The Quality Development of Brand Equity in Online Health and Beauty Businesses in Thailand

Abstract

The results of this research, a new model has been found related to creating value for health products and online work in Thailand. That affects the views and intentions of investors towards the health and beauty business. The findings show that the quality development of brand equity in online health and beauty business investors' views and intentions. This study uses qualitative and quantitative methods to collect and analyze data. Step 1: e- Delphi qualitative research. Method: twenty-one experts received an email questionnaire to complete online. Two parts of the questionnaire were open-ended and closed-ended with a seven-level rating scale. Step 2: quantitative research involves an online questionnaire to interview and collect data from 600 health and beauty businesses, sellers, and traders. Results of analysis of structural equation testing of factor models influencing brand crosses of online health and beauty product entrepreneurs in Thailand. Variables include Marketing Factors, Online marketing and social media marketing activity, Brand association, perceived quality, brand awareness, brand image, brand trust, brand loyalty, and brand equity, totaling 9 latent variables and 46 observed variables. Considering the regression coefficient of independent variables in the form of standard scores, but in the rapidly growing online health and beauty product market in Thailand Developing and maintaining brand quality has become a key factor for business success. This is in line with the study's objective to provide valuable insights into the dynamics of brand quality within the context of online health and beauty businesses in Thailand.