Analysis of Components Correlated with Brand Equity of Halal Ready Meal in the Southern Border Provinces of Thailand
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Abstract
This quantitative research aimed to study the components of consumer behavior, marketing mix, integrated marketing communications, and added value that is related to the brand equity of Halal ready meals in the southern border provinces of Thailand. The sample consisted of 460 Muslims, aged 20 years and above, who lived in the five southern border provinces of Thailand by using a provincial stratified sampling method. The research instrument used was the questionnaire. The descriptive statistics data were analyzed by frequency, percentage, means, standard deviation, skewness, kurtosis, and confirmatory factor analysis.
The results showed that the components of consumer behavior, marketing mix, and value-added related to the brand equity of Halal ready meals in the southern border provinces of Thailand. The correlation coefficients were 0.81, 0.80, and 0.91 but inversely low correlation with integrated marketing communications with a correlation coefficient of -0.12.
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