PERCEIVED QUALITY, PACKAGING, AND CELEBRITY ENDORSEMENT INFLUENCING GEN Y-Z CONSUMER LOYALTY OF BOTTLED WATER BRANDS IN BANGKOK CONVENIENCE STORES

Abstract

This research explores the factors influencing customer loyalty for bottled water brands in Bangkok's post-pandemic period. The quantitative research was adopted to measure the effects of 3 independent variables (i.e., perceived quality, packaging, celebrity endorsement) on the dependent variable (consumer loyalty). Snowballing and convenience sampling methods with online questionnaires were adopted to collect data from 436 respondents residing in Bangkok and peripheral areas. The research hypotheses were tested using descriptive and inferential statistics to understand the impact. The analysis results showed that all hypotheses proposed were supported, revealing that perceived quality, packaging, and celebrity endorsement have a significant influence on customer loyalty of bottled water brands in Thailand.