A study on the relationship between brand value enhancement and customer satisfaction in the soft drink industry: Based on brand identity perspective
คำสำคัญ:
soft drinks industry, brand value; customer satisfaction, brand identityบทคัดย่อ
With the deepening of today's economy, competition in the soft drinks market is becoming more and more intense. With brand as the core strategy of market competition, soft drinks companies need to strengthen the construction of brand value and shape their own brand image. This paper takes the brand value of the soft drinks industry as an entry point and seeks to identify the causes of customer satisfaction in the soft drinks industry based on the consumer's brand identity perspective. Firstly, a research model was developed with an understanding of the concepts of brand value and customer satisfaction. Secondly, a hypothesis is formulated. Afterwards, a questionnaire is designed to test the validity of the hypothesis by analyzing the data collected. Finally, the findings indicate that the dimensions of brand value in the soft drinks industry play a positive role in influencing the dimensions of customer satisfaction. Passive brand identification has a negative moderating effect between the emotional value of brands in the soft drinks industry and the confirmation of customers' expectations; passive brand identification has a negative moderating effect between the functional value of brands in the soft drinks industry and the overall satisfaction of customers.
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