How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers
Promoting repurchase intention to existing consumers is a crucial advantage that helps businesses manage sufficient supply for their customers and ensure their business sustainability. Business managers must understand factors that can significantly promote repurchase intention. Therefore, this stud...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2023-03-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/17815/IM_2023_01_Kim.pdf |
| _version_ | 1797867153609719808 |
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| author | Long Kim Thanapa Chouykaew Siwarit Pongsakornrungsilp Teerasak Jindabot Sangwon Lee |
| author_facet | Long Kim Thanapa Chouykaew Siwarit Pongsakornrungsilp Teerasak Jindabot Sangwon Lee |
| author_sort | Long Kim |
| collection | DOAJ |
| description | Promoting repurchase intention to existing consumers is a crucial advantage that helps businesses manage sufficient supply for their customers and ensure their business sustainability. Business managers must understand factors that can significantly promote repurchase intention. Therefore, this study aims to examine the influence of brand love, brand preference, and brand loyalty on the intention to repurchase Covid-19 antigen test kits among a sample of Thai consumers. To achieve this aim, 670 Thai people, who had used the antigen test kit for their Covid-19 testing, were invited to answer questionnaires using an online Google Forms survey. After clearing outliers, only 523 responses were deemed valid and reliable and kept for further path analysis. The research findings showed that brand love and brand preference demonstrated positive relationships with brand loyalty. In addition, brand love and brand preference displayed positive relationships with repurchase intention. In conclusion, the results emphasized brand loyalty as the primary driver of repurchase intention because of its significant impact on Thai customers. |
| first_indexed | 2024-04-09T23:35:46Z |
| format | Article |
| id | doaj.art-001dfdae618d4c4f8e71b64bcd3ba86d |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-04-09T23:35:46Z |
| publishDate | 2023-03-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-001dfdae618d4c4f8e71b64bcd3ba86d2023-03-20T06:08:27ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262023-03-0119118619610.21511/im.19(1).2023.1617815How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumersLong Kim0https://orcid.org/0000-0003-4326-7365Thanapa Chouykaew1https://orcid.org/0000-0002-6384-8936Siwarit Pongsakornrungsilp2https://orcid.org/0000-0001-5378-2489Teerasak Jindabot3https://orcid.org/0000-0003-3129-3195Sangwon Lee4Master of Business Administration, School of Management, Center of Excellence for Tourism Business Management and Creative Economy, Department of Digital Marketing, Walailak UniversityMaster of Science, Center of Excellence for Tourism Business Management and Creative Economy, Department of Tourism and Prochef, School of Management, Walailak UniversityPh.D. in Management, School of Management, Center of Excellence for Tourism Business Management and Creative Economy, Department of Digital Marketing, Walailak UniversityPh.D. in Marketing, Faculty of Management Sciences, Department of Business Administration, Prince of Songkla UniversityAssociate Professor, Department of Marketing, Miller College of Business, Ball State UniversityPromoting repurchase intention to existing consumers is a crucial advantage that helps businesses manage sufficient supply for their customers and ensure their business sustainability. Business managers must understand factors that can significantly promote repurchase intention. Therefore, this study aims to examine the influence of brand love, brand preference, and brand loyalty on the intention to repurchase Covid-19 antigen test kits among a sample of Thai consumers. To achieve this aim, 670 Thai people, who had used the antigen test kit for their Covid-19 testing, were invited to answer questionnaires using an online Google Forms survey. After clearing outliers, only 523 responses were deemed valid and reliable and kept for further path analysis. The research findings showed that brand love and brand preference demonstrated positive relationships with brand loyalty. In addition, brand love and brand preference displayed positive relationships with repurchase intention. In conclusion, the results emphasized brand loyalty as the primary driver of repurchase intention because of its significant impact on Thai customers.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/17815/IM_2023_01_Kim.pdfantigen test kitbrand lovebrand loyaltybrand preferencerepurchase intention |
| spellingShingle | Long Kim Thanapa Chouykaew Siwarit Pongsakornrungsilp Teerasak Jindabot Sangwon Lee How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers Innovative Marketing antigen test kit brand love brand loyalty brand preference repurchase intention |
| title | How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers |
| title_full | How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers |
| title_fullStr | How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers |
| title_full_unstemmed | How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers |
| title_short | How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers |
| title_sort | how to promote repurchase intention toward covid 19 antigen test kits evidence from thai consumers |
| topic | antigen test kit brand love brand loyalty brand preference repurchase intention |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/17815/IM_2023_01_Kim.pdf |
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