Publication:
The analysis of Bangkok coffee chain's consumers and the influence of brand personalities on their purchasing decision

Issued Date

2014-01-01

Resource Type

Article

ISSN

19935250

DOI

10.3923/ibm.2014.168.171

Other identifier(s)

2-s2.0-84901659199

Rights

Mahidol University

Rights Holder(s)

SCOPUS

Bibliographic Citation

International Business Management. Vol.8, No.3 (2014), 168-171

Suggested Citation

Panuvat Mathews, Nuntana Udomkit The analysis of Bangkok coffee chain's consumers and the influence of brand personalities on their purchasing decision. International Business Management. Vol.8, No.3 (2014), 168-171. doi:10.3923/ibm.2014.168.171 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/33528

Research Projects

Organizational Units

Authors

Journal Issue

Thesis

Title

The analysis of Bangkok coffee chain's consumers and the influence of brand personalities on their purchasing decision

Author(s)

Panuvat Mathews
 Nuntana Udomkit

Other Contributor(s)

Mahidol University

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. © Medwell Journals, 2014.

Keyword(s)

Business, Management and Accounting

Availability

URI

https://repository.li.mahidol.ac.th/handle/20.500.14594/33528

Collections

Scopus 2011-2015