The Effect of Brand Equity on Attitudinal Brand Loyalty in a Sole Proprietorship Fashion Clothing Business
Keywords:
Brand Equity, Brand Loyalty, Clothing Business, Sole ProprietorshipAbstract
This research article studies the effect of brand equity on attitudinal brand loyalty in a sole proprietorship fashion clothing aims to 1) measure the influence of brand equity, consisting of brand awareness, quality perception, and brand association, on brand loyalty that consumers perceive of a fashion clothing business of a sole proprietorship, and 2) explore the brand loyalty that consumers have towards a fashion clothing business of a sole proprietorship. This quantitative research was used. The sample group used was 400 consumers who purchased fashion clothing from a storefront in Ratchathewi District, Bangkok. A questionnaire was used as the data collection tool. The statistics used for data analysis were percentage, mean, frequency, standard deviation, and multiple regression analysis.
The research results were as follow 1) most respondents were female, age between 21 to 30, held a bachelor’s degree, worked as corporate employees with a monthly income between 25,001 to 40,000 Baht, the frequency of purchased clothing from stores was 3 to 4 times per month with an average between 1,001 to 1,500 Baht per purchase and The primary purpose of purchasing clothing was for personal use based on immediate liking. 2) The results of the hypothesis testing were as follow: brand equity in term of brand awareness perceived quality and brand association affected on brand loyalty in fashion clothing business with a statistical significance of .01.
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