| Research Title |
BRAND EXPERIENCE, BRAND TRIBALISM AND BRAND
ADVOCACY |
| 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 |
|
| Conference Date |
4 July 2020 |
| To |
5 July 2020 |
| Proceeding Paper |
| Volume |
2020 |
| Issue |
1 |
| Page |
34-42 |
| Editors/edition/publisher |
Academia Industry Networks (002911676-U) Kajang, Selangor, Malaysia |
| Abstract |
This study aims to investigate the interrelationship among Brand
Experience, Brand Tribalism, and Brand Advocacy in Thailand. Questionnaires were
used as tools in collecting data from 230 sportswear consumers. Data collection was
analyzed by using Path Analysis. The results of the study revealed that Brand
Experience has the direct and indirect influence on Brand Advocacy through Brand
Tribalism. |
| Author |
|
| 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 |
|
| Citation |
0
|
|
|
Publication
Journal Publication
ไทย