The Brand Globalness Communicated by Global and Local Brand in Thailand
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Abstract
The purposes of this research are (1) to examine the brand globalness communication presented by global and local brand advertisement and (2) to test the relationship between perceived brand globalness, perceived brand quality and consumer purchasing intention. This study is divided into two parts. In the first part, the qualitative research methods which include document study and textual analysis are used to study the brands’ advertisement. The second part is a quantitative research in which questionnaires are used to collect the data from 400 male and female respondents in Bangkok area. SPSS program is used for data processing. The result of this research shows that the brand globalness can be communicated with three dimensions: (1) the verbal dimension through brand name and slogan, (2) the aesthetic dimension through spokesperson and brand logo and (3) the thematic dimension through advertising theme. Furthermore, perceived brand globalness positively correlated with the perceived brand quality and consumer purchasing intention. The perceived brand quality positively correlated with consumer purchasing intention as well.
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References
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