A Comparative Analysis of the Impact of Digital Marketing Mix (4Es) and Branding Strategies on Buying Intentions for Honda, Yamaha, and Vespa (Motorcycles in Thailand's Online Market Under 300 cc.)
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Abstract
This research primarily focuses on comparing the top three motorcycle brands. It highlights the success factors that influence buying intention in the digital era for Honda, Yamaha, and Vespa motorcycles in Thailand. The study examines the exogenous effects of four digital marketing mix variables—Experience, Exchange, Everyplace, and Evangelism—as well as two brand strategy variables, Brand Distinctiveness and Brand Attractiveness. Brand Attitude serves as a mediator variable, transferring its effect to Buying Intention. The sample group consists of customers who use online information to purchase motorcycles from three brands. The analysis uses the Structural Equation Model. The results of the analysis showed comparative findings. The results of the study revealed the influence of independent variables in both similar and different dimensions. Honda found the effect of Exchange, Everyplace, Evangelism, and Brand Attractiveness. Yamaha found the effect of Experience, Brand Distinctiveness and Brand Attractiveness. Meanwhile, Vespa found the effect of Experience, Exchange, Everyplace, Evangelism, Brand Distinctiveness and Brand Attractiveness. The results of the analysis are consistent with each brand's strategy in the actual market situation. These findings can be used to further develop and improve the digital marketing mix and brand strategies.
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