PERCEIVE BRAND EQUITY AFFECTING THE LOYALTY IN COLLAGEN SUPPLEMENTS PRODUCT OF CUSTOMER IN BANGKOK

Abstract

This objective of this study was to analyses the importance of perceive brand equity affecting customer loyalty in collagen supplements products.  The sample in this study were people who have consumed collagen supplements in Bangkok. A purposive sampling method was used to collect the data from 365 samples. The statistical methods used for data analysis were descriptive statistics included percentage, mean, standard deviation and multiple regression method in hypothesis testing at level of 0.05.

 The result of this study was founded that the opinion of respondents about perceived brand equity include brand awareness, brand perceive quality and brand associations were at high level. Furthermore, the opinion of respondents about customers ‘loyalty of collagen supplements included attitude and behavior aspect were at high level. According to the result of hypothesis testing was found that perceived brand equity in each aspect affects the customers ‘loyalty in attitudes and behaviors differently. The perceived brand equity in brand associations aspect affected the most.