อิทธิพลของภาพลักษณ์ตราสินค้า อัตลักษณ์ตราสินค้า การรับรู้คุณค่า และความรักในตราสินค้าต่อการเป็นสาวกตราสินค้าสมาร์ทโฟนในประเทศไทย
Article Sidebar
Main Article Content
บทคัดย่อ
งานวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาปัจจัยที่มีอิทธิพลต่อการเป็นสาวกตราสินค้าสมาร์ทโฟน โดยทำการศึกษาใน
4 ปัจจัย ได้แก่ ภาพลักษณ์ตราสินค้า อัตลักษณ์ตราสินค้า การรับรู้คุณค่า และความรักในตราสินค้า โดยกลุ่มตัวอย่างในงานวิจัยครั้งนี้ ได้แก่ ผู้บริโภคที่ใช้สมาร์ทโฟนไอโฟนและซัมซุงมาเป็นระยะเวลาไม่น้อยกว่า 6 เดือน จำนวน 800 คน งานวิจัยนี้เป็นงานวิจัยเชิงปริมาณ และใช้แบบสอบถามเป็นเครื่องมือในการวิจัย ใช้วิธีการสุ่มตัวอย่างด้วยวิธีตามสะดวก และสถิติที่ใช้ในการวิเคราะห์ข้อมูล คือ ค่าร้อยละ ค่าเฉลี่ย และการวิเคราะห์สมการถดถอยในการทดสอบสมมติฐาน ผลการวิจัย พบว่า ปัจจัยด้านภาพลักษณ์ตราสินค้า อัตลักษณ์ตราสินค้า การรับรู้คุณค่า และความรักในตราสินค้ามีอิทธิพลต่อการเป็นสาวกตราสินค้าอย่างมีนัยสำคัญทางสถิติที่ 0.00 โดยผลการวิจัยในครั้งนี้จะเป็นประโยชน์ในการกำหนดกลยุทธ์ทางการตลาดและการสื่อสารตราสินค้าไปยังผู้บริโภคเพื่อให้เกิดสาวกตราสินค้า ซึ่งจะสร้างความแข็งแกร่งให้กับตราสินค้าและทำให้ตราสินค้ามีความได้เปรียบทางการแข่งขันต่อไป
Article Details
อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Journal of TCI is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence, unless otherwise stated. Please read our Policies page for more information...
เอกสารอ้างอิง
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.
Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership. The Free Press.
Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266.
Alkhawaldeh, A. M., Al-Salaymeh, M., Alshare, F., & Eneizan, B. M. (2017). The effect of brand awareness on brand loyalty: Mediating role of brand commitment. European Journal of Business and Management, 9(36), 38-47.
Alnawas, I., & Altarifi, S. (2015). Exploring the role of brand identification and brand love in generating higher levels of brand loyalty. Journal of Vacation Marketing, 22(2), 1-18.
Anggarini, L. (2018). Understanding brand evangelism and the dimensions involved in a consumer becoming brand evangelist. Sriwijaya International Journal of Dynamic Economics and Business, 2(1), 63-84.
Becerra, E. P., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5), 371-383.
Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504-518.
Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 24(3), 412-426.
Brandage Online. (2024). Foldable Smartphones See Rocketing Sales Growth of 33%: Samsung Leads While Huawei Follows Closely Behind. https://www.brandage.com/article/38368 [in Thai]
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
Celikkol, S. (2020). Brand image and brand trust's effect on brand loyalty: A study in the hospitality industry. Journal of Tourism and Gastronomy Studies, 8(4), 718-728.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Cho, E. (2011). Development of a brand image scale and the impact of lovemarks on brand equity [Doctor’s thesis]. Iowa State University.
Cuong, D. T. (2020). The impact of customer satisfaction, brand image on brand love and brand loyalty. Journal of Advance Research in Dynamical & Control Systems, 12(6), 3151-3159.
