Development of Co-Branding Marketing Strategies for Organic Rice Products of Ban Chok Muang Community Enterprise, Kham Yai Subdistrict, Ubon Ratchathani Province
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Abstract
This article aimed to (1) examine co-branding marketing factors; (2) analyze the influence of co-branding marketing factors on consumers’ acceptance of co-branding; (3) investigate the effects of co-branding acceptance on marketing outcomes; and (4) develop co-branding marketing guidelines for Ban Chok Muang organic rice products in Ubon Ratchathani Province. This study adopted an exploratory mixed-methods research design. The qualitative data were obtained from 25 key informants, consisting of 15 community enterprise members and 10 marketing partners, who were selected using purposive sampling. The quantitative data were collected from 150 organic rice consumers through convenience sampling, combined with respondent screening criteria to ensure that participants possessed the relevant qualifications for completing the questionnaire. The research instruments included a questionnaire, an in-depth interview form, and focus group discussion guidelines. The data were analyzed using frequency, percentage, mean, standard deviation, correlation analysis, multiple regression analysis, and content analysis. The research results were found as follows; 1. Overall, the co-branding marketing factors were rated at a high level, with perceived value receiving the highest mean score. 2. All five co-branding marketing factors significantly influenced consumers acceptance of co-branding at the .01 level and collectively explained 74.30 percent of the variance in co-branding acceptance. 3. Awareness, trust, and attitude significantly influenced purchase decision at the .01 level and collectively explained 71.60 percent of the variance in purchase decision. 4. The appropriate co-branding marketing guideline was the B-C-S-A-M Model, consisting of Brand Identity, Co-Branding Partner Selection, Shared Value Creation, Consumer Acceptance, and Marketing Outcomes. The findings of this study contribute to the body of knowledge on co-branding marketing in the context of community enterprises and can serve as practical guidelines for enhancing the value, credibility, and marketing potential of organic agricultural product
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