A Comparative Analysis of the Brand Personalities of Mobile Network Operators in Thailand Using Generative AI: A Case Study of AIS and True
Keywords:
Brand Personality, Generative AI, Large Language Models, Content AnalysisAbstract
This research aims to analyze and compare the brand personalities of mobile network service providers in Thailand, including Advanced Info Service Public Company Limited and True Corporation Public Company Limited, using Large Language Models, a type of generative AI, as evaluators, commonly known as LLM-as-a-Judge. The models used include ChatGPT, Copilot, and Gemini. The brand “Mama” is included as a control brand for contextual comparative analysis. This research employs content analysis techniques and triangulation under the framework of brand personality. The analysis results show that the three models reflect brand personalities differently in each system. For instance, AIS is evaluated as a brand that stands out in the brand personality dimensions of innovation, professionalism, and social responsibility, while True is perceived as a brand with the personality dimensions of reliability, friendliness and innovation. “Mama”, an instant noodle brand, conveys the brand personality dimensions of friendliness, modernity, and value for money. The findings support the potential of LLM-as-a-Judge in qualitative brand analysis and suggest using it in conjunction with human methods for accuracy and depth of results.
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