Dam, T. C. (2020a). Influence of brand trust, perceived value on brand preference and purchase intention. Journal of Asian Finance, Economics and Business, 7(10), 939-947
Dam, T. C. (2020b). The effect of brand image, brand love on brand commitment and positive word-of-mouth. Journal of Asian Finance, Economics and Business, 7(11), 449-457.
Doss, S. K. (2014). Spreading the good word: Toward an understanding of brand evangelism. Journal of Management and Marketing Research, 14(1), 1-16.
Elbanawey, M. M. (2017). Factors affecting consumer–brand identification: An empirical study among smartphone users in Egypt. Journal Management System. 37(4). 1-23. https://doi.org/10.21608/caf.2017.126580
Fornell, C., & Larcher, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Ghorbanzadeh, D., Saeednia, H., & Rahehagh, A. (2020). Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran. Cogent Business & Management, 7(1), 1-39.
Giovanis, A., & Athanasopoulou, P. (2018). Understanding lovemark brands: Dimensions and effect on brand loyalty in high-technology products. Spanish Journal of Marketing, 22(3), 273-295.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate data analysis (8th ed.). Pearson Education.
Harrigan, P., Roy, S. K., & Chen, T. (2021). Do value cocreation and engagement drive brand evangelism?. Marketing Intelligence & Planning, 39(3), 345-360.
Heinrich, D., Bauer, H. H., & Mühl, J. C. M. (2008). Measuring brand love: Applying Sternberg’s triangular theory of love in consumer-brand relations. In Australian and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat (pp. 1-9). Promaco Conventions.
Homjitr, S. (2015). Factors affecting brand loyalty of essence of chicken brand towards consumers in Bangkok [Master’s thesis]. University of the Thai Chamber of Commerce.
International Data Corporation. (2024). Worldwide smartphone market up 7.8% in the first quarter of 2024 as Samsung moves back into the top position, according to IDC Tracker. https://www.idc.com/getdoc.jsp?containerId=prUS52032524
Kawasaki, G. (1991). Selling the dream. Harper Collins.
Kazmi, S. H. A., & Khalique, M. (2019). Brand experience and mediating roles of brand love, brand prestige and brand respect. Market Forces College of Management Sciences, 14(2), 78-98.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification. Journal of Targeting Measurement and Analysis for Marketing, 18(3), 167-176.
Lee, S., Jeon, S., & Kim, D. (2011). The impact of tour quality and tourist satisfaction on tourist loyalty: The case of Chinese tourists in Korea. Tourism Management, 32(5), 1115-1124.
Licsi, A. (2022) iPhone: status symbol or simply a gadget? Philstar. https://qa.philstar.com/opinion/2022/09/14/2209503/iphone-status-symbol-or-simply-gadget.
Limmannon, P. (2007). Customer Relationship Management Strategies. Bangkok: Parina Press. https://elibrary.pim.ac.th/cgi-bin/koha/opac-detail.pl?biblionumber=11391&query_desc=an%3A30 [in Thai]
Liu, H. Y. (2021). Perceived value dimension, product involvement and purchase intention for intangible cultural heritage souvenir. American Journal of Industrial and Business Management, 11(1), 76-91.
Lothongkham, T. (2010). The matter of brand. Bangkok, Thailand: Chulalongkorn University Book Center. http://library.christian.ac.th/opac/showsearch_bk.php?pointer=T031630 [in Thai]
Mabkhot, H. A., Shaari, H., & Salleh, S. M. (2017). The influence of brand Image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Journal Pengurusan, 50(1), 71-82.
Mamesah, S., Tumbuan, W. J. F. A., & Tielung, M. V. J. (2020). The influence of brand identification and brand satisfaction of smartphone products on brand evangelism. Jurnal EMBA, 8(1), 11-20.
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F., & Bonaiuto, M. (2020). Apple or Huawei: Understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability, 12(1), 1-22.
