| Research Title |
BRAND COOLNESS, BRAND SATISFACTION, AND BRAND EQUITY: A CASE OF MICE IN THAILAND |
| Date of Distribution |
10 May 2023 |
| Conference |
| Title of the Conference |
WRFASE International Conference |
| Organiser |
World research forum for advances in science and engineering |
| Conference Place |
Kyoto Tokyu Hotel |
| Province/State |
Kyoto, Japan |
| Conference Date |
10 May 2023 |
| To |
11 May 2023 |
| Proceeding Paper |
| Volume |
2023 |
| Issue |
397 |
| Page |
29-32 |
| Editors/edition/publisher |
Institute for Technology and Research |
| Abstract |
The present study examines the relationship between Brand Coolness, Brand Satisfaction, and Brand Equity in the context of Khon Kaen MICE destination. The questionnaire was used to conduct data from 360 MICE tourists in Khon Kaen. The data were evaluated by using path analysis. The result demonstrated that Brand Coolness has a direct and indirect significant influence on brand equity through brand satisfaction. The essence of this study is to the expanding new knowledge of the literature on MICE City. |
| 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 |
false |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
|
|
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Publication
Journal Publication
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