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    • University of Missouri-Columbia
    • College of Agriculture, Food and Natural Resources (MU)
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    • Economics and Management of Agrobiotechnology Center (MU)
    • AgBioForum (Journal)
    • AgBioForum, vol. 24, no. 1 (2022)
    • View Item
    •   MOspace Home
    • University of Missouri-Columbia
    • College of Agriculture, Food and Natural Resources (MU)
    • Division of Applied Social Sciences (MU)
    • Department of Agricultural Economics (MU)
    • Economics and Management of Agrobiotechnology Center (MU)
    • AgBioForum (Journal)
    • AgBioForum, vol. 24, no. 1 (2022)
    • View Item
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    Organic food brand trust and brand loyalty: evidence from Thailand

    Pattweekongka, Supawadee
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    [PDF] 97-ArticleText-219-1-10-20220905.pdf (286.3Kb)
    Date
    2022
    Format
    Article
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    Abstract
    This study investigates the antecedents of trust in organic food brands and the effect of brand trust on brand loyalty. Previous research has addressed brand trust, but none has examined brand trust concerning brand loyalty in organic goods, a developing trend in many nations. A survey was done with 386 Thai consumers of organic foods. Using path analysis, the magnitude and relationships between variables were estimated. The findings indicate that brand competency and generosity increase organic brand trust. Moreover, brand trust was found to influence both attitudes and behaviors about brand loyalty. The study predicts that brand trust inspired 76% of the purchasing behavior loyalty.
    URI
    https://hdl.handle.net/10355/91996
    Citation
    AgBioForum, 24(1): 129-133. ©2022 AgBioForum
    Rights
    OpenAccess.
    This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
    Collections
    • AgBioForum, vol. 24, no. 1 (2022)

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