An Association Between Brand Trust, Brand Affection and Brand Loyalty: The Case of a Coffee Brand in Bangkok Thailand

This study investigates the mediating effect of brand affection between brand trust and brand loyalty in a coffee brand in Bangkok, Thailand. The researchers employed a self-administered questionnaire online survey for quantitative data collection based on reliable and valid sources. The data were a...

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Bibliographic Details

Main Authors:	Jaipong, Parichat, Siripipatthanakul, Supaprawat, Sitthipon, Tamonwan, Kaewpuang, Pichart, Sriboonruang, Patcharavadee
Format:	Journal
Language:	en
Published:	2022
Online Access:	http://ur.aeu.edu.my/1079/1/SSRN-id4143568.pdf http://ur.aeu.edu.my/1079/ https://ssrn.com/abstract=4143568
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