1. Aaker, D.A. (1996). Measuring Brand Equity across Products and Markets. California Management Review, 38(3), 102–120.
2. Byrne, B.M. (2010). Structural Equation Modeling with AMOS Basic Concept, Applications, and Programming. 2nd ed. New York: Taylor and Francis.
3. Chang, Y., & Ko, Y.J. (2014). The Brand Leadership: Scale Development and Validation. Journal of Brand Management, 21(1), 63-80.
4. Drennan, J. (2015). Examining the Role of Wine Brand Love on Band Loyalty: A Multi- Country Comparison. International Journal of Hospitality Management, 49(1), 47–55.
5. Electronic Transactions Development Agency (ETDA) or ETDA Ministry of Digital for Economy and Society. (2020). ETDA reveals the value of Thai e-Commerce in the year 2019 is expected to increase by 4.02 trillion baht. Online: http://adaddictth.com/knowledge/edta-internet-behavior-2019
6. Ghazari, E.M., Mutum, D.S., Chong, J.H., & Nguyen B. (2018), Do Consumers Want Mobile Commerce? A Closer Look at Mshopping and Technology Adoption in Malaysia, Asia Pacific Journal of Marketing and Logistics, 30(4).1064-1086.
7. Gözükara, I., Çolakoğlu, N. (2016). A Research on Generation Y Students: Brand Innovation, Brand Trust and Brand Loyalty. Journal of Business Management and EconomictResearch, 7(2), 603-611.
8. Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate Data Analysis. 7th Edition, Pearson, New York.
9. Hsiao, K.L., Lin, J.C.C., Wang, X.Y., Lu, H.P., & Yu, H. (2010). Antecedents and Consequences of Trust in Online Product Recommendations : An Empirical Study in Social Shopping. Online Information Review, 34(6), 935-953.
10. Kapferer, J.N. (2015). Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare. Kogan Page Ltd., London, 52-54.
11. Kapferer, Kasikorn Thai Research Center. (2017). Adjust Your Business to Catch up with the E-Commerce Trend. Online :https://www.kasikornbank.com/th/business/sme/KSMEKnowledge/article/KSMEAnalysis/Documents/E-Commerce_E- MarketPlace.pdf?fbcid=IwAR092z3oP4R37ZWSiRvfklpdcEQsYLRm1F11jqQuUBQ2TORwLfbwjnmKjfM
12. Khamwon, A., & Kamkliang, O. (2018). Brand Experience, Brand Tribalism and, Brand Loyalty: A Case of Amway Business Owners in Thailand. Journal of Business Administration, 41(157), 21-38.
13. Kline, R.B. (2010). Principles and Practice of Structural Equation Modeling. 3rd ed. New York: Guilford Press.
14. Kotler, P. & Keller, K.L. (2016). Marketing Management. 15th ed. England: Pearson Education.
15. Lee, C.H., Uchenna, C.E., & Nelson, N.O. (2011). Analyzing Key Determinants of Online Repurchase Intentions. Asia Pacific Journal of Marketing and Logistics, 23(2), 200-221.
16. Mallapragada, G., Chandukala, S.R., & Liu, Q. (2016). Exploring the Effects of ‘What’ (Product) and ‘Where’ (Website) Characteristics on Online Shopping Behavior, Journal of Marketing, 80(2), 21-38.
17. Miller K., & Mills M.K., (2012). Contributing Clarity by Examining Brand Luxury in the Fashion Market. Journal of Business Research, 65(10), 41-51.
18. Morgan, R. M., & Hunt, S. D. (1994). The Commitment Trust Theory of Relationship Marketing. Journal of Marketing, 58(2), 20–38.
19. Nunnally, J.C. (1978). Psychometric Theory. New York: McGraw – Hill.
20. O’Cass, A., & Carlson, J. (2012). Optimizing the Online Channel in Professional Sport to Create Trusting and Loyal Consumers: The Role of the Professional Sports Team Brand and Service Quality. Journal of Sport Management, 6(2), 463-478.
21. Pavlou, P., Liang, H., & Xue, Y., (2007). Understanding and Mitigating Uncertainty in Online Exchange Relationships: APrincipal-agent Perspective. MIS Quarterly, 4(1), 105–136.
22. Reichheld, F. F., Markey Jr., R. G., & Hopton, C. (2000). E-customer Loyalty Applying the Traditional Rules of Business of Online Success. European Business Journal, 12(4), 173-179.
23. Sharma, G., & Lijuan, W. (2015). The Effects of Online Service Quality of E-Commerce Websites on User Satisfaction. The Electronic Library, 33(3), 468-485.
24. Stevens, J. P. (2009). Applied Multivariate Statistics for the Social Sciences (5th ed.). Routledge/Taylor & Francis Group.
25. Tabachnick, B. G., & Fidell, L. S. (2007). Using Multivariate Statistics (5th ed.). Allyn & Bacon/Pearson Education.
26. Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating Value for Luxury Brands. Journal of Business Research, 63(11), 1156-1163.
27. Upamannyu, D.N.K., Gulati, C., & Mathur, D.G. (2014). Effect of Brand Trust, Brand Imaget on Customer Brand Loyalty in FMCG Sector at Gwalior Region. IRMJCR, 2(2), 83–93.
28. Wu, L.Y., Chen, K.-Y., Chen, P.-Y., &tCheng, S.-L. (2014). Perceived Value, Transaction Cost, and Repurchase intention in Online Shopping: A Relational Exchange Perspective, Journal of Business Research, 67(1), 2768-2776.