ภาพลักษณ์แบรนด์ผลิตภัณฑ์ดูแลผิวที่มีผลต่อความไว้วางใจของผู้บริโภคในจังหวัดเชียงใหม่

Abstract

This independent research aimed to study the perception of Brand Image of Skincare Product Affecting Trust Among Consumers in Chiang Mai Province, using online questionnaire to collects the data from a sample of 400 female consumers who are domiciled or residing in Chiang Mai and used to use brand facial skin care products within the last 3 years in 2023. Data was analyzed, using multiples regression analysis. using One-way ANOVA statistics to compare the differences in brand image perception of skin care products. The results showed that the major respondents are between 31-40 years old, with a bachelor's degree. The average monthly income is between 25,001-35,000 baht, with the questioner recognizing the image. The overall skin care brand is very high. Especially in the organization Assembled by the brand personality, there is the highest level of awareness of the brand image of skin care products. Between different age ranges There are different levels of brand image awareness, skin care products. And different levels of battle levels, different levels of brand image recognition, skin care products were varied at 0.05 significance level. According to the multiple regression analysis on perception of Brand Image of Skincare Product Affecting Trust Among Consumers in Chiang Mai Province, the results presented those dimensions of perception of Brand Image that affected overall brand trust were 5 dimensions: Visual Brand Identity, Brand Personality, Brand Association, Brand Behavior and Attitude, and Brand Competence and Benefit at 0.05 significance level. In the meanwhile, among respondents with different age and education level differently dim