INTEGRATED MARKETING COMMUNICATION MODEL FOR CREATING BRAND LOYALTY TO EUROPEAN CARS IN THAILAND
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Published:
Jul 4, 2020
Keywords:
Car factors, Psychological factors, Integrated marketing communication tools, Brand Loyalty, Thailand
Main Article Content
Abstract
This research seeks to obtain an understanding of the extent to which car factors and psychological factors can create brand loyalty on its own or through integrated marketing communication tools. The data were collected by questionnaire survey to 480 European car's owners of top four European brands in Thailand. Personal characteristics are described in terms of frequencies and percentages. The four measurement models consist of Car Factors, Customer's Psychological Factors, Integrated Market ing Communication (IMC) Tools and Brand Loyalty are specied by Conrmatory Factor Analysis, Path Analysis while the structural equation model specied the causal relationships among the latent variables. The statistical model developed by this research shown the ability to predict value perception to accept able degree with a multiple correlations squares (R) of 89 %, GFI = 0.98, AGFI = 0.95, Chi-Square = 114.93, df = 96, P-Value = 0.091, and RMSEA = 0.020. Research nding showed that integrated marketing communication tools are considered to be key success factors for creating brand loyalty for European
passenger cars in Thailand.
Article Details
Section
Research Articles
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
References
Reference
Aaker, D. A. (2004). Brand Portfolio Strategy. New York: The Free Press. Allen, M. W., Ng, S. H., & Wilson, M., (2002). A functional approach to instrumental and terminal values and the value-attitude-behavior system of consumer choice. European Journal of Marketing. 36(1),111-135.
Angsuchoti, S., Vijitwanna, S., & Pinyopanuwat, R., (2011). vahālasitainšu การวิจัยทางสังคมศาสตร์และพฤติกรรมศาสตร์ : เทคนิคการใช้โปรแกรม LISREL กรุงเทพฯ:
เจริญมั่นคงการ WWW, 2554 Asean Auto Biz. (2010). Asian markets facts and figures.
Author Ataman, M.B., van Heerde, H. J., & Mela C.F. (2010). The Long-Term Effect of Marketing Strategy on Brand Sales. Journal of Marketing Research. 40(7), 866-882.
Auto Bild. (2011). Volkswagen increases investment in China. Author Baltas, G., & Saridakis, C. (2009). Brand-name effects, segment differences, and product characteristics: an integrated model of the car market. Journal of Product and Brand Management, 18(2), 143-151.
BMW. (2012). Dealer's Development Standard Materials & Specifications Requirement. Corporate Identity Manual.
Carmaines, E.G. & Mclver, J.P. (1981). Analyzing Models with Unobserved Variables. Beverly Hills: Sage.
Cengiz, E., & Yayla, H., E. (2007). The effect of marketing mix on positive word of mouth communication: Evidence from accounting offices in Turkey. Innovative Marketing, 3(4),73-86
Charles, H. P., & Charles, F. F. (1988). Advertising: A Decision-Making Approach. New York: The Dryden Press.
Creswell, J.W. (2003). Research Design: Qualitative, Quantitative, and Mixed Method Approaches (2nd ed.). London: Sage.
Devaraj, S., Matta, K.F., & Conlon, E. (2001). Product and Service Quality: The Antecedents of Customer Loyalty in the Automotive Industry. Product and Operations Management, 10(4), 424-439.
Dewhirst, T., & Davis, B. (2005). Brand strategy and Integrated Marketing Communication (IMC). Journal of Advertising. 34(4), 81-92
Fan, W.Y. (2007). The Impact of Price on Country of Origin Effect towards Attitude and Purchase-Intention. HongKong Baptist University,
D.B.A. Govers, P.C.M. (2004). “I love my Jeep, because it's tough like me: The effect of product- personality congruence on product attachment”. Ph.D. Nyenrode University.
Hair, J. F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. (2006). Multivariate Data Analysis. New Jersey:Pearson Prentice Hall.
Hanley, M. (2009). Automotive Market in Thailand: Industry Overview. Retrieved October 30, 2011, from www.ey.com.
Hjalte, S. & Larsson, S. (2004). Managing Customer Loyalty in the Automobile Industry. Ph.D. Lulea The University of Technology.
Sweden. Hu, L., & Bentler, P. M. (1999). Cut off Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Journal of Structural Equation Modeling. 6(1), 1-55.
Jasfar, F. (2001). Mediating effects of consumer trust, consumer commitment, and customer satisfaction, in buyer-seller relationships: An investigation of automobile service centers in Indonesia. D.B.A. Nova Southeastern University. The USA.
Johri, L.M., & Sangkhawasi, T. (2007). Impact of status brand strategy on materialism in Thailand. Journal of Consumer Marketing. 24(5), 275-282.
Kotler, P., & Aramstrong, G. (2001). Principles of Marketing. (9th ed.). NJ: Prentice-Hall.
