Brand Personality Affecting the Purchase Decision: A Case Study of Thai Vietjet Brand

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Chanidapha Nunualvuttiwong, et. al.

Abstract

This research aimed to study the differences of personal factors affecting perception towards Thai Vietjet Air brand personality and to study the brand personality affecting the purchase decision: a case study of Thai Vietjet Air Brand. The researcher developed a questionnaire as the instrument and distributed to 400 samples. The questionnaire consisted of 3 parts as 1) personal factors, 2) behaviors and 3) perception level towards Thai Vietjet Air Brand. The descriptive analysis was frequency, percentage, mean and standard deviation. 5-point Likert Scale was applied (5 = highest and 1= lowest) to measure the perception level. The inferential statistics were used to test hypothesis were t-test and One-Way ANOVA. The result of the study found that based on 5 brand personality dimensions, the highest rate was sincerity (mean = 3.90, S.D. = 0.96), the second rated was sophistication (mean = 3.89, S.D. = 0.97) and the third rated personality dimension was attractiveness (mean = 3.84, S.D. = 0.99). The passengers repeated purchase decision was high (mean = 3.88 and S.D. = 0.97). The hypothesis testing results showed that there is no difference between personal factors and brand personality at a significance level of 0.05.

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How to Cite
et. al., C. N. . (2021). Brand Personality Affecting the Purchase Decision: A Case Study of Thai Vietjet Brand . Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(11), 4156–4160. https://doi.org/10.17762/turcomat.v12i11.6543
Section
Research Articles