| Title |
The Influence of Brand Leadership on Brand Relationship Quality and Brand Advocacy in Gadgets Industry, Thailand |
| ID_Doc |
76871 |
| Authors |
Kumgliang, O; Khamwon, A |
| Title |
The Influence of Brand Leadership on Brand Relationship Quality and Brand Advocacy in Gadgets Industry, Thailand |
| Year |
2023 |
| Published |
Quality-Access To Success, 24, 195 |
| DOI |
10.47750/QAS/24.195.07 |
| Abstract |
In running a business amidst today's fierce competition, being a brand leader can create success through sustained customer advocacy. However, creating the leadership status in parallel with emphasizing quality development and strengthening the relationship between the brand and the customers will gain more quality support. This study aimed to investigate the influence of brand leadership on brand relationship quality and brand advocacy in the context of gadget brands in Thailand by collecting quantitative data from 400 leading gadget brand customers using an online questionnaire. The results of the data analysis by analyzing the structural equation model revealed that brand leadership had indirect positive influence on brand advocacy through brand relationship quality. Marketers can apply research results to develop branding strategies in the current context for sustainable success. |
| Author Keywords |
Brand Leadership; Brand Relationship Quality; Brand Advocacy; Gadgets |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Emerging Sources Citation Index (ESCI) |
| EID |
WOS:001023487100007 |
| WoS Category |
Management |
| Research Area |
Business & Economics |
| PDF |
https://doi.org/10.47750/qas/24.195.07
|