The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, ...The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, brand purchase intention, brand satisfaction and brand loyalty along with the consumer behavior. The respondents are 379 males and females who have at least occasionally had a beer during the past few years. The findings show that males are more likely to drink beer regularly and in larger quantities. The average respondent seems to drink beer in order to relax and socialize at parties. Respondents recognize Leo beer more than the other two brands in this study. Descriptive statistics and statistical analysis are presented for individuals, managers, as well as for advertising and marketing professionals. Suggestions and links for personal brand building are also offered.展开更多
This study examined whether exposure to a firm＇s report of corporate social responsibility （CSR） activities affected attitudes toward the firm and increased behavioral intent to purchase products and services from ...This study examined whether exposure to a firm＇s report of corporate social responsibility （CSR） activities affected attitudes toward the firm and increased behavioral intent to purchase products and services from it. Findings showed that increased knowledge of a company＇s CSR deeds fosters positive attitudes and favorable purchase intentions toward the company. Reports that compared the firm＇s CSR activities to the competitor＇s activities favorably affected consumers＇ attitudes and purchase intentions positively. On the other hand, self-promotional reports affected neither attitudes nor purchase intentions significantly.展开更多
Based on the theory of the brand alliance, this paper expounds the competitive advantages and classifications of the strategy of the brand alliance, analyzes the brand development of the textile and apparel industries...Based on the theory of the brand alliance, this paper expounds the competitive advantages and classifications of the strategy of the brand alliance, analyzes the brand development of the textile and apparel industries in Shanghai, and puts forward the countermeasures and suggestions for the enterprises to scientifically and rationally formulate the strategies of the development of the brands, and constructs the structural equation model in line with the purchase intentions of the consumers based on the case of the combination of the brands of the components and fibers and the clothing under the Shanghai Textile Group.展开更多
文摘The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, brand purchase intention, brand satisfaction and brand loyalty along with the consumer behavior. The respondents are 379 males and females who have at least occasionally had a beer during the past few years. The findings show that males are more likely to drink beer regularly and in larger quantities. The average respondent seems to drink beer in order to relax and socialize at parties. Respondents recognize Leo beer more than the other two brands in this study. Descriptive statistics and statistical analysis are presented for individuals, managers, as well as for advertising and marketing professionals. Suggestions and links for personal brand building are also offered.
文摘This study examined whether exposure to a firm＇s report of corporate social responsibility （CSR） activities affected attitudes toward the firm and increased behavioral intent to purchase products and services from it. Findings showed that increased knowledge of a company＇s CSR deeds fosters positive attitudes and favorable purchase intentions toward the company. Reports that compared the firm＇s CSR activities to the competitor＇s activities favorably affected consumers＇ attitudes and purchase intentions positively. On the other hand, self-promotional reports affected neither attitudes nor purchase intentions significantly.
文摘Based on the theory of the brand alliance, this paper expounds the competitive advantages and classifications of the strategy of the brand alliance, analyzes the brand development of the textile and apparel industries in Shanghai, and puts forward the countermeasures and suggestions for the enterprises to scientifically and rationally formulate the strategies of the development of the brands, and constructs the structural equation model in line with the purchase intentions of the consumers based on the case of the combination of the brands of the components and fibers and the clothing under the Shanghai Textile Group.
