Brand Equity Affecting The Buying Decision of Under Armour Sportswear Brand in Bangkok Metropolitan Region

Abstract

The objective of this research was to study part of brand equity are (1) brand awareness (2) brand associations (3) brand perceived quality and (4) brand loyalty had effect to the buying decision for Under Armour sportswear brand in Bangkok Metropolitan region.

The research data was collected by sampling the online - distributed questionnaires to 400 customers who have been using the Under Armour sportswear and have been living in Bangkok Metropolitan region (Nakhon Pathom Province, Nonthaburi Province, Pathum Thani Province, Samut Prakan Province and Samut Sakhon). The data analysis was conducted by using the descriptive statistics including frequency, percentage, mean, standard deviation and the inferential statistics.

The results of this research showed that most respondents were unmarried male, age between 20-29 years old who work in private company, graduated bachelor’s degree and the average monthly income of 15,000 - 35,000 baht. Brand equity had effect to the buying decision for Under Armour sportswear brand in Bangkok Metropolitan region. When considering each part of brand equity showed all part of brand equity had effect to the buying decision for Under Armour sportswear brand.