Browsing by Author "Kriengsin Prasongsukarn"
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ItemAre social media replacing traditional media in terms of brand equity creation in Thailand?( 2015-11) Gaan Muthukan ; Kriengsin PrasongsukarnIn Thailand, companies’ media expenditure is transferred to social media gradually since consumers are habitually online nowadays (Friedrich et al., 2010). Therefore, this research aims to identify the relationship of brand communications towards brand equity. The communications are divided to traditional media and social media. Moreover, for a deeper understanding, social media is separated into firm- created and user-generated social media communication. Additional factors studied are brand awareness, functional brand image, hedonic brand image, brand attitude and purchase intention. An online questionnaire was designed to 200 respondents who are Thai, had experienced of online advertisement. The data was collected by using convenient sampling method. Correlation analysis and reliability test were used to test the research hypotheses and examine reliability and validity of measurement constructs. The results indicated that traditional media has the least positive relationship on every dimensions of brand equity compared to social media communication. User-generated social media communication overcomes firm-created social media communication on brand awareness and functional brand image but has nearly equal relationship on hedonic brand image. The findings suggest that the combination of traditional media and social media usage is necessary for companies to build their brand equity.
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ItemCustomer engagement as the moderating variable on brand engagement and firm’s performance in emerging countries( 2015-11) Donyawan Yotviriyapanit ; Kriengsin PrasongsukarnBrand engagement is not a new term or idea for practitioners to emphasize on developing meaningful relationship with consumers. The main purpose of this paper is to examine and conceptually develop the brand engagement model, in order to investigate customer engagement as the variable that moderates the degree of brand engagement. The paper reviews the brand orientation that firms need to start as the fundamental idea when developing brand engagement. The paper also discusses the skepticism construct of customer engagement that some researchers viewed it as the same meaning as brand engagement, describes more about the elements of customer engagement, and finally explains how both customer and brand engagement can effect firm’s performance. Furthermore, this paper proposes the research propositions and provides consumer insights on how they can engage themselves with brands, especially in emerging countries. The reason that this study has to be specific to those consumers in emerging countries, is due to the invasion of global firms that enter in those countries, in order to steal the sales from local producers. To overcome this issue, this research paper will provide the guidance for them in strategizing effective brand engagement and enlighten as well as encourage the consumers to endorse more local brands.
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ItemEnvironmental influences on Consumer‘s Purchasing Intention: A Study of Online Storein Thailand( 2015-11) Apichaya Siripokakul ; Kriengsin PrasongsukarnTheinternet users is gradually growing in Thailand. This led to the changes in the way of doing business such as the traditional wayswhich have shops and store room are changing to the online store and it creates a stiff competitive advantage tothe organization tooperating the business (Peffers and Santos, 1998). The objective of this study is to determine whether website environmental influencesboth website quality and website brand have a relationship with customer behavior on purchase intention toward the online retailer and whether this relationship influenced by consumer trust and perceived risk. The questionnaire was conducted with close-ended questions, distribute by convenience sample to 226 people but we cut out only who are experienced in shopping through the website in Thailand to 216 sample. The analysis was conducted by correlation analysis, the results indicate that website brand is the most important key factor than website quality to enhance consumer’s trust, and in turn, consumer purchase intention. The finding confirms that perceived risk has a negative relationship with consumer’s trust. The study suggests that website retailer should apply marketing strategy to build website brand image and brand awareness in order to create consumer’s trust and encourage customer purchase intention.
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ItemThe Moderating Role of Culture Values on the Relationship between Role Model and Employees' Brand in the Medium Contact Services( 2015-11) Lalida Kaewshai ; Kriengsin PrasongsukarnPrior to the internal branding and human resource management, employers’ brand was considered as a vital and powerful tool to support organizations’ sustainable development and employer-employee relationship. In line with this notion, employer branding is known as an adherent of a brand promise for internal branding, and employer brand emphasizes on employer’s reputation that support communication with external constituencies. To consider about the adherent of employer branding, a role model would be one powerful tool. However, the gap between employer and employee relationship still exists. Adapting the role model would fill the gap. The internal branding from a role model who is an employee from the same level would be more effective. This paper aims to address the conceptual linkage between role model and employees’ brand. In the realistic world, the role model approach may not applicable in every culture condition. Therefore, culture values are considered as a moderator in this conceptual relationship. Firms should understand an inside environment in order to manipulate an appropriate tactic for employees’ branding.
