Abstract:
The objectives of this research are as followed: to explore Brand image and customer loyalty toward Haidilao Thailand and to investigate the relationship between the two variables. The study collected two hundred fifty-eight participants who is living in Bangkok for at least three months, aged between 20 and 50, and who have dined at Haidilao in the past three months. The findings reveal a positive perception of Haidilao's brand image among respondents (M = 3.89). Notably, functional image received the highest mean score (M = 3.91), closely followed by experiential image (M = 3.91), while symbolic image obtained the lowest mean score (M = 3.83). Additionally, respondents exhibited strong loyalty to Haidilao (M = 3.84), with affective loyalty scoring 3.94, cognitive loyalty at 3.85, conative loyalty at 3.85, and action loyalty at 3.75. Examining the relationship between variables, the research indicates a positive correlation between brand image and customer loyalty (r = 0.518).
