Analysis of Melayu Culture through Brand Identity of Bagus Chicken Restaurant, Pattani
Article Sidebar
Main Article Content
Abstract
Building a brand to be recognized in the eyes of consumers is crucial for today’s entrepreneurs who have to build business immunity and be ready for future crises. Strengthening the brand requires considering contents and important elements that can reflect the brand identity. This is to make the brand stand out from others and well-known among customers. This mixed-methods research employs analyses of both qualitative and quantitative data in regard to incorporating Melayu culture in building brand identity of Bagus Chicken restaurant in Pattani. The qualitative data was derived from in-depth interviews with two sample groups: entrepreneur and restaurant staff as senders. The quantitative data gained from the quantitative analysis of consumers as receivers to reflect a reality of the brand identity. A preliminary analysis of communication styles was conducted. The result was later analysed by the use of the brand identity prism model of Kapferer (2012). The findings showed that the creation of the brand identity of Bagus Chicken restaurant clearly reflects the culture, especially, the brand image of a chicken wearing a traditional songkok cap which obviously indicates the identity of people in the southern border provinces. In addition, the perspectives of the restaurant owner and employee compared with customers in relation to the brand and self-image are consistent. It can be concluded that both perspectives are the hallmarks of Bagus Chicken. Thus, building relationships with customers can be regarded as an important strategy for Bagus Chicken to create sustainability in the business and unique personal image which welcome customers of all ages as well as customers who come as a group of family.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright Notice articles, information, images, etc. was published in this Journal of Yala Rajabhat University is a copyright of the journal Yala Rajabhat University. If any person or deparment wants to bring all or part of it for publish or take any action. Authorization is required in written form from the Journal of Yala Rajabhat University only.
References
Beverland, M. (2018). Brand management: Co-creating meaningful brands. London: Sage.
Bhattacharya, S., Kumar, R. & Dutta, A. (2017). Exploring Kapferer's brand identity prism applicability in Indian political marketing aspect with special focus to youth voters [Online]. Retrieved July 29, 2022, from: https://www.researchgate.net/publication/345689924.
Buil, I., Catalán, S. & Martínez, V. (2016). The importance of corporate brand identity in business management: An application to the UK banking sector. BRQ Business Research Quarterly, 19(1), 3-12.
Chaibanharn, J. & Hansanti, S. (2018). Identity and brand image influencing the purchase decision of Ford pick-up vehicles of consumers in Bangkok area. Journal of Modern Management, 16(1), 229-237.
Cherif, H. & Miled, B. (2013). Are brand communities influencing brands through co-creation? A cross national example of the brand AXE: In France and in Tunisia. International Business Research, 6(9), 14-29.
Cid, A., Blancet, P., Robichaud, F. & Kinuani, N. (2022). A conceptual framework for creating brand management strategies. Businesses, 2(4), 546-561.
Harntoa, K. (2016). CCTV buying decision behavior of people in Bangkok. Master’s Thesis. Silpakorn University. (in Thai)
Kapferer, J. N. (2012). The new strategic brand management. Advanced Insights & Strategic Thinking. London: Kogan Page.
Li, Y., Zhang, C., Shelby, L., & Huan, T. (2021). Customers’ self-image congruity and brand preference: A moderated mediation model of self-brand connection and self-motivation. Journal of Product & Brand Management, 31(5), 798-807.
Mohd Johan, M. R., Md. Syed, M. A., & Mohd Adnan, H. (2022). Building brand identity through social media platform during Covid-19 pandemic. Jurnal Intelek, 17(1), 151-163.
Ross, F. (2020). A perspective on the application of Kapferer's brand identity prism in the branding process of hearing aid retail companies. Journal of Management and Marketing Review, 5(3), 141-146.
Tuan Ismail, T. A., Muhammad, R., Mohd Yusoff, N., & Md Shariff, M. S. (2016). The myth and reality of hotel brand and food quality: The case of hotel restaurants in Malaysia. Procedia – Social and Behavioral Sciences, 222, 382-389.
Uimanachai, N., & Phasara, P. (2015). Guidelines for creating emotional experiences for consumers. Executive Journal, 35(1), 44-52. (in Thai)
Woranaporn, C. (2012). Factors that affect decision making options in the use of Krung Thai bank Tiwanon branch – Ministry of Public Health. Master’s Independent Study. Siam University. (in Thai)
Yamane, T. (1967). Statistics: An introductory analysis. (2nd ed.). New York: Harper and Row.
Yanoi, P. (2019). Brand identity and marketing communication by participation of community for promoting tourism Kad Kuang Mueng Nan (Wat Phumin walking street). Master’s Thesis. National Institute of Development Administration. (in Thai)
Yongvikul, M. (2013). Design feeling. Magazine to Promote Creativity, Drive the Thai Economy, 4(5), 12-18. (in Thai)
Zwakala, K., & Steenkamp, P. (2021). Identity-based brand differentiation: Brand identity prism application in South African banks. Journal of Contemporary Management, 18, 121-141.
