Factors Affecting Brand Identification: The Case of Green Skin Pomelo Product

Abstract

This study was conducted to assess factors affecting brand identification of green skin pomelo product. By quantitative research method, using Structural Equation Model (SEM), the study surveyed 200 customers who used green skin pomelo product. Research results show that there are 3 factors affecting brand identification of green skin pomelo: (1) Satisfaction (β = 0.24); (2) Prestige (β = 0.30; (3) Corporate communication (β = 0.10). The level of explanation of the factors on brand identification is 35.9%. Finally, the study proposed some limitations and future research directions.