Marketeer. (2018). Marketeer Takes You to Samsung Forum 2018: Showcasing Samsung Innovations in the Heart of Rome. https://marketeeronline.co/archives/10406 [in Thai]
Marticotte, F., Arcand, M., & Baudry, D. (2016). The impact of brand evangelism on oppositional referrals towards a rival brand. Journal of Product & Brand Management, 25(6), 538-549.
Matzler, K., Pichler, E. A., & Hemetsberger, A. (2007). Who is spreading the word? The influence of extraversion and openness on consumer passion and evangelism. In American Marketing Association’s Winter Educators’ Conference 2007: Marketing Theory and Applications (pp. 1-22). American Marketing Association.
McConnell, B., & Huba, J. (2002). Creating customer evangelists: How loyal customers become a volunteer sales force. Jackie Huba LLC.
McEwen, W. J. (2005). Married to the brand: Why consumers bond with some brands for life. Gallup Press.
Nielsen. (2015). Nielsen's 2015 global corporate sustainability report. Nielsen Corporation.
Nurfitriana, R., Surachman, S., & Hussein, A. S. (2020). The influence of brand image and brand love on customer loyalty mediated by customer engagement: Study on consumers of Wardah cosmetics. Management and Economics Journal, 4(2), 105-116.
Özgen, C., & Reyhan, S. (2020). The effect of consumer multiple perceived value on the purchase intention: A study of sports nutritional supplements. African Educational Research Journal, 8(2), 194-200.
Pattaratanakun, E. (2021). Evangelist marketing: What you need to know about why people become fans. https://positioningmag.com/1207562 [in Thai]
Pornsrimate, K., & Khamwon, A. (2020). Building brand evangelism through social media micro-influencers: A case study of cosmetic industry in Thailand. International Journal of Social Science Research, 2(3), 84-99.
Pornsrimate, K., & Khamwon, A. (2021). How to convert Millennial consumers to brand evangelists through social media micro-influencers. Innovative Marketing, 17(2), 18-32.
Porter, S. S., & Claycomb, C. (1997). The influence of brand recognition on retail store image. Journal of Product and Brand Management, 6(6), 373-87.
Prasujaritwong, S. (2023). Why iPhone Has Become a Status Symbol. Beartai. https://www.beartai.com/life/trends/1304204 [in Thai]
Ramayah, T., Rahman, S. A., & Ling, N. C. (2018). How do consumption values influence online purchase intention among school leavers in Malaysia? Review of Business Management, 20(4), 638-654.
Riorini, S. V., & Widayati, C. C. (2015). Brand relationship and its effect towards brand evangelism to banking service. International Research Journal of Business Studies, 8(1), 33-45.
Saengdao, D. (2022). The legal capacity of minors to give consent as data subjects [Master’s Thesis]. Chulalongkorn University.
Salehzadeh, R., & Pool, J. K. (2016). Brand attitude and perceived value and purchase intention toward global luxury brands. Journal of International Consumer Marketing, 29(2), 1-9.
Sharma, P., Sadh, A., Billore, A., & Motiani, M. (2022). Investigating brand community engagement and evangelistic tendencies on social media. Journal of Product & Brand Management, 31(1), 16-28.
Sondoh Jr, S. L., Fook, L. M., Tanakinjal, G. H., & Chai, W. L. (2020). Perceived Value and customer satisfaction of smartphone brand among youth: The moderating effect of gender.
Malaysian Journal of Business and Economics, 7(1), 39-55.
Song, H., Bae, S. Y., & Han, H. (2019). Emotional comprehension of a name-brand coffee shop: Focus on lovemarks theory. International Journal of Contemporary Hospitality Management, 31(3), 1046-1065.
Unal, S., & Aydin, H. (2013). An investigation on the evaluation of the factors affecting brand love. Procedia-Social and Behavioral Sciences, 92(1), 76-85.
