| Research Title |
BRAND COOLNESS, BRAND ENGAGEMENT AND
BRAND EQUITY OF LUXURY BRAND |
| 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 |
29 July 2021 |
| To |
29 July 2021 |
| Proceeding Paper |
| Volume |
- |
| Issue |
- |
| Page |
111-118 |
| Editors/edition/publisher |
|
| Abstract |
This study aims to investigate the interrelationship among Brand Coolness, Brand Engagement, and Brand Equity of luxury brands. Questionnaires were used as tools in collecting data from 234 customers in Thailand. Data collection was analyzed by using Structural Equation Modeling (SEM). The results of the study revealed that Brand Coolness has a direct and indirect influence on Brand Equity through Brand Engagement. |
| 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