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Perception of Brand Equity User via Line Sponsored Sticker |
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| รหัสดีโอไอ | |
| Creator | Nawawat Sittiprom |
| Title | Perception of Brand Equity User via Line Sponsored Sticker |
| Publisher | MSMIS Thammasat University |
| Publication Year | 2560 |
| Journal Title | Journal of information systems in Business JISB |
| Journal Vol. | 3 |
| Journal No. | 3 |
| Page no. | 6 |
| Keyword | Line application, Line sponsored sticker, Uses and gratifications theory, Brand equity |
| ISSN | 2465-4264 |
| Abstract | The purpose of this study is to investigate how Line sponsored sticker affects perception of brand equity. This study is based on the uses and gratification theory, which contributed with the functions of media for individuals, groups and society, along with brand equity concept. The online questionnaire was used as research method for quantitative data collection. The 212 respondents who had ever used Line sponsored sticker and live in Bangkok metropolitan region were selected to answer the questionnaire. |
