The Antecedents of Intention to Supported Thai’s Products of CLMV Consumer
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Abstract
The objectives of this research were to study the influences of brand equity, country of origin image, marketing stimuli, and national pride on the intention to support Thai goods. This research employed a quantitative method. The sample consisted of 400 consumers in Vietnam and Cambodia who had the experience of using goods originating from Thailand, obtained by multi-stage sampling. The size of the sample was determined based on the criterion of 20 times the observed variables. Data were collected with the use of a questionnaire and analyzed with a structural equation model. The research findings showed that marketing stimuli had the highest overall influence on the intention to support Thai goods among consumers in the CLMV countries, followed by brand equity, national pride, and country of origin image, respectively. These research findings can serve as guidelines for Thai investors to manage their export businesses and marketing strategies as well as to communicate effectively in order to enhance the image and value of their products, organizational brands, and Thailand as s whole. This represents an important step to promote the intention to support Thai products among consumers in CLMV countries. Moreover, the Ministry of Commerce can use these findings in planning and determining policies to promote the intention to support Thai products among consumers in the ASEAN region, especially those from Vietnam and Cambodia, who serve as important markets for Thai entrepreneurs,
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