The Causal Factors of Brand Value in the Perspectives of Members of the House of Representatives (MPS) in Thailand

Abstract

           In the said election, every political party used various strategies to Campaign to communicate and propose various political policies. Every political party has to compete and must build their own political party brand. The selection of people to be the brand of a political party is very important to the image of a political party. To allow the public to access and know more Therefore, it is necessary to receive education causal factors of brand value from the perspective of voters of Members of the House of Representatives (MPs) in Thailand. The research using a combination of population and sample groups, namely voters of Members of the House of Representatives (MPs). A total of 560 people collected data using online questionnaires. And the data was analyzed using structural equation modeling (SEM). The results found that the majority of respondents were female, Gen Y age = 27 years - 43 years, Bachelor's degree education. Occupation: Private organization employee Monthly income between 15,000 - 30,000 baht. Reviews/opinions on websites or other social media networks were read before making a selection (such as Facebook, Line, Pantip). The results of the hypothesis testing found that Political Marketing Mix, Good Governance of political parties and Service Quality of Members of the House of Representatives (MPs) has a positive direct effect and a positive indirect effect through brand value from the perspective of the voters of the House of Representatives (MPs) towards their election decisions. Member of the House of Representatives (MPs)