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

Issued Date

2015-01-01

Resource Type

Article

ISSN

09730664
09721509

DOI

10.1177/0972150915569929

Other identifier(s)

2-s2.0-84931403809

Rights

Mahidol University

Rights Holder(s)

SCOPUS

Bibliographic Citation

Global Business Review. Vol.16, No.3 (2015), 415-424

Suggested Citation

Nuntana Udomkit, Panuvat Mathews The Analysis of Bangkok Coffee Chain’s Consumers and the Influence of Brand Personalities on their Purchasing Decision. Global Business Review. Vol.16, No.3 (2015), 415-424. doi:10.1177/0972150915569929 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/35670

Research Projects

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Thesis

Title

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

Author(s)

Nuntana Udomkit
 Panuvat Mathews

Other Contributor(s)

Mahidol University

Abstract

© 2015 IMI SAGE Publications This research analyzes the demographic data of a Bangkok coffee chain’s consumers and investigates the relationship between their personality and the chain’s brand personality. It further examines the influence of brand personalities on the purchasing decision of consumers. Aaker’s (1997) five dimensions of brand personality, namely, sincerity, excitement, competence, sophistication and ruggedness, are adopted as a framework for analysis. The research finds a significant correlation between consumer personalities and brand personalities in all dimensions. However, ‘competence’ is the only dimension that significantly influenced the purchasing decision of coffee chains’ consumers in Bangkok.

Keyword(s)

Business, Management and Accounting

Availability

URI

https://repository.li.mahidol.ac.th/handle/20.500.14594/35670

Collections

Scopus 2011-2015