THE RELATIONSHIP BETWEEN BRAND IMAGE AND BRAND LOYALTY OF COCA-COLA OF GENERATION Y IN BANGKOK

Abstract

This research aims to study the relationship between brand image and brand loyalty toward Coca-Cola among Generation Y consumers in Bangkok. The carbonated beverage market is highly competitive and has a significant market value, particularly in tropical countries like Thailand, where demand continues to grow. The study seeks to identify the factors influencing brand loyalty toward Coca-Cola, including both demographic factors and six dimensions of brand image: attributes, benefits, values, culture, personality, and user. This quantitative research collected data through an online questionnaire from a sample of 400 respondents and analyzed the data using statistical methods. The findings revealed that among demographic variables, only education level had a statistically significant influence on brand loyalty, with a negative correlation—higher education levels were associated with lower brand loyalty to Coca-Cola. Regarding brand image, five out of six dimensions had a significant influence on brand loyalty (p<0.001): benefits, values, personality, culture, and user, with values having the strongest influence. The attributes dimension did not show a statistically significant effect. The results suggest that consumers place great importance on the values a brand delivers, which can foster increased brand loyalty.