Brand Awareness, Attitude and Purchase Intertion of Thai Consumers Towards Products Presented by Brand Presenters and Non-Brand Presenters in Korean Drama

Abstract

            The purpose of this research is to study the variations of brand awareness, attitude and purchase intention of Thai consumers towards products in Korean dramas which are presented by brand presenter and non-brand presenter and also the relationship of brand awareness, attitude and purchase intention of products in Korean dramas. This research studies two Korean dramas which are Descendant of the Sun and Doctors that are popular and well-known in both Korean and Thailand. These shows are rated by the trustworthiness websites of both countries. The research data was collected from 400 respondents aged from 18 and used to watch Descendant of the Sun and Doctors for at least 8 episodes (from 20 episode each). The results of the research can be divided into 2 parts. First it is found that there are variations of brand awareness, attitude and purchase intention of Thai consumers towards products in Korean dramas which are presented by brand presenter and non-brand presenters. Second it is found that there is no correlation among the concepts of brand awareness, attitude and purchase intention of products in Korean dramas.