TY  - JOUR
T1  - The Analysis of Bangkok Coffee Chain ’s Consumers and the Influence of Brand Personalities on Their Purchasing Decision
AU - Udomkit, Nuntana AU - Mathews, Panuvat 
JO  - International Business Management
VL  - 8
IS  - 3
SP  - 168
EP  - 171
PY  - 2014
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2014.168.171
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2014.168.171
KW  - Brand personality
KW  -consumer personality
KW  -purchasing intention
KW  -coffee
KW  -Bangkok
AB  - This research contains 2 parts. The first part explores the relationship between 
  brand personality and consumer personality of the coffee chain’s consumers 
  in Bangkok. The second part further, explores the influence of brand personalities 
  on purchasing decision of coffee chains’ consumers in Bangkok. Aaker 5 
  dimensions of brand personality namely sincerity, excitement, competence, sophistication 
  and ruggedness was adopted as a framework for analysis. The results showed that 
  there is a significant correlation between consumer personalities and brand 
  personalities in all dimensions. However, competence brand personality is the 
  only dimension that significantly influenced purchasing intention of coffee 
  chains’ consumers in Bangkok.
ER  -