Brand Equity Brand Personality and Values that Affects the Decision to buy Basketball Shoes of Basketball Players in Phitsanulok Province

Authors

  • Watcharaphong Khamkaew Master of Business Administration in Applied Management Faculty of Management Science, Pibulsongkram Rajabhat University
  • Lassada Yawila Master of Business Administration in Applied Management Faculty of Management Science, Pibulsongkram Rajabhat University
  • Rattana Sittioum Master of Business Administration in Applied Management Faculty of Management Science, Pibulsongkram Rajabhat University

Keywords:

Purchase decision, Value, Brand Equity, Brand personality

Abstract

This research is a quantitative research. The objectives were to 1) study the Brand Equity ​​that affect the decision to buy basketball shoes of basketball players in Phitsanulok Province. 2) Study the Personality of the brand that affects the decision to buy basketball shoes of basketball players in Phitsanulok Province. 3) To study the Values ​​that affect the decision to buy basketball shoes of basketball players in Phitsanulok Province. Without knowing the population Area-specific randomization was used for 323 people. The research instruments were questionnaires, 5-level estimation scales, using multiple regression analysis. Affects the decision to buy basketball shoes of basketball players in Phitsanulok province. The statistical significance of 0.05 was predictive of 1.43%. Brand personality in innovation and luxury. Affects the decision to buy basketball shoes of basketball players in Phitsanulok province. The statistical significance at 0.05 was predictive of 3.61%. Social and personal values. Affects the decision to buy basketball shoes of basketball players in Phitsanulok province. statistically significant at 0.05 can predict 2.67%.

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Published

2022-03-23

Issue

Vol. 8 No. 3 (2022): March 2022

Section

บทความวิจัย (Research article)