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Publication
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| Research Title |
Brand Experience, Brand Coolness, and Brand Equity: A Case of Domestic Tourism 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 |
This study aims to investigate the interrelationship among brand experience, brand coolness, and brand equity in Khon Kaen, Thailand. In this qualitative study, questionnaires from 350 tourists were used in a field survey. The data were analyzed by structural equation modeling (SEM). The study revealed 4 components of brand experience, including sensory, affective, behavioral, and intellectual experiences through brand coolness. Brand experience had an indirect influence on brand equity. |
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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 |
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| Citation |
0
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Journal Publication
ไทย