BRAND IDENTITY AND BRAND IMAGE INFLUENCING CONSUMER PURCHASE DECISION TOWARDS FORD PICKUP TRUCKS IN BANGKOK

Abstract

The purposes of this research were: 1) to explore opinion of consumers in Bangkok area about the brand identity and image of Ford’s pickup truck, 2) to find out the purchase decision level in Ford’s pickup truck of consumers in Bangkok area, 3) to investigate the brand identity and image affected the purchase decision in Ford’s pickup truck of consumers in Bangkok area. Samples were 385 Ford’s pickup truck owners in Bangkok area. Information was collected by using questionnaires. All data were analyzed by frequency distribution, percentage, mean, standard deviation, and Multiple Regression Analysis. The results of this study showed that the level of the overall opinion about the brand identity and image of Ford’s pickup truck was high. After considering each aspect, the result reveals that all aspects were high. The overall purchase decision level in Ford’s pickup truck was high. After individual aspect was analyzed, it was found that all aspect was at the high level. The brand identities influenced the purchase decision of Ford’s pickup truck at the statistically significant level of 0.05 were as follows: 1) brand personality, 2) brand culture and 3) self-image. The brand images influenced the purchase decision of Ford’s pickup were attribute and attitude.