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ItemA study of factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTubeUnderstanding consumer's attitudes toward advertising is imperative for marketers/advertisers. This research aims to study the factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube. The independent variables are "entertainment," "informativeness, " "credibility," and "irritation." The dependent variable is "consumer's attitude toward a 'skippable in-stream ad' on YouTube. The researcher used convenience sampling and online survey to develop and distribute questionnaires to the target population. The target population is consumers who have had some experiences and/or exposures to a "skippable instream ad" on YouTube. The researcher obtained data from 294 respondents; however, only 290 respondents met the research's requirement. Pearson correlation coefficient, multiple linear regression, independent sample t-test, and one-way analysis of variance (ANOVA) were conducted in this research. The findings indicate that "entertainment, " "informativeness," and "credibility" have a positive relationship with "consumer's attitude toward a 'skippable in-stream ad' on YouTube" while "irritation" has a negative relationship with "consumer's attitude toward a 'skippable in-stream ad' on YouTube." "Entertainment," "credibility, and "irritation" are significant factors in predicting "consumer's attitude toward a 'skippable in-stream ad' oh YouTube." The findings also suggest that a "skippable in-stream ad" should appear pre-video and the appropriate length of the ad should be around 15 seconds and not more than 20 seconds.
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ItemA Study of Personality Traits affecting Facebook Engagement: A case study of popular Facebook pages in Thailand( 2015-11) Issariya Phongsiriphat ; Kriengsin PrasongsukarnNowadays social media has become an essential tool that marketers cannot ignore. It was employed to develop customer engagement, monitor customers’ feedback, and eventually increase company’s profit. The aim of this study was to examine two out of “Five-Factor Model” (FFM) of personality traits which consist of extraversion and openness to experience. Individuals with these two personality traits tend to interact not only with the close-knit group of people, but also the larger group of unknown people to satisfy their self-interest. This could be reflected in the form of liking and commenting behaviors in Facebook. From marketers’ perspectives, this would help to increase the engagement level between the customers and the brand. Therefore, this research was conducted to demonstrate the linkage between the above mentioned variables. Online questionnaire was used to collect the data from 261 respondents. It was designated to those heavy users of Facebook who considered surfing Facebook as their daily activities. The data was then analyzed by descriptive and correlation analysis. The result of this study proved the validity and reliability of the conceptual framework. The findings indicated that openness to experience has positive relationship with broadcasting interaction. While broadcasting also related to both Facebook’s likes and comments. These results shed the light for company’s management concerning to their social media strategies that they choose for their target customers. They may also employ the visual information strategy that could be more effective in terms of the content communication (Mitchell and Olsen, 1981).
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ItemThe Study on Factors Influencing Customer Satisfaction towards XYZ International Airline in Yangon, Myanmar( 2015-09) Mon, Mi Ei Ei ; Kriengsin Prasongsukarn ; Sirion ChaipoopirutanaThe purpose of this research study was to examine the relationship between airline image, service quality (in terms of tangibles, reliability, responsiveness, assurance and empathy) perceived value and customer satisfaction towards MAI airline in Yangon, Myanmar. Hence, it is necessary for marketers to understand the factors influencing customer to the airline. This research study focuses on investigating the difference among factors affecting customer satisfaction towards Myanmar Airways international airline. This study collected the data by using self- administered questionnaires, which were distributed to 400 respondents who had experienced with MAI airline by using judgment and convenience sampling procedure. The Pearson Correlation was applied for the data analysis. This result showed that there is relationship among airline image, service quality (in terms of tangibles, empathy, reliability, assurance and responsiveness), and perceived value on customer satisfaction. The airline industry is one of the important growth sectors of the global economies; its significant contribution is seen to be on an upward trend, as showed even here in Myanmar which international airline chains are opening its branches to reap the market rewards from this competitive industry. Based on this result, the airlines company should focus their service quality, as it is the predetermining of satisfaction and favorable attitude towards the airline.
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