THE INFLUENCE OF BRAND IMAGE, BRAND LOYALTY, AND INNOVATION BAKERY PURCHASING BEHAVIOR IN BANGKOK

Abstract

This research conducts research on the effect of brand image, brand loyalty and innovation on purchasing behavior of bakery in Bangkok. This research aims to analyze the leverage for purchase choices and recommendation for continuous growth of bakery sector based on the aspects which directly affect the consumers. Respondents were determined by Accidental Sampling (n = 300) and the data were analysed with the Partial Least Squares Structural Equation Modeling (PLS-SEM). The results were found to have a significant effect of brand image, brand loyalty and brand innovation on brand performance and provide real benefit to the owner of the bakery who want to set up their positioning in the market, maintain their customer loyalty, as well as conducts innovate activities to sustain their business in the long term.