The Development of Dimensions and Brand Personalities of Thai and Foreign Brands for Thai Consumers and the Influence of Brand Personalities on Brand Loyalty
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Abstract
This research article aimed to (1) develop brand personality dimensions and traits for Thai consumers using exploratory and confirmatory factor analysis. and (2) investigate the impact of brand personality on brand loyalty. This study used mixed methods research. First, qualitative research, Uses a structured interview form. Interviews with key informants, leading advertising agencies, and publishers. Selective random sampling, totaling 8 people, in order to obtain preliminary brand personality traits. with content analysis. and quantitative research was conducted by surveying 964 consumers from across the country. Multi-stage random sampling through 18 product groups from 54 brands and elemental analysis in Factor Analysis.
The research result found 3 Thai brand personality dimensions: Sincerity, Sophistication, and Openness. The 1st dimension consisted of brand personality traits namely Modesty, Tendermindedness, Elderly-respect, Trust, Altruism, and Deliberation. The 2nd dimension comprised 3 brand personality traits including Good-looking, Attractive, and Up to date. Lastly, the 3rd dimension consisted of Ideas, Values, and Fantasy. This study also found that brand personality influenced loyalty. In addition, Modesty is the most distinguished trait that may suit Thai branding strategy and the Elderly-respect trait has never been discovered in past literature and has been known as a characteristic of Thai people.
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Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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