CAUSAL RELATIONSHIP MODEL OF BRAND LOYALTY ON SOCIAL MEDIA OF UNIQLO CONSUMERS IN BANGKOK AND VICINITY
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Abstract
The objectives of this research are 1) to build a causal relationship model of brand loyalty on social media of consumers in Bangkok and vicinity 2) to investigate the concordance between the causal relationship model of brand loyalty on social media of UNIQLO consumers and the empirical data. This research is a quantitative research using online questionnaires to collect data from a sample group of 309 consumers. The statistics used in data analysis were frequency, percentage, mean, standard deviation, skewness value, kaleidoscope, and structural equation model was used to analyze causal relationships to find the path of the causal influence of the variables. Research findings showed that the casual relationship model developed under empirical data. A predictive coefficiency of 0.88 represents the casual factor of consumers in Bangkok and vicinity on brand image, brand experience, brand trust, and brand loyalty. They had a significantly positive relationship with the brand loyalty on social media of UNIQLO consumers in Bangkok and vicinity was statistically significant.
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