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EFFECT OF DIGITAL MARKETING MIX AND BRAND TO BUYING INTENTION ON THE MOTORCYCLE MARKET |
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| รหัสดีโอไอ | |
| Creator | Watcharapong TUNPORNCHAI |
| Title | EFFECT OF DIGITAL MARKETING MIX AND BRAND TO BUYING INTENTION ON THE MOTORCYCLE MARKET |
| Contributor | Niwet THAMMA, Boonchan THONGPRAYOON, Praphaitip LUEPONG |
| Publisher | Asian Administration and Management Review |
| Publication Year | 2567 |
| Journal Title | Asian Administration and Management Review |
| Journal Vol. | 7 |
| Journal No. | 1 |
| Page no. | 102-108 |
| Keyword | Digital Marketing Mix, Brand Attitude, Buying Intention, Motorcycle, Honda |
| URL Website | https://so01.tci-thaijo.org/index.php/AAMR/index |
| Website title | https://so01.tci-thaijo.org/index.php/AAMR/article/view/271961 |
| ISSN | 2730-3683 |
| Abstract | The Change of marketing mix to Digital has caused the complexity of marketing. This research shows the influence of the Digital marketing mix which has transformed into 4Es and Brand as Experience, Exchange, Everywhere, Evangelism, Brand Distinctiveness, and Brand Attractiveness via Brand Attitude to Buying Intention on motorcycle market case study Honda Thailand. |
