59-05-032 Proceeding

140 Proceedings of the Princess Maha Chakri Sirindhorn Congress • 382 (91.0%) are aged between 20 and 30 • 302 (78.1%) has a monthly income between 10K and 20K Baht Based on the modified conceptual model, there are a total of five hypotheses were tested in this research. Pearson’s Correlation and Multiple Linear Regression analysis were applied. After analyzing the hypotheses, all the null hypotheses were rejected. The high correlations are found between the following variables: • brand associations and brand loyalty: β = 0.863, P< 0.01, • satisfaction and brand reputation: α = 0.846, P< 0.01, • brand reputation and brand loyalty: β = 0.665, P< 0.01, • trust and brand loyalty: β = 0.610, P< 0.01. Table 2 Summary of the Results from Hypothesis Testing Hypothesis Statistical Method Sig. Level Correlation/ Coefficient Result H1a: There was a relationship between performance quality and brand reputation. Pearson Correlation 0.000 0.251 Reject H1o H2a: There was a relationship between performance quality and satisfaction. Pearson Correlation 0.000 0.117 Reject H2o H3a: There was a relationship between satisfaction and brand reputation. Pearson Correlation 0.000 0.846 Reject H3o H4a: Brand associations, brand awareness and brand reputation were significantly influenced on brand loyalty. • Brand associations • Brand reputation • Perceived quality Multiple Linear Regression • 0.000 • 0.000 • 0.000 • 0.863 • 0.665 •-.592 Reject H4o H5a: Satisfaction, trust, value and perceived quality were significantly influenced on brand loyalty. • Satisfaction • Trust • Value • Brand awareness Multiple Linear Regression • 0.000 • 0.000 • 0.000 • 0.000 • 0.322 • 0.610 •-.112 • 0.077 Reject H5o V. Managerial Implications According the analysis results, this study has proved that brand loyalty is influenced by brand associations, brand reputation, satisfaction and trust while brand reputation and satisfaction are affected by product performance quality. Thus, the results of this study can help marketers to understand the manner of Myanmar consumers’ brand loyalty toward L’Oréal brand and to gain competitive advantages.