How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers

نویسندگان

چکیده

Promoting repurchase intention to existing consumers is a crucial advantage that helps businesses manage sufficient supply for their customers and ensure business sustainability. Business managers must understand factors can significantly promote intention. Therefore, this study aims examine the influence of brand love, preference, loyalty on Covid-19 antigen test kits among sample Thai consumers. To achieve aim, 670 people, who had used kit testing, were invited answer questionnaires using an online Google Forms survey. After clearing outliers, only 523 responses deemed valid reliable kept further path analysis. The research findings showed love preference demonstrated positive relationships with loyalty. In addition, displayed conclusion, results emphasized as primary driver because its significant impact customers.

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ژورنال

عنوان ژورنال: Innovative marketing

سال: 2023

ISSN: ['1814-2427', '1816-6326']

DOI: https://doi.org/10.21511/im.19(1).2023.16