A Model of Confirmatory Factor Analysis of Brand Love Via Social Media of Consumer in Bangkok and Vicinity

Abstract

ABSTRACT

            This research aims to analyze, examine elements, and study brand love via social media of consumer in Bangkok and Vicinity. The sample used in research are 350 consumers with brand love from Bangkok and Vicinity who have made online purchases. Questionnaires were used in the research then the statistic data were analyzed by using frequency, percentage, skewness, kurtosis, Person’s correlation coefficient and confirmatory factor analysis.

           Result: The research found that brand love via social media of consumer contains 4 elements including impression in memory, brand love, brand authenticity, and lifestyle congruence. The value of consistency in the high standard. The significance (of consistency) at 0.001level can measure the elements of brand love via social media of consumer in Bangkok and Vicinity.