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Growing Science » Uncertain Supply Chain Management » The effect of brand equity on Thai cosmetic purchasing decisions

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Uncertain Supply Chain Management

ISSN 2291-6830 (Online) - ISSN 2291-6822 (Print)
Quarterly Publication
Volume 11 Issue 4 pp. 1905-1914 , 2023

The effect of brand equity on Thai cosmetic purchasing decisions Pages 1905-1914 Right click to download the paper Download PDF

Authors: Supannika Supapon, Kanyarat Sukhawatthanakun

DOI: 10.5267/j.uscm.2023.6.001

Keywords: Brand Equity, Buying Behavior, Consumer Satisfaction, Perceived Value, Purchasing Decisions

Abstract: The research objective is to investigate the effect of brand equity on Thai cosmetic purchasing decisions. The study involved 500 individuals aged 20-59 who had purchased and used Thai cosmetic products within the past year. A multistage sampling method was employed to select the participants. Data collection was carried out using questionnaires, and both descriptive and multivariate statistical analyses were conducted, explicitly utilizing Second-order Confirmatory Factor Analysis and Structural Equation Modeling. The research results showed four factors influencing the purchasing decisions of Thai brand cosmetic products: Brand Equity, Buying Behavior, Consumer Satisfaction, and Perceived Value. The Second-order Confirmatory Factor Analysis and Structural Equation Model demonstrated that these factors met the assessment criteria when applied to the empirical data. Consequently, if a brand can establish brand equity that surpasses its competitors in the eyes of consumers, it will contribute to long-term profitability and sustained growth.

How to cite this paper
Supapon, S & Sukhawatthanakun, K. (2023). The effect of brand equity on Thai cosmetic purchasing decisions.Uncertain Supply Chain Management, 11(4), 1905-1914.

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Journal: Uncertain Supply Chain Management | Year: 2023 | Volume: 11 | Issue: 4 | Views: 1867 | Reviews: 0

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