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

Main Article Content

ไพโรจน์ บุตรชีวัน
สมชาย เล็กเจริญ
จันทนา อุดม
นงนุช ไพบูลย์รัตนานนท์
ณรงค์ฤทธิ์ ประสานตรี
พระปลัดสมชาย ดำเนิน

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.

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Article Details

Section
บทความวิจัย (research article)
Author Biography

พระปลัดสมชาย ดำเนิน, Mahachulalongkornrajavidyalaya University

Buddhapanya Sri Thawarawadee Buddhist College, Mahachulalongkornrajavidyalaya University