Main Article Content
The purposes of this study were: (1) to explore the effects of perceived value and brand awareness on repurchase intention and (2) to validate a causal relationship model of perceived value and brand awareness which affect satisfaction, brand trust and repurchase intention of consumers of hangover product in Bangkok. To meet the objective, a questionnaire was designed, using quantitative research approach. The data were collected in Bangkok from a sample of 454 people aged over 20 who drank or used to drink alcohol and have experience in using hangover relief products. Using descriptive statistics, the data collected were analyzed by using the percentage, mean and standard deviation. Structural equation modeling (SEM) analysis was conducted to test the hypotheses of the structure.
Results of structural equation modeling indicated that the perceived value had impact on brand awareness and satisfaction. The brand awareness had impact on satisfaction and brand trust. The satisfaction had impact on brand trust and repurchase intention. These findings were statistically significant at 0.01. But the brand trust had not impact on repurchase intention.
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