Demographic Factors and Brand Experience Affecting Sport Brand Advocacy of Consumers in Khon Kaen Province

Kritthana Janwattanaphanit () and Pensri Jaroenwanit ()
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Kritthana Janwattanaphanit: Khon Kaen University/Faculty of Business Administration and Accountancy, Thailand
Pensri Jaroenwanit: Khon Kaen University/Faculty of Business Administration and Accountancy, Thailand

Proceedings of the 19th International RAIS Conference, October 18-19, 2020 from Research Association for Interdisciplinary Studies

Abstract: The purpose of this research was to study the demographic and brand experience factors that affected the brand advocacy in sporting goods businesses. The sample groups were the consumers who have used these services before and currently still used sport. The number of the consumers was 400 persons. The research instrument was a questionnaire. The data were analyzed by using descriptive statistics such as frequency, mean, and standard deviation, t-test, f-test, one way ANOVA and Pearson’s Product Moment Correlation Coefficient at 0.05 level of statistical significance.The result of the research indicated that demographic characteristics and brand experience factors had different effects on the consumer sports brand advocacy in Khon Kaen Province significantly at .05 levels.

Keywords: Brand Experience; Brand Advocacy (search for similar items in EconPapers)
Pages: 5 pages
Date: 2020-10
New Economics Papers: this item is included in nep-ipr, nep-sea and nep-spo
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Published in Proceedings of the 19th International RAIS Conference on Social Sciences and Humanities, October 18-19, 2020, pages 171-176

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Persistent link: https://EconPapers.repec.org/RePEc:smo:bpaper:026kj

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