Kotler, P., & Keller, K. L. (2006). Marketing Management. (12th ed.). NJ: Prentice-Hall. Malhotra, K. N. (2004). Marketing Research (4th ed.). New Jersey: Prentice-Hall.
Mercedes Benz. (2011). Corporate Identity and Regulation Standard Requirements. Corporate Identity Manual. Oica. (2010). International Organization of Motor Vehicle Manufacturers: Economic Facts 2010. Retrieved October 31, 2011, from www.oica.net.
Palmatier, R.W., Scheer, L.K. & Steenkamp, J.B. (2007). Customer Loyalty to Whom? Managing the Benets and Risks of Salesperson-Owned Loyalty. Journal of Marketing Research. 40(4), 185-199.
Picton, D., & Broderick, A. (2005). Integrated Marketing Communications. (2nd ed.) London: Prentice-Hall.
Ragas, W.M., & Roberts, S.M. (2009). Agenda Setting and Agenda Melding in an Age of Horizontal and Vertical Media: A New Theoretical Lens for Virtual Brand Communities. Journalism and Mass Communication Quarterly,86,45-64
Ramsey, R. P., & Sohi, R.S. (1997). Listening to Your Customers: The Impact of Perceived Salesperson Listening Behavior on Relationship Outcomes. Academy of Marketing Science Journal. 25, 127-137.
Schumacker, R. & Lomax, R. (1996). A Beginner's Guide to Structural Equation Modeling. Lawernce Erlbaum.
Segars, A., & Grover, V. (1993). Re-Examining Perceived Ease of Use and Usefulness: A Confirmatory Factor Analysis. MIS Quarterly, 17(1), 517-525.
Sirgy, M. J., Lee, D. J., & Tidwell, J. (2008). Effect of Self-Congruity with Sponsorship on Brand Loyalty. Journal of Business Research, 61(10), 1091-1097.
Tanmay, C., Shradha, S., & Krishnan, M. (2009). Determinants of brand equity- A blueprint for building a strong brand: A study of automobile segment in India. African Journal of Marketing Management, 1(4), 109-121.
Thai Yarnyon (2011). Automobile market statistic gures report. Volkswagen Marketing Department. Bangkok: Thailand.
Thanasuta, K., Patoomsuwan, T., Chaimahawong, V. & Chiaravutthi, Y. (2009). Brand and Country of Origin Valuations of Automobiles.
Asia Pacific Journal of Marketing and Logistics, 21(3), 355-375. .U-On. (2007). Business Research and Information Search. Bangkok: Print At Me (Thailand).
Volkswagen. (2011). Volkswagen Corporate Modular Standard. Corporate Identity Manual. Volvo. (2010). Volvo Distributor's Standard Requirement. Corporate Identity Manual.
Whelan, S., & Wohlfeil, M. (2006). Communicating brands through engagement with "lived" experiences. Journal of Brand Management, 13, (4/5), 313-329.
Yoo, B., Donthu, N., & Lee. S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Yoon, S. J., & Kim, J. H. (2000). Empirical validation of a loyalty model based on expectation disconfirmation. The Journal of Consumer Marketing. 17. 120-133.
Aaker, D. A. (2004). Brand Portfolio Strategy. New York: The Free Press. Allen, M. W., Ng, S. H., & Wilson, M., (2002). A functional approach to instrumental and terminal values and the value-attitude-behavior system of consumer choice. European Journal of Marketing. 36(1),111-135.
Angsuchoti, S., Vijitwanna, S., & Pinyopanuwat, R., (2011). vahālasitainšu การวิจัยทางสังคมศาสตร์และพฤติกรรมศาสตร์ : เทคนิคการใช้โปรแกรม LISREL กรุงเทพฯ:
เจริญมั่นคงการ WWW, 2554 Asean Auto Biz. (2010). Asian markets facts and figures.
Author Ataman, M.B., van Heerde, H. J., & Mela C.F. (2010). The Long-Term Effect of Marketing Strategy on Brand Sales. Journal of Marketing Research. 40(7), 866-882.
Auto Bild. (2011). Volkswagen increases investment in China. Author Baltas, G., & Saridakis, C. (2009). Brand-name effects, segment differences, and product characteristics: an integrated model of the car market. Journal of Product and Brand Management, 18(2), 143-151.
BMW. (2012). Dealer's Development Standard Materials & Specifications Requirement. Corporate Identity Manual.
Carmaines, E.G. & Mclver, J.P. (1981). Analyzing Models with Unobserved Variables. Beverly Hills: Sage.
Cengiz, E., & Yayla, H., E. (2007). The effect of marketing mix on positive word of mouth communication: Evidence from accounting offices in Turkey. Innovative Marketing, 3(4),73-86
Charles, H. P., & Charles, F. F. (1988). Advertising: A Decision-Making Approach. New York: The Dryden Press.
Creswell, J.W. (2003). Research Design: Qualitative, Quantitative, and Mixed Method Approaches (2nd ed.). London: Sage.
