Influence of Integrated Marketing Communication and Brand Image on Brand Equity in Bangkok.

Authors

  • ฐนันวริน โฆษิตคณิน

Keywords:

Integrated marketing communication, Brand Image, Brand Equity

Abstract

This study aimed to integrated marketing communication and brand image effect on Chinese brand equity of consumers. In Bangkok, collecting information from consumers In Bangkok, 385 samples were sampling using quota sampling. The research instrument was a questionnaire that was validated for accuracy, data was analyzed by frequency, mean, standard deviation and multiple linear regression statistics at a significance level of 0.05.

            The study found that There are two aspects of integrated marketing promotion: direct marketing. Sales by using salespeople This affects the Chinese brand image of consumers in Bangkok. Integrated marketing promotion in 3 areas: sales by using the work Sales of marketing activities and Marketing directly affects the value of other brands of consumers in Bangkok. The Chinese brand image consists of 3 aspects: personality of the brand, the product side, and the country of origin. This affects the value of the Chinese brand of consumers in Bangkok.

The entrepreneurs should pay more attention to the integrated marketing promotion and focus on organizing all 3 marketing activities to promote the Chinese brand value of the consumers. Consume.

References

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Published

2023-06-30

How to Cite

โฆษิตคณิน ฐ. (2023). Influence of Integrated Marketing Communication and Brand Image on Brand Equity in Bangkok. Sahasat: Journal of Social Sciences and Humanities, 23(1), 98–113. retrieved from https://so02.tci-thaijo.org/index.php/sahasart/article/view/253211

Issue

Vol. 23 No. 1 (2566): January - June

Section

Research Article

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