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How brand attitude brand quality and brand value affect Thai canned tuna consumer brand loyalty

机译:品牌态度如何品牌品质和品牌价值影响泰国罐头金枪鱼消费品牌忠诚度

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摘要

As one of the world's most valuable fish, Tuna can either be found in inexpensive tins on grocery store shelves or on high-end auction blocks destined for Japanese sashimi and sushi restaurants. Moreover, Thailand is reported to be the world's largest exporter of prepared or preserved tuna, which in 2019 contributed an estimated $2.5 billion to Thailand's exports. However, brand research is very limited for canned tuna, especially when it comes to product packaging cues, and how packaging affects a consumer's decision-making process. Therefore, this study set out to investigate which factors play the greatest role in a Thai consumer's brand loyalty (BL) for tuna fish canned products. Research teams using systematic random sampling were dispatched to five supermarkets within the Bangkok metropolitan area and collected 400 questionnaires answering items related to brand attitudes (BA), brand quality (BQ), and brand value (BV) as they related to canned tuna brand loyalty (BL). Thereafter, data analysis of the four constructs and 13 observed variables was conducted with use of LISREL 9.1, which included a confirmatory factor analysis (CFA), a goodness-of-fit (GOF) analysis along with the study's structural equation modeling (SEM). Results determined that there was a positive effect (73% R2) between all the causal factors on Thai canned tuna BL. Furthermore, the factors affecting BL ranked from the greatest to the lowest were BA, BQ, and BV with total effect (TE) values of 0.85, 0.33, and 0.19, respectively. Key takeaways from the study's research seem to indicate that canned tuna is viewed by most consumers as a ‘commodity’, with product availability and convenience being of the utmost importance in product brand selection. Global fishing stocks sustainability, labor costs/practices, and dolphin free catches within the tuna industry were also determined to be important aspects within the international consumer community. Also, due to the demand for high-quality and safe tuna products, adding value has become increasingly important in satisfying consumer demands and represents an opportunity for marketplace expansion.
机译:作为世界上最宝贵的鱼类之一,金枪鱼可以在杂货店货架上的廉价罐子中找到,或者在注定日本生鱼片和寿司餐厅的高端拍卖区。此外,据报道,泰国是世界上最大的准备或保存金枪鱼出口国,2019年为泰国出口筹备了25亿美元。然而,品牌研究非常有限,特别是罐头金枪鱼,特别是当涉及产品包装线索,以及包装如何影响消费者的决策过程。因此,本研究阐述了调查哪些因素在泰国消费者的品牌忠诚度(BL)中发挥着最大的作用,为金枪鱼罐头产品。使用系统随机抽样的研究小组被派出到曼谷大都市区内的五个超市,并收集了400次问卷调查问卷,回答与品牌态度(BA),品牌质量(BQ)和品牌价值(BV)相关的物品,因为它们与金枪鱼品牌忠诚相关(BL)。此后,使用丙基9.1进行了四种构建体和13个观察到的变量的数据分析,其包括核制因子分析(CFA),以及研究的结构方程模型(SEM)的优质(GOF)分析。结果确定泰国罐装金枪鱼BL上的所有因果因素之间存在正效应(73%R2)。此外,影响BL的因素从最大到最低的BA排名为BA,BQ和BV,分别具有0.85,0.33和0.19的总效果(TE)值。来自研究的关键外卖似乎表明,大多数消费者视为“商品”,罐头金枪鱼被视为“商品”,具有产品可用性和便利性在产品品牌选择中至关重要。在金枪鱼行业中,全球渔业股可持续性,劳动力成本/做法和海豚自由捕获也决定成为国际消费社区内的重要方面。此外,由于对高质量和安全金枪鱼产品的需求,增加价值在满足消费者需求方面变得越来越重要,并且代表了市场扩张的机会。

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