Browsing by Subject "Brand equity"
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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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ItemThe Impact of Korean Wave on the Purchase Intention of Korean Cosmetics of Thai People in Bangkok and Chonburi, Thailand( 2017) Son, Sunmi ; Thongdee KijboonchooNowadays Korea is well known by its popular culture, such as, TV dramas and pop music, called as "Korean Wave", which the Korean government has considered as soft power for enhancing exports. This study aims to investigate the impact of Korean wave on the purchase intention of Korean cosmetics. Korean wave in this study consists of three variables which are sympathy and empathy induced by Korean dramas, the attractiveness of Korean celebrities. The country image of Korea, brand awareness and brand equity of Korean cosmetics are also examined as mediating variables. 398 data were collected from women in Bangkok and Chonburi, Thailand. They have experienced Korean wave. A survey questionnaire method was employed. Pearson correlation was used to test the hypotheses. The results show that Korean wave has a positive impact on the country image of Korea, and positive country image can increase the purchase intention of Korean cosmetics. Thus, Korean wave can be a soft power of Korea which can promote country image and exports. These findings can be used as guidelines for the Korean government and Korean companies for sustainable growth of industries related to Korean wave.
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ItemThe relationship between price deals, perceived quality, and brand equity for a high involvement product(Assumption University, 2013) Rachata Rungtrakulchai ; Assumption University. Martin de Tours School of Management and EconomicsThis study aimed to investigate the impact of price deals and perceived quality on the brand equity in the context of brand knowledge and brand associations. This study extends the previous litera- ture on brand equity by focusing on how a consumer perceives brand in high involvement products. Eighteen face-to-face interviews were conducted to identify the product category for a high involvement product. Three hundreds and eighty-six sets of questionnaires were usable and completed. The findings supported that price deals and perceived quality are important factors which create the associations that consumers make with a brand in order to create brand equity.
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