Browsing by Subject "Brand image"
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    Determinant of revisit Intention of the Bangkokian Millennials: a case study of MK restaurant
    ( 2018) Yuanjie, Du ; Chittipa Ngamkroeckjoti
    This research aimed on how determinants factors (Service quality, Food quality, and Brand image) impacted upon revisit intention of MK restaurant (formerly known as MK Suki), one of the Thailand’s suki chains. This study used explanatory and exploratory mixed methods research designed by Creswell (2011). Firstly, this study has developed specific operational components based on pilot study and two theories that comprise SERVQUAL and theory of were planned behavior (abbreviated TPB), There were two rounds of pilot study prior to complete the proposed model followed by questionnaire design. All 200 sets of questionnaires were distributed via Google Form (online survey) during mid-June to mid-July, 2018. Multiple Linear Regression (MLR) was employed and the findings show that brand image has the greatest significant impact on revisit intention while service quality is the second, following by food quality. This study will greatly help researchers and practitioners understand the complex relationships among five dimensions of service quality, food quality, brand image towards revisit intention at the MK restaurant.
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    An empirical investigation of factors affecting passenger’s repurchase intention towards low-cost airline in Thailand
    (Assumption University Press, 2020) Kathabhon Thanalerdsobhon ; Sirion Chaipoopirutana
    With the economic situation at this time, being able to generate some profits for the airlines is difficult. However, to be able to survive in this changing world is harder. As there are many competitions in the aviation industry in Thailand. Airlines are competing with one another either by price promotion, or cost. Many factors are affecting the world’s economy right now. For example, economic war between the united states of America and China, the appreciation of Thai Baht, the political problems, and others to be able to survive in this crisis, creating the factor of repurchase intention would be the solution to all the airlines. The motive of the study is to investigate the influence of affecting factors: service quality in terms of tangible factors, schedule factors, service provided by ground personnel, service provided by flight attendants, trust, brand image, perceived value, and customer satisfaction on repurchase intention towards one particular budget-airline in Thailand. The researchers gathered data from real passengers of the low-cost airline at Don Mueang International Airport and Suvarnabhumi Airport, Thailand. The sample size of this study is 409 respondents. The data is collected by the questionnaire distribution. Descriptive research with quota sampling, judgement sampling, and convenience sampling under non-probability was applied. The five Liker-scale was used to help with the research instrument. The researchers applied descriptive and inferential analysis methods to complete the process. Besides, the Multiple Regression Linear was adopted to help test all the hypotheses. Based on the findings, the researchers found that service quality in terms of tangible factors, service provided by ground personnel, and service provided by flight attendants, trust, brand image, perceived value and customer satisfaction statistically have an influence on repurchase intention.
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    An empirical investigation of Video Game control users: examining the influence of social media advertising, social media promotion, E-WOM, and brand image on purchase intention in China
    (Assumption University Press, 2020) Li, Ningqin ; Sirion Chaipoopirutana
    With the rapid development of technology in gaming, more and more consumers have accepted electronic games,and major manufacturers are continually launching their new game consoles. Playing games has gradually become the leading entertainment activities for people all over the world. This research aims to study the influence of social media advertising content, social media promotion content, E-WOM, and brand image on Chinese consumers' purchase intention towards game console. In this research, the researchers collected the data from 300 Chinses customers who use the game consoles through online platform. Simultaneously, this study uses non-probability sampling including judgement and convenient sampling techniques, to collect the data. The researchers also applied 5-point Likert scale for research instruments. Descriptive and inferential analysis are used to analyze the data of demographics and linear regression is also applied to test the hypotheses. The researchers found that social media advertising content, social media promotion content, E-WOM, and brand image were positively influence purchase intentions. Especially the brand image, it has the most significant influence on purchase intention.
