The Impact of Rebranding Strategy, Brand Perception, and Marketing Communications on Online Purchasing Behavior: A Case Study of the Alangkan Agricultural Group Network, Thailand

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บทความที่ 19
Published: Jun 29, 2026
DOI: https://doi.org/10.14456/jmsnpru.2026.23
Keywords:
Agricultural rebranding Brand perception Farmers Association Network 3i Marketing Strategy Marketing communication

Main Article Content

Pimolwan Katepan
Department of Agricultural Extension and Communication, Faculty of Agriculture Kamphaeng Saen, Kasetsart University, Kamphaeng Saen, Nakhon Pathom Province, Thailand.
Thamrong Mekhora
Economics Program in Business and Managerial Economics, Faculty of Administration and Management, King Mongkut's Institute of Technology Ladkrabang, Bangkok, Thailand.
Rapee Dokmaithes
Department of Agricultural Extension and Communication, Faculty of Agriculture Kamphaeng Saen, Kasetsart University, Kamphaeng Saen, Nakhon Pathom Province, Thailand.
Rungtip Thaisom
Department of Business Administration and Accountancy, Faculty of Liberal Arts and Science, Kasetsart University Kamphaeng Saen Campus, Nakhon Pathom, Thailand.

Abstract

      This study focuses on developing a marketing strategy following the rebranding of the “Cage-Free Fish Farmers Association Network” to the “Alangkan Agricultural Group Network” by investigating how consumer perceptions of the brand interact with marketing communication efforts, and how these combined elements influence consumer buying behavior toward agricultural products.  Particular emphasis is placed on the role of demographic factors and the extent to which new brand perceptions and marketing communications influence consumer behavior through online distribution platforms. Using a multiple-case study design, qualitative data were collected from 11 farm owners through focus groups and 45 consumers via semi-structured interviews. This research method allowed for a deep understanding by examining individual cases and using multiple sources of data, which helped guide the development of the rebranding strategy.
      As part of this rebranding initiative, a new slogan, “Experience Kanchanaburi intimately, elevate its grandeur,” was introduced to strengthen and clarify the group’s brand image. This initiative was guided by the 3i Marketing Strategy Model, consisting of Brand Image, Brand Identity, and Brand Integrity. The analysis of consumer behavior on online platforms identified four key factors influencing purchase decisions: age, occupation, Component 1—particularly the emotional connection to the logo, which remained intact even after the rebranding effort (X10)—and Component 7, specifically, the decisive role of sales personnel in providing consultative advice on products featuring the new brand logo (X29). These factors highlight a combination of demographic characteristics (age, occupation) and psychological and emotional drivers (logo connection, consultative advice from sales personnel) that impact how consumers buy online.
 
Article history: Received 11 October 2025      
                            Revised 25 February 2026       
                            Accepted 27 February 2026  
                            SIMILARITY INDEX = 2.10 %

Article Details

How to Cite
Katepan, P., Mekhora, T., Dokmaithes, R., & Thaisom, R. (2026). The Impact of Rebranding Strategy, Brand Perception, and Marketing Communications on Online Purchasing Behavior: A Case Study of the Alangkan Agricultural Group Network, Thailand. Journal of Management Science Nakhon Pathom Rajabhat University, 13(1), 340–359. https://doi.org/10.14456/jmsnpru.2026.23
Issue
Vol. 13 No. 1 (2026): January-June 2026
Section
Research Articles
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