The relationship between brand image, brand value and Loyalty in cosmetic brand through brand influencers on social media of consumers in Phra Nakhon Si Ayutthaya Province

Abstract

     The objectives of the study were as follows. (1) To study the component and level of opinion brand image, brand value and brand loyalty in cosmetics through brand influencers on social media of consumers in Phra Nakhon Si Ayutthaya Province. (2) To study brand image and brand value affecting brand loyalty cosmetics through brand influencers on social media of consumers in Phra Nakhon Si Ayutthaya Province. The study is quantitative research by using the questionnaire as an instrument to collect data. The sample group used in this study were 400 consumers who buy cosmetics through brand influencers on social media of consumers in Phra Nakhon Si Ayutthaya Province. The results of the study found that. (1) the level of Opinion brand image, brand value and brand cosmetics loyalty through brand influencers on social media of consumers in Phra Nakhon Si Ayutthaya Province at a high level. (2) Brand image by reliability, safety and brand value by brand awareness, quality perception, and brand link affect brand loyalty cosmetics through brand influencers on social media of consumers in Phra Nakhon Si Ayutthaya Province statistically significant at 0.05 level.