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    An examination of the influential factors of packaging, price sensitivity and brand image on frozen food consumer buying behavior in Bangkok, Thailand
    ( 2016-02) Peeraput Thiendej ; Sirion Chaipoopirutana
    Packaging has been gradually taking on an important role as a way to serve consumers by providing information and delivering functions. The role of packaging is observed as a strategic tool to influence consumer buying behavior. The main purpose of this research was to identify the influences of the visual elements of packaging in terms of graphics and size/shape and the informational elements of packaging in terms of product information and technology, brand image, price sensitivity on consumer buying behavior of CP ready- to-eat frozen food in Bangkok, Thailand. This study exclusively made use of survey methods to collect the data from 399 respondents. Descriptive statistics were used in describing parameters of the respondents and inferential statistics was used to test the hypotheses. The results of the Multiple Regression Model have shown that the independent variables, such as the visual elements of packaging in terms of graphics and size/shape and the informational elements of packaging in terms of product information and technology were significantly influenced on both brand image and consumer buying behavior. In addition, brand image was significantly influenced on consumer buying behavior. However, price sensitivity was not influenced on consumer buying behavior. While the result of Simple Regression Model showed that price sensitivity had a significant influence on brand image. Based on the results of the study, it is supposed to be beneficial to the ready-to-eat frozen food businesses in order to improve their packaging design in terms of graphics as well as their brand image. Packaging can make a product stand out, and can be a silent sale man on a shelf because it is growing in a competitive market and has become an important tool for communication with consumers.
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    Exploring relationship among brand innovativeness, brand knowledge and brand Loyalty: a case study of Huawei smartphone
    ( 2018) Zhiyuan, Yu ; Chittipa Ngamkroeckjoti
    This study explores an impact of brand knowledge and brand innovativeness on brand loyalty. It is a case study of Chinese who has currently used Huawei smartphone in any series. The study applied explanatory and exploratory mixed method sequential designed by Creswell (2009). Both pilot study with two rounds of interview and literature reviews has produced the proposed conceptual model paralleled with questionnaire designated. Multiple Linear Regression (MLR) technique to measure two relationships amongst brand knowledge, brand innovativeness, and brand loyalty. Statistical Analysis System (SAS) has been applied. One hundred percent from 136 sets of questionnaires were distributed via Wenjuanxing in China (online survey) during mid-September to mid-October, 2018. As a result of quantitative analysis, MLR shows that brand innovativeness has the greatest significant relationships with brand loyalty while there is no significant relationships between brand knowledge and brand loyalty. This study will greatly updated researchers and practitioners understand the complex relationships between brand innovativeness, brand knowledge, and brand loyalty towards Huawei smartphone in China.
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    Factors affecting customer loyalty towards hearty heart cosmetics: a case study local brand in Yangon, Myanmar
    (Assumption University Press, 2021) Soe, Sint Sint ; Chompu Nuangjamnong
    This research aims to determine the factors affecting customer loyalty towards Hearty Heart Cosmetics, a local brand in Yangon, Myanmar. The objectives of this research are: 1) to determine the impact of perceived value on customer loyalty; 2) to determine the impact of customer satisfaction on customer loyalty; 3) to determine the impact of service quality on customer loyalty; 4) to determine the impact of brand image on customer loyalty; 5) to determine the impact of trust on customer loyalty; 6) to determine the impact of customer intimacy on customer loyalty; 7) to explain customer loyalty, perceived value, customer satisfaction, service quality and brand image, trust and customer intimacy. The questionnaire was distributed to 400 samples to collect the data. The data were analyzed by using descriptive statistics such as frequency, percentage, mean, and standard deviation (S.D.). Inferential statistics was used to test the hypotheses and used multiple linear regression analysis at the significant level of 0.05. In this research, the results revealed that there are four variables that have a significant effect on customer loyalty namely: perceived value, customer satisfaction, brand image, and trust. The other two variables service quality and customer intimacy have no significant effect on customer loyalty .
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    Factors affecting customer satisfaction on Brand X green tea: a case study of Bangkok consumers
    (Assumption University Press, 2017) Tipjaree Chanruechai ; Fernando, Maria Socorro Cristina L.
    This research determines the factors affecting customer satisfaction on Brand X green tea as well as the relationship between independent variables (quality of tea, price, brand image, and health concern) and dependent variable (customer satisfaction). The quantitative method was used in this research. The sampling procedure is non-random snowball sampling. The survey questionnaire is an online questionnaire via social network including Facebook, Line application, and Twitter. The scope of this research includes 385 Bangkokians who have purchased Brand X green tea. The data analysis used a statistical analysis program to perform descriptive, correlation, and multiple linear regression. The research found that the quality of tea is the most significant factor in customer satisfaction. Price and brand image have significant relationships with customer satisfaction. In contrast, health concern has no significant relationship with customer satisfaction on Brand X green tea.
