The Study Components of Entrepreneurial Equity Brand of Tutorial School in Thailand
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Abstract
systematically reviewed to synthesize key components based on established theories and prior empirical studies. Second, the synthesized components were validated by a panel of seven experts.
The results reveal that brand equity in the context of Thai tutoring schools comprises four primary components: (1) brand awareness, including brand recall and brand recognition; (2) brand association, encompassing brand attitude, brand attributes, and brand benefits; (3) perceived quality, consisting of satisfaction, intention, and trust; and (4) brand loyalty, including behavioral loyalty and attitudinal loyalty.
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