring brandequity for logistics services.The International Journal of Logistics Management. Vol. 20,No. 2: 201-212.Hatch, M.J. and Schultz, M. (2001). Are the strategic signs aligned foryour corporate brand?,Harvard Business review, February, 1-8.Hair, Joseph F. Jr., Black, William C., Babin, Barry J. and Anderson,Rolph E. (2010). MultivariateData Analysis: A Global Perspective. Pearson Education, Inc.,Upper Saddle River, NewJersey, USA. Seventh Edition.Helander, M.G. and Khalid, H.M. “Modeling the customer in electroniccommerce”, Applied Ergonomics. 31(6):609-619; 2000.Jacoby, J. (1971). A model of multi-brand Loyalty. Journal ofAdvertising Research, 11(3). 25-31.Keller, Kevin Lane. (1993). ). “Conceptualizing, Measuring., &Managing Customer-Based Brand Equity”.Journal of Marketing. January 57 : 1-22.
    • 21Lee., G. C., Leh., F. C. Yew. (2011). Dimensions of Customer-BasedBrand Equity: A Study on MalaysianBrands.Journal of Marketing Research and Case Studies.Pappu, R., Quester, P. G. and Cooksey, R. W.(2006). Consumer-based brand equity; improving the measurement –empiricalevidence. The Journal of product and brand management; 24. 143-154.Peter, P. J. & Olson, J. C. (2008). Consumer Behavior and MarketingStrategy. (8 th ed.). New York: McGraw-Hill.Thailand Food and Drink Report Q1. (2010). Business MonitorInternational Ltd.Tong X. and Hawley T.,M. (2009a). Creating brand equity in theChinese clothing market: the Effect ofselected marketing activities on brand equity dimensions.Journal of Fashion Marketing and Management. 13: 566-581.Tong X. and Hawley T.,M. _. b Measuring customer – basedbrand equity: empirical evidence from thesportswear market in china. Journal of Product and BrandManagement. April, 18 :Villarejo-Ramos, A. F. and M.J. Sanchez-Franco, 2005.‘The Impact ofMarketing Communicationand Price Promotion on Brand Equity.Brand Management,12(6), pp. 431-444.Washburn, J and Plank, R. E. (2002). Measuring Brand equity: anEvaluation of a Consumer-Based Brand Equity
    • 22Scale. Journal of Marketing Theory and Practice; Winter; 10.46-62.Webster, F.E. Jr and Keller, K.L. (2004), “A roadmap for branding inindustrial markets”, BrandManagement, Vol. 11 No. 5, pp. 388-402.Yoo, B., Donthu, N. and Lee, S. (2000). An Examination of Selectedmarketing Mix Elements and brand equity.Academy of Marketing Science. Journal; Spring; 28. 198-211.________________ . (2001).Developing and validating amultidimensional consumer-based brand equity scale.Journal of business Research, 25; 1-14.–