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Publication
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| Research Title |
BRAND EXPERIENCE, BRAND LOVE AND BRAND
ADVOCACY: A CASE OF PREMIUM SMARTPHONE |
| Date of Distribution |
4 July 2020 |
| Conference |
| Title of the Conference |
2nd International Conference on Inter-Disciplinary, Social Science Business, Technology, Education and Economics (ISBTEC2020) |
| Organiser |
Academia Industry Networks |
| Conference Place |
Hotel Istana Kuala Lumpur, Malaysia |
| Province/State |
Kuala Lumpur, Malaysia |
| Conference Date |
4 July 2020 |
| To |
5 July 2020 |
| Proceeding Paper |
| Volume |
2020 |
| Issue |
1 |
| Page |
26-33 |
| Editors/edition/publisher |
Academia Industry Networks (002911676-U), Kajang, Selangor, Malaysia |
| Abstract |
This study aims to investigate the interrelationship among Brand Experience, Brand Love, and Brand Advocacy of premium smartphone in Bangkok, Thailand. Questionnaires were used as tools in collecting data from 460 customers. Data collection was analysed using Path Analysis. The results of the study revealed that Brand Experience, consisting of Sensory, Affective, Behavioral, and Intellectual, has an indirect influence on Brand Advocacy through Brand Love. In another, the results supported two hypotheses of the study that showed 26% explains with Brand Love, and 76% explains to Brand Advocacy. This study was expected to expand the growing body on the marketing literature and help develop strategies that appeal to customers and strengthening their brand advocacy. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
ไทย