International Business Management

109
Views

0
Downloads

The Analysis of Bangkok Coffee Chain ’s Consumers and the Influence of Brand Personalities on Their Purchasing Decision

Panuvat Mathews and Nuntana Udomkit
Page: 168-171 | Received 21 Sep 2022, Published online: 21 Sep 2022

By Research Area

Medicine & Public Health Life Sciences Engineering Mathematics Biomedicine Physics Chemistry Computer Science Earth Sciences Social Sciences Business and Management Psychology Materials Science Economics Education Environment Philosophy Statistics Law Political Science and International Relations Pharmacy Dentistry Energy Linguistics Geography Finance Criminology and Criminal Justice Medicine Cultural and Media Studies History Architecture / Design Literature Biomedical Sciences Religious Studies Education & Language Food Science & Nutrition Public Health

By Volume and Issue

Abstract

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.

How to cite this article:

Panuvat Mathews and Nuntana Udomkit. The Analysis of Bangkok Coffee Chain ’s Consumers and the Influence of Brand Personalities on Their Purchasing Decision.
DOI: https://doi.org/10.36478/ibm.2014.168.171
URL: https://www.makhillpublications.co/view-article/1993-5250/ibm.2014.168.171