Devaraj, S., Matta, K.F., & Conlon, E. (2001). Product and Service Quality: The Antecedents of Customer Loyalty in the Automotive Industry. Product and Operations Management, 10(4), 424-439.
Dewhirst, T., & Davis, B. (2005). Brand strategy and Integrated Marketing Communication (IMC). Journal of Advertising. 34(4), 81-92
Fan, W.Y. (2007). The Impact of Price on Country of Origin Effect towards Attitude and Purchase-Intention. HongKong Baptist University,
D.B.A. Govers, P.C.M. (2004). “I love my Jeep, because it's tough like me: The effect of product- personality congruence on product attachment”. Ph.D. Nyenrode University.
Hair, J. F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. (2006). Multivariate Data Analysis. New Jersey:Pearson Prentice Hall.
Hanley, M. (2009). Automotive Market in Thailand: Industry Overview. Retrieved October 30, 2011, from www.ey.com.
Hjalte, S. & Larsson, S. (2004). Managing Customer Loyalty in the Automobile Industry. Ph.D. Lulea The University of Technology.
Sweden. Hu, L., & Bentler, P. M. (1999). Cut off Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Journal of Structural Equation Modeling. 6(1), 1-55.
Jasfar, F. (2001). Mediating effects of consumer trust, consumer commitment, and customer satisfaction, in buyer-seller relationships: An investigation of automobile service centers in Indonesia. D.B.A. Nova Southeastern University. The USA.
Johri, L.M., & Sangkhawasi, T. (2007). Impact of status brand strategy on materialism in Thailand. Journal of Consumer Marketing. 24(5), 275-282.
Kotler, P., & Aramstrong, G. (2001). Principles of Marketing. (9th ed.). NJ: Prentice-Hall.
Kotler, P., & Keller, K. L. (2006). Marketing Management. (12th ed.). NJ: Prentice-Hall. Malhotra, K. N. (2004). Marketing Research (4th ed.). New Jersey: Prentice-Hall.
Mercedes Benz. (2011). Corporate Identity and Regulation Standard Requirements. Corporate Identity Manual. Oica. (2010). International Organization of Motor Vehicle Manufacturers: Economic Facts 2010. Retrieved October 31, 2011, from www.oica.net.
Palmatier, R.W., Scheer, L.K. & Steenkamp, J.B. (2007). Customer Loyalty to Whom? Managing the Benets and Risks of Salesperson-Owned Loyalty. Journal of Marketing Research. 40(4), 185-199.
Picton, D., & Broderick, A. (2005). Integrated Marketing Communications. (2nd ed.) London: Prentice-Hall.
Ragas, W.M., & Roberts, S.M. (2009). Agenda Setting and Agenda Melding in an Age of Horizontal and Vertical Media: A New Theoretical Lens for Virtual Brand Communities. Journalism and Mass Communication Quarterly,86,45-64
Ramsey, R. P., & Sohi, R.S. (1997). Listening to Your Customers: The Impact of Perceived Salesperson Listening Behavior on Relationship Outcomes. Academy of Marketing Science Journal. 25, 127-137.
Schumacker, R. & Lomax, R. (1996). A Beginner's Guide to Structural Equation Modeling. Lawernce Erlbaum.
Segars, A., & Grover, V. (1993). Re-Examining Perceived Ease of Use and Usefulness: A Confirmatory Factor Analysis. MIS Quarterly, 17(1), 517-525.
Sirgy, M. J., Lee, D. J., & Tidwell, J. (2008). Effect of Self-Congruity with Sponsorship on Brand Loyalty. Journal of Business Research, 61(10), 1091-1097.
Tanmay, C., Shradha, S., & Krishnan, M. (2009). Determinants of brand equity- A blueprint for building a strong brand: A study of automobile segment in India. African Journal of Marketing Management, 1(4), 109-121.
Thai Yarnyon (2011). Automobile market statistic gures report. Volkswagen Marketing Department. Bangkok: Thailand.
Thanasuta, K., Patoomsuwan, T., Chaimahawong, V. & Chiaravutthi, Y. (2009). Brand and Country of Origin Valuations of Automobiles.
Asia Pacific Journal of Marketing and Logistics, 21(3), 355-375. .U-On. (2007). Business Research and Information Search. Bangkok: Print At Me (Thailand).
Volkswagen. (2011). Volkswagen Corporate Modular Standard. Corporate Identity Manual. Volvo. (2010). Volvo Distributor's Standard Requirement. Corporate Identity Manual.
Whelan, S., & Wohlfeil, M. (2006). Communicating brands through engagement with "lived" experiences. Journal of Brand Management, 13, (4/5), 313-329.
Yoo, B., Donthu, N., & Lee. S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Yoon, S. J., & Kim, J. H. (2000). Empirical validation of a loyalty model based on expectation disconfirmation. The Journal of Consumer Marketing. 17. 120-133.