The effect of brand equity on Thai cosmetic purchasing decisions
Bibliographic record
Abstract
The research objective is to investigate the effect of brand equity on Thai cosmetic purchasing decisions. The study involved 500 individuals aged 20-59 who had purchased and used Thai cosmetic products within the past year. A multistage sampling method was employed to select the participants. Data collection was carried out using questionnaires, and both descriptive and multivariate statistical analyses were conducted, explicitly utilizing Second-order Confirmatory Factor Analysis and Structural Equation Modeling. The research results showed four factors influencing the purchasing decisions of Thai brand cosmetic products: Brand Equity, Buying Behavior, Consumer Satisfaction, and Perceived Value. The Second-order Confirmatory Factor Analysis and Structural Equation Model demonstrated that these factors met the assessment criteria when applied to the empirical data. Consequently, if a brand can establish brand equity that surpasses its competitors in the eyes of consumers, it will contribute to long-term profitability and sustained growth.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.001 | 0.000 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.001 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".