fieldid E-Thesis & Research สถาบันเทคโนโลยีไทย-ญี่ปุ่น
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เขตข้อมูล ข้อมูล
บทคัดย่อ
The Effect of Brand Equity, Brand Trust and Country of Origin Image to Purchase Intention. Case Study: Crocodile Brand : The purpose of this research is to understand how Brand trust and Country of Origin Image effect to purchase intention of the Crocodile and ‘L’ brand by focusing on Thai consumer. Although there are many characteristics that consumers consider when they want to buy something, such as brand, color and design, researchers cannot ignore external factors like country of origin. The international marketing literature shows that consumers use this external factor for evaluating products. In other words country of origin is a higher risk for international trade because it reflects consumer intention. In brief, in respect of other studies and the literature, country of origin is usually abbreviated as “COO”, which refers to the country that manufactures designs or assembles a product or brand with which it is associated. From the analysis result in this study, most of our hypotheses were right by Pair-T test analysis, Crosstab analysis and Chi-square analysis, which were: The Ability of produce being significant relate to thinking that Thailand better than Vietnam in every part such as thread quality, production standard high skilled and ability labor, trusted production, and good quality controlled. Design, creative, and consistency of product is significant relate that Thailand better than Vietnam in every part such as creative a product, representative a magnificent design, representative creativity.
ผู้แต่ง
Ekkasit Khemnguad
ประเภทสิ่งพิมพ์
งานวิจัย คณะบริหารธุรกิจ 2016
เลขหน้า
60
หัวเรื่อง
Brand name products -- Management
หัวเรื่อง
Branding (Marketing)
เอกสารฉบับเต็ม
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