THE INFLUENCE OF BRAND PERCEPTION ON BRAND LOYALTY: A COMPARATIVE STUDY BETWEEN THAI DESIGNER FASHION BRANDS AND GLOBAL DESIGNER FASHION BRANDS

Abstract

This study aimed to examine the levels of brand perception and brand loyalty, analyze the influence of brand perception on brand loyalty, and compare these influences between Thai designer fashion brands and global designer fashion brands. The sample consisted of 400 consumers aged 18 years and over who had purchased or used fashion products from both types of brands within the previous year. The sample was divided equally into Thai designer fashion brand and global designer fashion brand groups, with 200 respondents in each group, using quota sampling. Data were collected through a questionnaire and analyzed using descriptive statistics, multiple regression analysis, and a Z-test for comparing regression coefficients. The results showed that consumers reported high levels of brand perception and brand loyalty for both types of brands. For Thai designer fashion brands, brand association (β = .429) and brand awareness (β = .285) had significant positive influences on brand loyalty, while brand image and perceived quality were not statistically significant in the model. For global designer fashion brands, brand image (β = .419) and perceived quality (β = .390) had significant positive influences on brand loyalty, whereas brand awareness and brand association were not statistically significant. Furthermore, the regression coefficients for all four dimensions of brand perception differed significantly between the two types of brands. Brand awareness and brand association had higher coefficients for Thai designer fashion brands, whereas brand image and perceived quality had higher coefficients for global designer fashion brands. However, these findings should be interpreted with caution because some independent variables were highly correlated and several variables had VIF values above 5.