IDEAS home Printed from https://ideas.repec.org/a/apb/jabsss/2017p180-191.html
   My bibliography  Save this article

Brand equity affects brand loyalty of the bottled mineral drinking water in Thailand

Author

Listed:
  • Kittipa Wichailert

    (College of Graduate Study in Management, Khon Kaen University, Thailand)

  • Khanchitpol Yousapornpaiboon

    (College of Graduate Study in Management, Khon Kaen University, Thailand)

Abstract

This study focused on the brand equity that affects brand loyalty of the bottled mineral drinking water by integrating brand equity and brand loyalty models. This study adopted self-administered questionnaires to collect data and used quantitative data analysis. Four hundred of customers who drank the bottled mineral drinking water were collected. The sample was selected using purposive sampling method. The statistics used to analyze data were frequency, percentage, mean, standard deviation, and multiple regression analysis. The result indicates a mediating relationship among the dimensions of brand equity and brand loyalty. The result from multiple regressions showed significant level 0.000 for brand equity that affects brand loyalty of the bottled mineral drinking water. When broken into details, brand association and brand perceived quality significantly affect brand loyalty. As well as the combined effect of the model indicated that 52.6 percent of the total variance in brand equity affects brand loyalty of the bottled mineral drinking water.

Suggested Citation

  • Kittipa Wichailert & Khanchitpol Yousapornpaiboon, 2017. "Brand equity affects brand loyalty of the bottled mineral drinking water in Thailand," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 3(4), pages 180-191.
    • Handle: RePEc:apb:jabsss:2017:p:180-191
    DOI: 10.20474/jabs-3.4.3
    as

