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Soft Power, Brand Equity, and Customer Behaviour as an Intermediate Variable that connects the Integrated Marketing Communication to Purchase Intention Series Y within around Bangkok |
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| รหัสดีโอไอ | |
| Creator | Sudtirak Nutchanat |
| Title | Soft Power, Brand Equity, and Customer Behaviour as an Intermediate Variable that connects the Integrated Marketing Communication to Purchase Intention Series Y within around Bangkok |
| Contributor | Sumalee Ramanust |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2565 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 9 |
| Journal No. | 2 |
| Page no. | 122-136 |
| Keyword | Integrated Marketing Communication, Soft power, Brand Equity, Customer Behaviour |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/17365 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | The objectives of this research were 1) to study the level of factors Integrated Marketing Communication, Soft Power, Brand Equity,Customer Behaviour,and Purchase Intention 2) Soft Power, Brand Equity,and Customer Behaviour as an Intermediate Variable that connects the Integrated Marketing Communication to Purchase Intention. The tool used in this research was a questionnaire to collect data with people who watched series Y within around Bangkok 500 persons. The statistics used in the research were frequency, percentage, mean, standard deviation, coefficient of variationand structural equation model (SEM) analysis by using ADANCO2.3 program.The results of the research showed that 1) the factors Integrated Marketing Communication, Soft Power, Brand Equity,Customer Behaviour,and Purchase Intentionwereat a high levelwith anaverage value of 3.77, 3.86, 3.56, 3.89 and3.81 respectively, and standard deviation; .716, .706, .866, .837 and.830respectively. 2) Soft Power, Brand Equity,and Customer Behaviour as an Intermediate Variable that connects the Integrated Marketing Communication to Purchase Intention. By sorting the values according to the total influence, Integrated Marketing Communication(TE=0.713), Soft Power(TE=0.438), Brand Equity(TE=0.284),and Customer Behaviourhave a combined influence onPurchase Intention(TE=0.344). It was shown that the Integrated Marketing CommunicationInfluences Purchase Intentionmore than Soft Power, Brand Equity, and Customer Behaviour. |
