Brand Personality Affecting the Perceived Brand Equity for Local Coffee Businesses in Sakon Nakhon Province

Abstract

This research consists purposes were 1. to study the level of brand personality perception of local coffee shops in Sakon Nakhon Province 2. to analyze the factors of brand personality that influence the perceived brand equity of local coffee businesses in Sakon Nakhon Province and 3. to propose guidelines for developing brand personality to create a unique identity that reflects the province's characteristics. This quantitative research utilized a questionnaire based on Aaker's (1997) brand personality framework, which consists of five dimensions sincerity, excitement, competence, sophistication and ruggedness. The sample comprised 400 local coffee consumers, determined using W.G. Cochran's formula at a 95% confidence level, and selected through purposive sampling. Data gathered through questionnaires were analyzed using descriptive statistics and multiple regression analysis. The results revealed that 1) all five dimensions of brand personality had a statistically significant positive influence on perceived brand equity (p < 0.05), with the overall level of perceived brand personality being relatively high (x̅ = 3.94, S.D. = 0.12), 2) brand personality factors influenced perceived brand equity, with the sincerity dimension exerting the strongest impact (B = 0.26, p < 0.01) and 3) the proposed brand development guidelines emphasized design reflecting local identity through the selection of appropriate colors and design elements, along with communication via digital channels to enhance brand recognition and loyalty, thereby enabling local coffee businesses to remain competitive and achieve sustainable growth.