The influence of brand image, brand awareness, brand love and packaging that affect the repurchase of bubble milk tea of consumers in Bangkok

Abstract

The objectives of this research were (1) to examine factors influencing the repurchases of bubble milk tea of consumers in Bangkok, (2) to study the relationship between the influence of brand image, brand awareness, perceived value, perceived benefits, brand love, packaging and the repurchases of bubble milk tea of consumers in Bangkok. The sample used in this study consisted of 378 consumers of bubble milk tea in Bangkok. Statistics for data analysis were descriptive and multiple regression analysis by using statistical software programs. The results found that most of the samples were female. age between 31-40 years, bachelor's degree, company employees with income between 20,001 - 30,000 baht. From analysis of the relationship of factors influencing the repurchase of consumers in Bangkok, it found that brand image did not have influence on the repurchases of bubble milk tea of consumers in Bangkok, with the statistical significance level of 0.05. Brand perceived value, brand perceived benefits, brand awareness, brand love, and brand packaging have positive effect on repurchases of bubble milk tea of consumers in Bangkok, with the statistical significance level of 0.01.