Modeling the Perceived Quality of Som Klieng: The Role of Engagement, Brand Identity, and Communication Strategies in Lampang Province

Abstract

This study analyzes the causal relationships between consumer engagement, marketing communication, brand identity, and identity communication that influence the perceived quality of Som Klieng, a GI-certified fruit from Lampang Province. The objective is to understand how these variables shape consumer perceptions and highlight the role of integrated marketing communication in enhancing product value. A quantitative research approach is employed, utilizing Structural Equation Modeling (SEM), on data collected from 385 consumers across six regions in Thailand. A structured questionnaire with a 5-point Likert scale measures the key constructs, and the analysis includes descriptive statistics, correlation, and path analysis.

The results reveal that consumer engagement has a significant influence on marketing communication (β = 0.681) and brand identity (β = 0.590), which in turn affect perceived quality (β = 0.456 and β = 0.437, respectively). Brand identity also impacts identity communication (β = 0.594), which plays a mediating role in enhancing perceived quality. However, consumer engagement does not directly affect identity communication. The proposed model exhibits a good fit, as indicated by statistical indicators, including χ² = 5.696, χ²/df = 1.696, GFI = 0.991, CFI = 0.996 and RMSEA = 0.139 demonstrating acceptable model adequacy.

This research contributes to increasing consumer awareness of the cultural and geographical uniqueness of Som Klieng. The findings suggest that farmers and related stakeholders should foster experiential engagement strategies and co-create marketing efforts to strengthen product identity, expand consumer bases, and support sustainable agro-tourism. These strategies not only enhance brand perception but also promote grassroots economic development and the long-term value of local GI products.