The The Moderating Effects of Brand Equity on the Relationship between Consumer Nationalism and Consumer Behavior: The Case Study of Parcel Delivery Service Providers in Thailand
Keywords:
Consumer Nationalism, Consumer Behavior, Brand Equity, Moderator, Parcel Delivery Service ProvidersAbstract
This study aimed to investigate the impact of consumer nationalism on
consumer behavior, using brand equity as a moderator to examine the relationship between consumer nationalism and consumer behavior in the context of parcel delivery service providers in Thailand. The study’s respondents were 400 service users. We gathered data through online questionnaires. The statistical methods employed for data analysis consisted of percentages, means, standard deviation, and multiple regression.
The results of this study found that most respondents showed a medium level of brand equity perception. Consumer nationalism affects consumer behavior at the 0.01 significant level, and this variable accounted for 23.71% of the total variance. Brand equity, brand awareness, and perceived quality aspects act as moderators in the relationship between consumer nationalism and consumer behavior at the 0.01 significant level, and these variables accounted for 55.94% of the total variance. The understanding of the relationship among consumer nationalism, brand equity, and consumer behavior enables Thai parcel delivery service providers to utilize their company, brand, and quality to enhance awareness and develop strategies for achieving a competitive advantage in the parcel delivery industry.
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