| Research Title |
THE INFLUENCE OF BRAND COOLNESS, BRAND LOVE, AND BRAND ENGAGEMENT ON CUSTOMER DELIGHT OF LIVE STREAMING |
| Date of Distribution |
10 August 2024 |
| Conference |
| Title of the Conference |
International Conference on Humanities, Social Science and Business Management |
| Organiser |
WRFASE International Conference |
| Conference Place |
Hearton Hotel Kyoto |
| Province/State |
Kyoto, Japan |
| Conference Date |
10 August 2024 |
| To |
11 August 2024 |
| Proceeding Paper |
| Volume |
2024 |
| Issue |
- |
| Page |
27-31 |
| Editors/edition/publisher |
Institute for Technology and Research (ITRESEARCH) |
| Abstract |
Abstract - This study aims to examine the relationship between brand coolness, brand love, and brand engagement on customer delight in the live streaming of fashion-related commodities in Thailand. The study is qualitative research. Approximately 390 Samples were collected and analyzed using structural equation modeling (SEM). The result revealed that brand coolness influenced brand love, brand engagement, and customer delight. brand love and brand engagement also influence customer delight. |
| 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 |
true |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
|
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Publication
Journal Publication
ไทย