|
Exploratory Factor Analysis of Brand Evangelism in the Case of Smartphones in Thailand |
|---|---|
| รหัสดีโอไอ | |
| Creator | Wanwisa Phetburi |
| Title | Exploratory Factor Analysis of Brand Evangelism in the Case of Smartphones in Thailand |
| Contributor | Sasiwemon Sukhabot |
| Publisher | Mahasarakham University |
| Publication Year | 2569 |
| Journal Title | Journal of Humanities and Social Sciences Mahasarakham University |
| Journal Vol. | 45 |
| Journal No. | 1 |
| Page no. | 236-252 |
| Keyword | Brand Evangelism, Smartphone, Exploratory Factor Analysis |
| URL Website | https://so03.tci-thaijo.org/index.php/humsujournal |
| Website title | Journal of Humanities and Social Sciences Mahasarakham University |
| ISSN | 2672-9733 (Online) |
| Abstract | Generally, businesses aim to conduct marketing activities that foster brand loyalty among consumers to create a competitive advantage. However, in reality, brand loyalty alone may not be sufficient for a business to achieve long-term sustainability. Businesses may need to evolve their existing consumers into brand evangelists. Past research has shown that brand evangelism encompasses various dimensions of study. This research article aims to analyze the exploratory components of brand evangelism, focusing on the context of smartphone brands in Thailand. A sample group included 800 samples of consumers who have used smartphone products under the iPhone and Samsung brands for a period of more than 6 months. Using the sampling method by Non-Probability Sampling using quota sampling method. The research instrument was a questionnaire. The analysis was carried out by using the methodology for the exploratory factor analysis with Principal component analysis as well as the oblique rotation with the Promax rotation method. The findings revealed that the variables studied could be analyzed in 3 components, which were 1) Positive Word of Mouth, 2) Brand Protection, and 3) Repurchase Intention.The research results found that Brand Evangelism of 3 elements, 14 indicators, includingcomponent 1: Promote brand and share experience, consisting of 7 indicators. Component 2: Brand protection, consisting of 5 indicators. And the third component, repeat purchase intention, consists of 2 indicators. The percentage of variance is between 8.975 to 38.879, and thepercentage of cumulative variance. It was able to explain 38.879%, 55.707%, and 64.682% of the variance of the components, respectively.The component weightings for the three elements are as follows: Promote brand and share experience have component weightings ranging from 0.659 to 0.775, Brand Protection has component weightings ranging from 0.775 to 0.847, and repeat purchase intention has component weightings ranging from 0.830 to 0.866. This study elucidates the components of brand fandom, providing academic value as foundational information for further research. Additionally, it offers practical benefits for businesses by facilitating consumer behavior analysis and informing the development of future marketing strategies. |
