Mink Chungviwatanant | Assumption University of Thailand (original) (raw)
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Papers by Mink Chungviwatanant
Purpose -The objective of this paper is to explore the antecedents of brand loyalty in the chocol... more Purpose -The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market. Design/methodology/approach -A large sample of 808 effective responses was collected through an online questionnaire that was posted on the Facebook wall of a Finnish confectionery company. A model of four antecedents (brand satisfaction, brand equity, brand value, brand trust) leading to two aspects of brand loyalty (behavioral loyalty, attitudinal loyalty) was constructed. The moderating effect of consumers' hedonic value in the model was tested. Confirmatory factor analysis was used to validate the constructs and multigroup structural equation modeling was used to test the hypotheses.
Purpose -The objective of this paper is to explore the antecedents of brand loyalty in the chocol... more Purpose -The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market. Design/methodology/approach -A large sample of 808 effective responses was collected through an online questionnaire that was posted on the Facebook wall of a Finnish confectionery company. A model of four antecedents (brand satisfaction, brand equity, brand value, brand trust) leading to two aspects of brand loyalty (behavioral loyalty, attitudinal loyalty) was constructed. The moderating effect of consumers' hedonic value in the model was tested. Confirmatory factor analysis was used to validate the constructs and multigroup structural equation modeling was used to test the hypotheses.