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    Factors affecting purchase intention of BYD new energy vehicles in China
    ( 2019) Tan, Wenchao ; Chittipa Ngamkroeckjoti
    This research aimed on how determinants factors (Brand Image, Brand Reputation, Selfimage congruence, Subjective Norm, Perceived Behavioral Control and Environmental Attitude) affect the purchase intention of BYD new energy vehicle, one of the new energy vehicles made by a Chinese brand. This study used the two mixed method design by Creswell (2008). The mixed method is a combination of qualitative and quantitative research methods. This study also seeks to identify the factors that influencing purchase intention of BYD new energy vehicles in China by adapting modified Theory of Planned Behaviour (TPB). Firstly, the researcher conducted two rounds of interviews as a qualitative research, and then designed a questionnaire. All 100 sets of questionnaires were distributed via Wenjuanxing Forms (online survey). Multiple Linear Regression (MLR) was applied and the findings show that brand image has the greatest significant impact on purchase intention of BYD new energy vehicles, while subjective norm is the second, following by self-image congruence. This study will greatly help researchers and practitioners understand the complex relationships among brand image, brand reputation, self-image congruence, subjective norm, perceived behavioral control and environmental attitude towards purchase intention of BYD new energy vehicles in China.
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    Factors Affecting Repurchase Intention of Smartphone: A Case Study of Huawei Smartphone in Yangon, Myanmar
    ( 2015-09) Win, Khin Sandar ; Sirion Chaipoopirutana
    This study investigates the relationship between functional value, price consciousness, word of mouth, brand image, attitude towards product and repurchases intention of a smartphone brand. To do so, a survey was conducted by distributing 420 questionnaires in 7 different shopping malls in Yangon, Myanmar. The data collected was analyzed using SPSS and hypotheses were examined by employing the Pearson correlation and multiple linear regression. The results show that there is a positive and significant relationship among functional value, word of mouth, price consciousness towards attitude towards product and brand image, attitude towards product, word of mouth influences repurchase intention. Based on these results, it seems that the smart phone company needs to develop marketing strategy to increase repurchase intention.
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    Factors influencing customer purchase intention of fitness center membership:a case study of MBA students at Assumption University city campus
    (Assumption University Press, 2017) Nanthana Rujiramora
    The increase of fitness center market attracts the investors as the health conscious trend of Thais that boom in last couple years. Numerous new health care businesses are coming to the industry. To keep the leader status in the industry and achieve business goal by increasing profit, the existing companies need to know their customers very well and serve their needs completely. This study aims to determine which factors and criteria influence customer intention to purchase in fitness center membership in central Bangkok area which has three brands , namely Fitness First, TRUE Fitness and Virgin Active. The variables in this conceptual framework are purchase intention (dependent variable) and number of branches, brand image, activity class, facility, staff service quality, price and demographic factors (independent variable). This present study uses quantitative research method and used data gathered from survey questionnaire from 152 respondents who are MBA students at Assumption University City Campus. The multiple linear regression is used for analyzing the statistical relationship between independent variables and dependent variable. The results of the study shows that price is the most influencing factor toward customer purchase intention in fitness center membership, followed by facility and number of branches. The management team can use this results for improving their products and services to be top of mind brand and compete in the intense competition.
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    Factors relating to brand loyalty of a Fitness Health Club franchise Business in Vienna, Austria
    (Assumption University Press, 2016) Krivic, Sarah J. ; Loh, Aaron
    This study focused on brand loyalty for an international, franchised Fitness Health Club in Vienna, Austria. The researcher found six independent variables in order to analyse customers' brand loyalty towards the above mentioned Fitness Health Club. The data was collected through 366 useful questionnaires from the Fitness Health Club and its day-to-day customers and members in Vienna, Austria. The research tested the relationship between brand loyalty and seven variables, which were advertising spending, brand image, brand trust, customer orientation, corporate social responsibility (CSR), satisfaction and overall valuation of services. The researcher finds that all null hypotheses were rejected through the Pearson Correlation technique, which showed that there were statistically positive relationships among the variables.
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    Foreign-Branding, Product Evaluations, and Brand Image: An Experiment on Brand Pronunciation in Thailand
    ( 2012) Amonrat Thoumrungroje
    The use of foreign branding has become a popular strategy to employ on local products. A betweensubjects experimental design involving a total of 80 Thai participants was conducted to examine the effects of foreign branding on consumers product evaluations and attitudes toward the brand. Foreign branding was manipulated as English and Thai pronunciation of six fictitious brand names. The results indicate that English pronunciation fostered higher perceptions of product hedonism, regardless of whether the product is actually hedonic, hybrid or utilitarian, suggesting that such foreign branding may offer inherently greater emotional meaning across all product types as compared to Thai brands. Furthermore, English pronunciation created more favorable overall attitudes toward the brand and brand name as compared to the Thai pronunciation across all three product types.
