BRAND EQUITY AFFECTING CUSTOMER LOYALTY OF CHANAPHAT SHOP

Abstract

The purposes of this research were 1) to study the level of brand equity and the level of customer loyalty of Chanaphat Shop. 2) to study the brand equity affecting the customer loyalty of Chanaphat Shop. This is quantitative research. The sample group was 388 customers of Chanaphat Shop. The research instrument used for the data collection was questionnaires. In data analyzing process, this research used descriptive statistics for percentage, mean, standard deviation and analytical inferential statistics through multiple regressions. The findings showed that the sample group had their overall opinions on the level of brand equity and was at the highest level. The findings also found that the brand equity factors, including brand awareness and brand loyalty, were both rated at the highest level. While perceived quality was rated at a high level the study also found that overall brand equity, along with its dimensions of brand awareness, brand loyalty and perceived quality had a statistically significant effect on customer loyalty at the .05 level.