A Causal Relationship Model of Marketing Mix Effects on Private Labels Brand Equity in Chonburi Province: An Analysis of Multi-Group.

Abstract

The purpose of this research were to 1. develop the causal relationship model of marketing mix effects on private labels brand equity in Chonburi Province 2. validate the causal relationship model of marketing mix effects on private labels brand equity in Chonburi Province and 3. examine the model invariance of marketing mix effects on private labels brand equity in Chonburi Province: an application of the multiple group analysis. This research applied Mixed Methods. The model consisted of 7 latent variables and 19 observed variables. The sample consisted of 1000 private label customers by multi-stage sampling. The research instrument was a five rating scale questionnaire. Causal relationship modeling involved the use of AMOS. The result indicated that 1) the adjusted model was consistent with empirical data (Chi-Square = 158.10 df = 172 Relativec² = .92 GFI = .97 AGFI =.96 NFI = .95 RMSEA = .00 RMR=.02). The variables in the model accounted for 77 2) percent of the total variance of private labels brand equity. The distribution intensity, price and monetary promotion had negativ direct effect to private labels brand equity with 92, .04 and .23 influence coefficient. The advertising spend, In-store activity and In-store communication with 1.39, .06 and .65 influence coefficient. and 3) The result of the invariance examination found that the private labels brand equity model had the same structural relationship of variable or invariance of Lotus Brand ana Big-C Brand, but the parameters were variance among the target groups.