|
|
Publication
|
| Research Title |
BRAND LEADERSHIP, BRAND TRUST, AND BRAND LOYALTY
OF FASHION BRAND IN E-MARKETPLACE.
|
| Date of Distribution |
24 July 2021 |
| Conference |
| Title of the Conference |
International Conference on Business, Social Sciences, Economics and Technology 2021 (ICBSET2021) |
| Organiser |
Global Academia Network |
| Conference Place |
Malaysia |
| Province/State |
Kuala Lumpur |
| Conference Date |
24 July 2021 |
| To |
24 July 2021 |
| Proceeding Paper |
| Volume |
- |
| Issue |
- |
| Page |
89-96 |
| Editors/edition/publisher |
|
| Abstract |
The study aims to investigate the interrelationship among brand leadership, brand trust, and brand loyalty of fashion brands in the E-Marketplace. The data was collected by online questionnaire from 400 samples in Thailand. Then data were analyzed by using Structural Equation Modeling (SEM). The study results revealed that brand leadership influences direct and indirect brand loyalty through brand trust. Overall, Brand Leadership Model can explain 20% of brand trust and 39% of brand loyalty. |
| 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
|
|
|
|
|
|
|
|
|
Journal Publication
ไทย