Factors Affecting Consumer’s Brand Loyalty: The Roles of Brand Identity and Brand Values Towards “CHINAG MAI BRAND”

Abstract

Creating brand loyalty was one of important marketing strategy that able to enhance sale volume, premium price ability and customer retention. Therefore, aims of this study were first, to explore value and identity of product that affect brand loyalty of consumer towards “CHIANG MAI BRAND”. Second, to explore product identity that affect “CHAING MAI BRAND” products. Sample size of this study were 400 people who bought “CHIANG MAI BRAND” products which determined by non-probability sampling by using Purposive Sampling Technique. Questionnaire was used as a research tool for collecting data with reliability (Cronbach's Alpha Coefficient) was 0.92. Several descriptive statistic were applied i.e, frequency, percentage, mean, standard deviation (SD), correlation analysis by (Pearson product-moment correlation coefficient: r), and Multiple Regression Analysis. Result indicated that majority of respondents were female who single which age between 30-49 years old. They had bachelor degree and were private officers who earn 20,001 – 30,000 baht per month. Basically, They purchased food and healthy products by themselves for 11- 15 times a month and spent 1,001- 2,000 baht at each purchased family used because trust in quality, non-toxic, and hygiene and freshness of products. Result of hypothesis testing indicated that satisfactory of brand identity of “CHIANG MAI BRAND” had relationship with brand vale of “CHIANG MAI BRAND” especially in term of (indicated to social value, emotional value, and economic value). In addition, it also shown that satisfactory of brand value of “CHIANG MAI BRAND” in term of (indicated to social value, emotional value, and economic value) had relationship with brand loyalty of “CHIANG MAI BRAND”.