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https://rsuir-library.rsu.ac.th/handle/123456789/1339| Title: | The influence of brand affecting the purchasing behavior of consumers of daily necessit : a case study of customer trust as the intermediary variable |
| Other Titles: | 品牌效应对日用品消费者购买行为的影响 ——以顾客信任为中介变量 |
| Authors: | Xingzhu Ma |
| metadata.dc.contributor.advisor: | Duan Yun Long |
| Keywords: | Consumer behavior -- Case studies;Product management;Brand name products -- Management |
| Issue Date: | 2022 |
| Abstract: | 品牌是一个企业赖以生存和发展的根基。在信息化时代下，信息与技术的传 播速度加快，各类日用品同质化严重，以至于消费者无法辨别产品的优劣。利用 品牌效应，企业可以通过品牌差异来体现自己产品的优势，消费者也可以通过品 牌来辨别所需商品。本文以顾客信任为中介，将品牌效应分为品牌质量、品牌形 象、品牌知名度三个维度来研究其与消费者购买行为及顾客信任之间的关系。实 证研究结果表明，品牌效应与消费者购买行为及顾客信任之间均为显著正相关， 顾客信任在品牌效应与消费者购买行为之间具有中介作用。最后，针对研究结果， 本文希望能为日用品品牌与消费者之间的关系发展提供一定的参考 |
| metadata.dc.description.other-abstract: | Brand is the foundation for a company to survive and develop. In terms of the information concerning age, the spread of information and technology is accelerating; moreover, the homogeneity of all kinds of daily necessities is so serious that consumers cannot distinguish the quality of products. Using the effects of brand, companies can reflect the advantages of their products through brand differences, and consumers can also identify the desired products through the brand. This study used customer trust as an intermediary variable and divided the effect of brand into three dimensions: brand quality, brand image, and brand awareness to study the relationship between these dimensions and consumer buying behavior and customer trust. The empirical research results showed that there was a significant positive correlation between the effect of brand, consumer buying behavior and customer trust. Furthermore, customer trust played a mediating role between the effect of brand and consumer purchasing behavior. Finally, according to the research results, this study hopes to provide a certain reference for the development of the relationship between brands of daily necessities and consumers |
| Description: | Thesis (MBA (Business Administration)) -- Rangsit University, 2021 |
| metadata.dc.description.degree-name: | Master of Business Administration |
| metadata.dc.description.degree-level: | Master's Degree |
| metadata.dc.contributor.degree-discipline: | Business Administration |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/1339 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | InCC-BA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| XINGZHU MA.pdf | 906.29 kB | Adobe PDF | View/Open |
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