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.

1. 1
The Factor Analysis of Customer-Based Brand Equity
of the Black Carbonated Beverage Industry
in Mueang District,Chiang Mai Province
Department of Business Administration, Faculty of Business Administration
Payap University, Chiang Mai Province.
32
ABSTRACT
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.

2. 2
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.
:
Key Words: Factor Analysis, Customer-Based Brand Equity, black carbonated beverage
Customer – Based Brand Equity
(Keller, 1993)
Peter
and Olson, 2008
(Helander and
Khalid, 2000)
Aaker,
4 Non
Alcoholic Drinks Thailand
Food and Drink Report Q1, 2011
6
Black Carbonate Drinks

3. 3
2
:
–
Survey Research

4. 4
Cochran
n =
Accidental Sampling
Check list
Aaker (1991) Keller (1993)
Yoo, Donthu and Lee 2000 Yoo and Donthu
2001 Pappu, Quester and Cooksey 2006 Davis, Golicic and

5. 5
Marquardt (2009) Tong and Hawley (2009a, 2009b) Chen and Tseng
(2010) Lee and Leh (2011
Likert Scale
Confirmation Factor Analysis
Cronbach Coefficient Alpha
Hair, 2010
2. Correlation
Hair, 2010
3 KMO (Kaiser-Mayer-Olkin Measure of
Sampling Adequacy)
Hair, 2010
KMO Bartlett’s Test of Sphericity
Kaiser-Mayer-Olkin Measure of
Sampling Adequacy
0.937
Approx. Chi- 8707.703

6. 6
Bartlett’s Test of
Sphericity
Square
df 946
Sig. 0.00
KMO
Bartlett’s Test of Sphericity Chi-Square
p = 0.00 (H0)
(H )
Factor Rotation Orthogonal
(Varimax)
Hair, 2010
Factor Extraction
Principle Component (Eigen
values)
Factor Loading 35 Hair, 2010
(Eigen values

7. 7
35
19-2 84
--

8. 8
Factor Meaning
X
X
X
X
X
X
X
X
X
X
X X
Brand Loyalty
(Eigen Values)
X
X
X
X

9. 9
X
X
X
(Brand Perceived Quality)
(Eigen Values)
X
X
X
X
X
X
X
X
(Brand Association)
(Eigen Values)

10. 10
X
0.783
X 0.780
X 0.774
X
X
X
X
X
X
X
X
X
X
X

11. 11
X
X
X
X
X
: X
X
X
X

12. 12
X
X
X
X
X
X
X
X
X
X
X
: X
X
X

13. 13
X X
X
X
(Brand Awareness)
(Eigen Values)
Loyalty Purchase Intention
Satisfaction Recommend
Price Premium
(Eigen Values)
Aaker 1991
Jacoby (1971)

14. 14
Allaway et al (2011)
Brand enduring
(Aaker and Mills, 2005)
Quality Level
Consistent Quality A
Category Leader Popularity
Aaker 1991
Aaker, 1996
Villarejo-Ramos and Sanchez-Franco

15. 15
Aaker, 1996
Brand Value
Brand Personality
Organization Association Keller (1993)
Aaker (1991)
product
evaluation (brand choices) Hatch and
Schultz (2001)
Aaker 1996

16. 16
Webster and Keller
Brand Recognition) (Brand Recall
Top of mind
Brand familiarity Keller
(1993)
Recall
Recognize
unnamed
Wasburn and Plank (2002)

17. 17
(Aaker, 1991)
(Eigen Values)

18. 18
3.

19. 19
MBA’ 19
[ ]
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