Volume 07 Issue 06 June 2024
1Ploykwan Jedeejit, 2Sumonrat Khositkanin, 3Jirapat Diawtrakul
1,2,3Faculty of Business Administration, Bangkok Thonburi University
DOI : https://doi.org/10.47191/ijsshr/v7-i06-82Google Scholar Download Pdf
ABSTRACT
This study aimed to study the perception of brand image by consumers through shopping bags of world-class fashion brands such as Chanel, Gucci, Christian Dior, Celine, Furla. The data was collected using questionnaires from respondents who Aged between 25-45 years in Bangkok A total of 400 respondents were divided equally into males and females. The sample was selected using convenience random sampling from respondents who came to purchase products in department stores in Bangkok. The results of the study found that Respondents had a high level of awareness of brand value in terms of utility. As for the emotional and expressive aspects of brand value, It was found that respondents had a moderate level of perception of brand value. As for the results of the study of perceptions of the brand identity image displayed on shopping bags, it was found that the brand identity image has three components: functional benefits, symbolic benefits. and the benefits of the experience of using the product Its distinctiveness is at a moderate level.
KEYWORDS:Shopping Bag, Brand Image, Perception
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