| Research Title |
THE IMPACT OF BRAND COOLNESS ON BRAND SATISFACTION AND BRAND EQUITY: EVIDENCE FROM 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 Tokyo Hotel |
| Province/State |
Kyoto, Japan |
| Conference Date |
10 May 2023 |
| To |
11 May 2023 |
| Proceeding Paper |
| Volume |
2023 |
| Issue |
397 |
| Page |
25-28 |
| Editors/edition/publisher |
Institute for Technology and Research |
| Abstract |
This study aims to investigate the relationship among destination brand coolness, brand satisfaction, and brand equity in Khon Kaen, Thailand. The data were collected by questionnaire from 350 samples. The data were 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 satisfaction. |
| 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
ไทย