THE INFLUENCE OF BRAND VALUE ON THE REPURCHASE DECISION FOR THAI CANNED FISH BY OPERATORS OF MAKE-TO-ORDER RESTAURANTS
Keywords:
Brand Equity, Repurchase Decision, Thai Canned Fish, Business-To-Business Market, Make-To-Order Restaurant EntrepreneurAbstract
The aim of this study was to investigate the influence of brand equity on the repurchase decision for Thai canned fish by make-to-order restaurant entrepreneurs and to compare this influence between brands with different identities. A quantitative approach was used for the study. The sample consisted of 410 restaurateurs, divided into 200 users of a niche brand (Brand A) and 210 users of a mass brand (Brand B). The data was collected using structured questionnaires and analyzed using partial least squares structural equation modeling.
The results showed that the four dimensions of brand equity explained 69.7% of the variance in repurchase decisions. Brand loyalty showed the greatest influence, followed by perceived quality and brand associations, while brand awareness showed no statistical significance. The comparison between the brands revealed significant differences. Brand A showed several factors influencing decisions, including perceived quality, brand associations and brand loyalty, while Brand B showed only brand loyalty as a significant influencing factor. The research suggests that manufacturers of niche brands should focus on quality communication strategies and building emotional connections, while manufacturers of mass brands should primarily focus on maintaining and strengthening customer loyalty.
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