How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers

Abstract

Promoting repurchase intention to existing consumers is a crucial advantage that helps businesses manage sufficient supply for their customers and ensure their business sustainability. Business managers must understand factors that can significantly promote repurchase intention. Therefore, this study aims to examine the influence of brand love, brand preference, and brand loyalty on the intention to repurchase Covid-19 antigen test kits among a sample of Thai consumers. To achieve this aim, 670 Thai people, who had used the antigen test kit for their Covid-19 testing, were invited to answer questionnaires using an online Google Forms survey. After clearing outliers, only 523 responses were deemed valid and reliable and kept for further path analysis. The research findings showed that brand love and brand preference demonstrated positive relationships with brand loyalty. In addition, brand love and brand preference displayed positive relationships with repurchase intention. In conclusion, the results emphasized brand loyalty as the primary driver of repurchase intention because of its significant impact on Thai customers.