The Factor Analysis of Customer-Based Brand Equity of the Black Carbonated Beverage Industry in Mueang District, Chiang Mai Province

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Published: May 28, 2021
Keywords:
Factor Analysis; Customer-Based Brand Equity; Black Carbonated Beverage

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Pongsiri Kamkankaew
School of Business Administration, Payap University, Chiang Mai Province

Abstract

The Objective of this research was to analyze the components of the customer-based brand equity of the black carbonated beverage industry in Mueang District, Chiang Mai Province. The sample group were consisted of 328 customers who have been drinking the black carbonated beverage. The research instrument was questionnaires, which tested for the reliability as 0.939 and the data analysis was done by using the factor analysis.


The results of the research found that the customer-based brand equity of the black carbonated beverage industry has four components and thirty – two variables as follows brand loyalty, brand perceived quality, brand association and brand awareness.  The factor loading of these components was 0.508 – 0.808.  In conclusion, this research was provided several key recommendations for Brand Manager’s the black carbonated beverage industry and market educator with valuable guideline for customer-based brand        equity enhancing and competitive advantage of branding enhancing.

Article Details

How to Cite
Kamkankaew, P. . (2021). The Factor Analysis of Customer-Based Brand Equity of the Black Carbonated Beverage Industry in Mueang District, Chiang Mai Province. JOURNAL OF SOUTHERN TECHNOLOGY, 5(2), 9–23. Retrieved from https://so04.tci-thaijo.org/index.php/journal_sct/article/view/251738
Issue
Vol. 5 No. 2 (2012): กรกฎาคม - ธันวาคม 2555
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Research Manuscript

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  •  Author’s right belongs to the author but Journal of Southern Technology holds the right of first publication and thus allow readers to use the article for the purpose of education but not commercial.

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