The Influence of Brand Image, Brand Identity, Perceived Value, and Brand Love on Brand Evangelism of Smartphone Users in Thailand
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Abstract
This research aims to study the factors influencing brand evangelism to smartphones, focusing on four factors: brand image, brand identity, perceived value, and brand love. The sample group for this study consists of 800 consumers who have been using iPhone and Samsung smartphones for at least six months. This is a quantitative research study that uses a questionnaire as the research instrument. Convenience sampling was employed, and the data were analyzed using percentage, mean, and regression analysis to test the hypotheses. The findings indicate that the factors of brand image, brand identity, perceived value, and brand love significantly influence brand evangelism at a 0.00 statistical level. The results of this research are beneficial for developing marketing and brand communication strategies to foster brand evangelism, which will strengthen the brand and provide a competitive advantage
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