ประสบการณ์ตราสินค้าที่ส่งผลต่อความภักดีในตราสินค้าเครื่องประดับเงินแบรนด์ไทย

Abstract

The objective of this research was to study brand experience that affected brand loyalty of Thai silver jewelry brand. The purposive sampling were 385 consumers of the Millennium group in Thailand who had purchased and / or used to wear Thai silver jewelry. The research methodology was quantitative research using online questionnaire for data collection. The statistics used are frequency, percentage, mean, standard deviation and the multiple regression analysis. The results showed that majority of consumers are female age between 21 to 28 years old with a career as an employee of private company. They hold a bachelor's degree, single and have average monthly income 10,001-20,000 baht. The most of consumers usuatly bough a few brands of Thai Silver Jewelry. They also have a high level of brand experience and brand loyalty. In addition, it was found that three aspects of brand experience that could predict the positive influence on brand loyalty in Thai silver jewelry brand with statistically significant at 0.01 level. Sensory brand experience (B = 0.385), Relational brand experience (B = 0.255) and Behavioral brand experience (3 = 0.156) respectively. These factors have been shown to explain brand loyalty in Thai silver jewelry brand at 44.9 % (R° = 0.449) In conclusion, as the results mentioned Thai silver jewelry entrepreneurs should create a good brand experience by designing products to look beautiful to impress the wearer, and can be disassembled and changeable in a variety of styles. And organizing event marketing for members to participate. These meet ups may strongly contribute to building and maintaining member relationships of Thai silver jewelry group.