Brand Identity, Perceived Taste and Brand Engagement influencing Repeat Purchase Behavior of Consumers: A Case Study of Coffee Business in Convenience Stores in Bangkok
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Abstract
This Article aimed to study the brand identity, perceived taste and brand engagement influencing repeat purchase behavior of consumers: A case study of coffee business in convenience stores in Bangkok. The research design is quantitative research. Samples in this study were 385 samples of consumers coffee business in convenience stores, Bangkok using accidental random sampling sample size. The research tool in this study was a questionnaire, which was statistically analyzed by using multiple regression analysis by Enter. The research results were found as follows the brand identity, perceived taste and brand engagement influencing repeat purchase behavior of consumers in Bangkok: A case study of coffee business in convenience stores. And, the correlation coefficient scales were 0.526-0.679; whereas the multiple correlation coefficient scales were 0.685 Furthermore, the multiple linear regression analysis had an overall predictive scale of 46.90% (R2=0.469) The findings of this study ascertained that brand identity could contribute to customer reliability and increase the chances of repeated purchases behavior and further recommendation to others. Furthermore, perceived taste and brand engagement as significant factors in identifying their strategic marketing plans to enhance higher repeat purchase behavior.
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References
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