Brand Image and Brand Equity toward Purchase Decisions of Branded Sports Shoes Among Bangkok Residents

Abstract

This research aims to study 1) the brand image factors influencing purchase decisions; and 2) the brand equity factors influencing purchase decisions of branded sports shoes among Bangkok residents. The sample consisted of 385 Bangkok residents, purchasing branded sports shoes, determined according to Cochran's (1977) method and selected through accidental sampling. The research tool had an Index of Item-Objective Congruence (IOC) value of 1.00, and Cronbach's alpha reliability coefficients ranging from 0.778 to 0.926. Data were collected using a questionnaire, and statistical analysis methods included multiple regression analysis. The findings of this study showed that 1) brand image in terms of attributes, benefits, value, and user personality significantly influenced purchase decisions for branded sports shoes among Bangkok residents, with correlation coefficients ranging from 0.695 to 0.843, a multiple correlation coefficient (R) of 0.882, and a predictive coefficient (R2) with a cumulative predictive power of 77.80%; and 2) brand equity regarding brand awareness, perceived quality, and brand associations had a statistically significant influence on the purchase decision for branded sports shoes among Bangkok residents at the 0.05 level, with correlation coefficients between 0.565 and 0.863, a multiple correlation coefficient (R) of 0.892, and a predictive coefficient (R2) indicating a total predictive power of 79.50%.