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    Impact of perceived service on brand image and repurchase intentions of Thai passengers towards low cost carriers
    (Assumption University, 2013) Shanyalak Sangkatat Na Ayutthaya ; Assumption University. Martin de Tours School of Management and Economics
    Since the application of the Open Sky Policy in 2002, Low Cost Carriers (LCCs) have been gaining a progressive market share in Thailand. However the numbers of academic researchers in this field are limited, the researcher hence focused on Thai passengers traveling on LCCs to explore new knowledge. Based on a comprehensive literature review, the conceptual model investigated whether the perceived service quality affects airline brand image and repurchase intention of Thai passengers was developed and tested in LCCs sector. Data from four hundred travelers was obtained and statistically analyzed; a regression analysis aided in examining the impacts of tested variables. The results revealed that the perceived service quality of Thai passengers had a significant impact on the LCCs' brand image, with the empathy aspect being the most critical factor. Besides, the carriers' brand image proved to have an influence on passengers' repurchase intention. The brand evaluation dimension provided the stron- gest support, whereas brand experience, brand expectation and brand strength were also statistically significant in explaining Thai passengers' repeat patronage.
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    Is corporate social responsibility a determinant of purchase intention? : a case study of Ncell Nepal
    ( 2015) Sharma, Sumit ; Thongdee Kijboonchoo
    This study investigates the relationship between Corporate Social Responsibility (CSR) activities performed by a company and its behavioral effects on customer behavior indicators namely: brand image, perceived price fairness, awareness of CSR, and purchase intention. This study also takes into account perceived service quality and its influence on customer purchase intention. The researcher surveyed about 401 respondents of generation Y in Nepal. Structural Equation Modeling was applied for the data analysis. The results showed that there exists a relationship between corporate social responsibility, perceived price fairness, brand image and purchase intention. However, the research uncovered that there exists a negative relationship between awareness of CSR and purchase intention, and that perceived service quality affects purchase intention in a positive manner.
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    The products' factors affecting purchase intention: a case study of condominium in Bangkok, Thailand
    (Assumption University Press, 2017) Thaninrath Wonggotwarin ; Kim, Seongdok
    The objective of research is to examine the effect of product’s factors which are product quality, service quality, brand image, and product design of condominium toward purchase intention of condominiums in Bangkok. In Thailand, due to the popularity of condominiums, the expansion of investment on this market has continually grown year by year and the condominium market has become highly competitive. This current research is significant in that it would help condominium developers know about what kind of condominiums preferred by potential buyers in greatly competitive market as in Bangkok. A survey questionnaire was utilized and it was distributed via online platforms. Data were collected from sample of 400 people who are considering to purchase condominiums in Bangkok. Findings of this research show that product design, product quality, and brand image are statistically significant predictors for purchase intention. Critical and practical recommendations for condominium developers and marketers are suggested to secure their competitiveness in the condominium market.
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    A study on Myanmar tourists’ loyalty based on Thailand as a destination brand
    ( 2016-06) Lun, Nang ; Batra, Adarsh
    This study aims to investigate Myanmar tourists’ loyalty toward Thailand as a destination brand by testing the relationships of brand loyalty with brand awareness, brand image, brand quality, and brand value. This study is based on non-probability convenience and judgment sampling with 384 respondents of Myanmar tourists who have visited Thailand during October and November 2015. The questionnaires were distributed at the air ticket check-in areas of Suvarnabhumi and Don Mueng International airports in Bangkok. The data were analyzed by descriptive and inferential analyses. The Pearson’s correlation was used to achieve favorable hypotheses testing. The findings of the hypotheses indicated that there is a moderate positively significant relationship between brand awareness and brand loyalty. It was showed that the majority of Myanmar tourists have awareness of Thailand as a destination since most of them know/ hear about Thailand before visiting. Additionally, there is a strong positively significant relationship between brand image and brand loyalty, brand quality and brand loyalty, and brand value and brand loyalty. In Myanmar respondents’ point of view, they have a positive image of Thailand as a destination brand. Also they believed that Thailand has high level of brand quality as majority of them expressed Thailand was the best destination choice for visiting. Besides, they believed Thailand provides value for money. Finally, it was also found that the most influent information source besides friends and family was social media (e.g. facebook) and followed by TV, movie, travel agents, and Youtube. Additionally, this research would help tourism related organizations such as national tourism organizations, tour operators and travel agents, hotels to be more understanding about the loyalty of Myanmar tourists toward Thailand as a destination brand.
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