THE RELATIONSHIP BETWEEN CONSUMER PERCEPTION OF STARBUCKS’S BRAND IMAGE AND BRAND EQUITY IN PHUKET PROVINCE
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Abstract
The objectives of this study were to study consumer perception of Starbucks’ brand image and Starbucks’ brand equity and to investigate the relationship between brand image and brand equity. A quantitative study was carried out, obtaining a total of 400 valid responses, and accidental sampling was employed. The data were analyzed using descriptive statistics of frequency, percentage, means, and standard deviation, along with inferential statistics, including Pearson Correlation Coefficient. The study found that most respondents were female, aged between 21 and 34 years, held a bachelor’s degree, were self - employed, had an average monthly income between 20,001 and 40,000 Baht, and were married. Overall, consumer perceptions of Starbucks' brand image across six dimensions were rated at the highest level (mean = 4.35, S.D. = 0.53), with the highest rating for the store atmosphere dimension. However, consumer perceptions of Starbucks' brand equity across four dimensions were rated at a high level (mean = 3.88, S.D. = 0.80), with the highest - rated perceived quality dimension. Hypothesis testing using the Pearson correlation coefficient revealed a statistically significant positive correlation between brand image and brand equity at the 0.01 and 0.05 levels. Specifically, brand image in terms of product dimension and brand equity in terms of perceived quality dimension was correlated statistically significantly positively at the 0.01 level.
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