Brand Personality and Perceived Brand Equity of Local Identity Hand-Woven Plastic Bags: A Case Study of the Khlong Mai Subdistrict Administrative Organization Thailand

บทคัดย่อ

This research consists purposes were 1. to examine the level of brand personality perception of hand-woven plastic bags produced in Khlong Mai Subdistrict, Sam Phran District Nakhon Pathom Province 2. to analyze the influence of brand personality dimensions on the perceived local identity brand equity of the products and 3. to propose guidelines for developing a distinctive brand personality that reflected the local identity of the Khlong Mai community. The study employed a quantitative research approach. Data were collected from a sample of 400 consumers of hand-woven plastic bags, determined using W.G. Cochran’s formula at a 95% confidence level and selected through purposive sampling. The research instrument was a questionnaire developed based on the Brand Personality framework and adapted into six relevant dimensions sincerity, excitement, sophistication/refinement, sustainability, localness and reliability Data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that 1) consumers’ perception of the brand personality of hand-woven plastic bags was at a relatively high level (x̄ = 3.94, S.D. = 0.12) 2) all brand personality dimensions positively and significantly influenced perceived local identity brand equity (p < 0.05), with sincerity exhibiting the strongest effect on brand equity perception (β = 0.26, p < 0.01) and 3) brand development guidelines should emphasize the design of patterns and colors that reflected the unique local identity of Khlong Mai, the use of digital communication channels to convey the product’s story and the creation of a brand image connected to community lifestyle and culture. These approaches were essential for enhancing brand recognition and consumer loyalty, thereby supporting the sustainable development of the community enterprise.