Brand Personality Affecting the Purchase Decision: A Case Study of Thai Vietjet Brand
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Abstract
This research aimed to study the differences of personal factors affecting perception towards Thai Vietjet Air brand personality and to study the brand personality affecting the purchase decision: a case study of Thai Vietjet Air Brand. The researcher developed a questionnaire as the instrument and distributed to 400 samples. The questionnaire consisted of 3 parts as 1) personal factors, 2) behaviors and 3) perception level towards Thai Vietjet Air Brand. The descriptive analysis was frequency, percentage, mean and standard deviation. 5-point Likert Scale was applied (5 = highest and 1= lowest) to measure the perception level. The inferential statistics were used to test hypothesis were t-test and One-Way ANOVA. The result of the study found that based on 5 brand personality dimensions, the highest rate was sincerity (mean = 3.90, S.D. = 0.96), the second rated was sophistication (mean = 3.89, S.D. = 0.97) and the third rated personality dimension was attractiveness (mean = 3.84, S.D. = 0.99). The passengers repeated purchase decision was high (mean = 3.88 and S.D. = 0.97). The hypothesis testing results showed that there is no difference between personal factors and brand personality at a significance level of 0.05.
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