Brand Innovation, Brand Trust, and Brand Loyalty of E-Marketplace in Thailand

  • Anon Khamwon
  • Pran Pattanajak

Abstract

The aim of this study is to investigate the interrelationship among brand innovation, brand trust, and brand loyalty of E-Marketplace. A quantitative research method was used and primary data was gathered by online questionnaire from 400 samples in Thailand. Then, obtained data were analyzed by using Structural Equation Modeling (SEM). The result showed that brand innovation elicited higher brand trust which, in turn, mediate the effect of brand innovation on brand loyalty.

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Published
2021-09-01
How to Cite
KHAMWON, Anon; PATTANAJAK, Pran. Brand Innovation, Brand Trust, and Brand Loyalty of E-Marketplace in Thailand. International Journal of Business and Technology Management, [S.l.], v. 3, n. 3, p. 29-35, sep. 2021. ISSN 2682-7646. Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/15034>. Date accessed: 24 oct. 2021.
Section
Articles