FACTORS AFFECTING BRAND LOYALTY TOWARD TAEKWONDO MARTIAL ARTS OF JINYA GYM IN BANGKOK
Tisirak Soonarong

Abstract
This research investigates factors affecting brand loyalty toward taekwondo martial arts of Jinya Gym in Bangkok. These important factors are advertising, family, price, promotion, brand awareness, brand association and perceived quality. A total number of 500 questionnaires were distributed to Jinya Gym’s customers and census survey was conducted at Jinya Gym’s Future Park Rungsit branch and Bangna branch. Descriptive analysis, SPSS (Statistical Package for Social Sciences) and Pearson correlation coefficient were applied in this research. The research results showed that all of the factors studied have positive relationship with brand loyalty of Jinya Gym.

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