    Download full text from publisher

    File URL: https://tafpublications.com/platform/Articles/full-jabs3.4.3.php
    Download Restriction: no
    File URL: https://tafpublications.com/gip_content/paper/Jabs-3.4.3.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.20474/jabs-3.4.3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Jean-Noël Kapferer, 1992. "Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity," Post-Print hal-00788649, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hidayat Asep Tarman & Soeaidy Mohammad Soleh & Arisman Ari & Taufiq Adhitya Rahmat, 2019. "Leveraging Brand Equity by Applying Brand Communication and Forming City Branding Based on Unique Selling Proposition (A Case of Crafts City)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(2), pages 74-83.
    2. Nunu Lugina & Dedi Rudiana & Asep Budiman & Adhitya Rahmat Taufiq, 2019. "The Role of Awareness in Creating Cultural Brand Through Identity (Case of Indonesian Batik)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(3), pages 119-130.
    3. Hinlayagan Kymwell Recamadas, 2018. "A path analysis of customer loyalty of homegrown coffee shops in Davao region," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 4(4), pages 185-195.
    4. Juhi Gahlot Sarkar, 2019. "Managing brand strength in a brand portfolio: A conceptual analysis," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 5(4), pages 219-227.
    5. Mawaddah Ilona Maslikhan, 2019. "The Effect of Negative Publicity on Brand Equity (Image Attitude, and Purchase Intention) in Indonesia: Case of Dolce and Gabbana Racism Scandal," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(3), pages 145-154.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hatch, Mary Jo & Schultz, Majken, 2013. "The dynamics of corporate brand charisma: Routinization and activation at Carlsberg IT," Scandinavian Journal of Management, Elsevier, vol. 29(2), pages 147-162.
    2. Rasoul Azadi & BAHRAM YOUSEFI & HOSSEIN EYDI, 2016. "The Impact of the sponsorship in the Sport in promoting brand equity of sportswear industry," International Journal of Business and Management, International Institute of Social and Economic Sciences, vol. 4(2), pages 19-32, May.
    3. Henderson, Geraldine R. & Iacobucci, Dawn & Calder, Bobby J., 1998. "Brand diagnostics: Mapping branding effects using consumer associative networks," European Journal of Operational Research, Elsevier, vol. 111(2), pages 306-327, December.
    4. Yuan, Ruizhi & Liu, Martin J. & Luo, Jun & Yen, Dorothy A., 2016. "Reciprocal transfer of brand identity and image associations arising from higher education brand extensions," Journal of Business Research, Elsevier, vol. 69(8), pages 3069-3076.
    5. Liu, Sindy & Perry, Patsy & Moore, Christopher & Warnaby, Gary, 2016. "The standardization-localization dilemma of brand communications for luxury fashion retailers' internationalization into China," Journal of Business Research, Elsevier, vol. 69(1), pages 357-364.
    6. James Caccamo, 2009. "The Ethics of Branding in the Age of Ubiquitous Media: Insights from Catholic Social Teaching," Journal of Business Ethics, Springer, vol. 90(3), pages 301-313, December.
    7. Ioannis Rizomyliotis & Athanasios Poulis & Kleopatra Konstantoulaki & Apostolos Giovanis, 2021. "Sustaining brand loyalty: The moderating role of green consumption values," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 3025-3039, November.
    8. Mihalis Kavaratzis & G. J. Ashworth, 2005. "City Branding: An Effective Assertion Of Identity Or A Transitory Marketing Trick?," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 96(5), pages 506-514, December.
    9. Kriegbaum, Catharina, 1998. "Valuation of Brands - A Critical Comparison of Different Methods," EconStor Preprints 104968, ZBW - Leibniz Information Centre for Economics.
    10. Sangeeta Devanathan, 2020. "Indian Consumers’ Assessment of ‘Luxuriousness’: A Comparison of Indian and Western Luxury Brands," IIM Kozhikode Society & Management Review, , vol. 9(1), pages 84-95, January.
    11. Manfred Bruhn & Andrea Gröppel-Klein & Manfred Kirchgeorg, 2023. "Managerial marketing and behavioral marketing: when myths about marketing management and consumer behavior lead to a misconception of the discipline," Journal of Business Economics, Springer, vol. 93(6), pages 1055-1088, August.
    12. Chien-Ting Chiang & Ying-Chieh Chen, 2023. "The Effect of Destination Brand Identity on Tourism Experience: The Case of the Pier-2 Art Center in Taiwan," Sustainability, MDPI, vol. 15(4), pages 1-13, February.
    13. Maria Vernuccio, 2018. "What is happening to the brand?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(4), pages 7-13.
    14. Abhishek Mishra & Satyabhushan Dash & Naresh Malhotra, 2015. "An integrated framework for design perception and brand equity," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(1), pages 28-44, June.
    15. Cruz Tarrillo, Jose Joel & Haro Zea, Karla Liliana & Soria Quijaite, Juan Jesús, 2022. "Revisión sistemática: situación actual de la personalidad de marca para el posicionamiento estratégico," Revista Tendencias, Universidad de Narino, vol. 23(1), pages 315-340, January.
    16. Tseng-Ping Chiu & Derrick Jessey Yang & Min-Yuan Ma, 2023. "The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness," Sustainability, MDPI, vol. 15(17), pages 1-15, August.
    17. Singh Dara Singh Karpal & Islam Md. Aminul, 2017. "Validating an instrument for measuring brand equity of CSR driven organizations in Malaysia," Management & Marketing, Sciendo, vol. 12(2), pages 237-251, June.
    18. Burmann, Christoph & Jost-Benz, Marc & Riley, Nicola, 2009. "Towards an identity-based brand equity model," Journal of Business Research, Elsevier, vol. 62(3), pages 390-397, March.
    19. Wang, Haizhong & Liu, Di, 2020. "The differentiated impact of perceived brand competence type on brand extension evaluation," Journal of Business Research, Elsevier, vol. 117(C), pages 400-410.
    20. Jin, Xin & Weber, Karin, 2013. "Developing and testing a model of exhibition brand preference: The exhibitors' perspective," Tourism Management, Elsevier, vol. 38(C), pages 94-104.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:apb:jabsss:2017:p:180-191. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Professor Dr. Usman Raja (email available below). General contact details of provider: https://tafpublications.com/platform/published_papers/9 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.