THE INFLUENCE OF MEDIA MIX ELEMENTS ON BUILDING BRAND PREFERENCE FOR FOREIGN HANDBAG BRANDS IN MYANMAR

Authors

  • Nan Lin Lin Tun Business Administration Program in International Business (International program), International College, Panyapiwat Institute of Management
  • Sunida Piriyapada Business Administration Program in International Business (International Program), International College, Panyapiwat Institute of Management

Keywords:

Media Mix Elements, Corporate Reputation, Brand Attributes, Service Quality, Brand Preference and Purchase Decision

Abstract

This paper aims to identify the current media mix elements successfully promote in building brand preference for marketers as influential factors have favorable impact on consumer purchase decision of foreign brand handbags in Myanmar. Regarding research methodology, a convenient random sampling method was used to collect the data and the sampling of target population conducted on 400 shoppers in major high-end shopping malls in Myanmar. Besides that, this research measured through using path analysis’s technique to study the relationships between variables for testing the direct and indirect effects of proposed research variables. The research findings indicate that purchase decision and media mix elements through brand preference influence Myanmar shoppers which are positive and significant relationship, except print advertisement. In addition, the results of the research indicate that Internet/ Digital Media and Service Quality have both a significant direct and indirect effects on purchase decision. In conclusion, this study findings can use as a guide for handbag brand managers to understand the factors that affecting consumer preference, as well as formulate their business strategies in Myanmar handbag market entry. In this case, the managers should focus on how to build a strong brand towards digital marketing, services, promotion and service quality of sales persons which have great impacts in both direct and indirect effects to consumer purchase decision. Therefore, the results of this study delivers key value factors to increasing brand preferences which are considerable issues in this competitive market. With those insights in the business implication are especially useful for resulting in a better planning for marketing decision

Downloads

Download data is not yet available.

References

Bagozzi, R. P. (1982). A field investigation of casual relations among cognitions, affect, intentions and behavior. Journal of Marketing Research, 19(4), 562- 683.

Bhukya, R. (2016). Factors affecting shoppers’ brand preference towards choosing retail stores. The IUP Journal of Brand Management, 13(2), 75-86.

Bither, S. W., & Wright, P. (1977). Preferences between product consultants: choices vs. preference functions. Journal of Consumer Research, 4(1), 39-47.

Brakes, J., Schmitt, B., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.

Carrillat, F. A., & d’ Astous, A. (2012). The sponsorship-advertising interface: is less better for sponsors? European Journal of Marketing, 46(4), 562-574.

Chang, H. H., & Lin, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. Service Industry Journal, 29(12), 1687-1706.

Chevalier, M., & Mazzalovo, G. (2012). Luxury brand management: A world of privilege (2nd ed.). Singapore: John Wiley & Sons Singapore Pte. Ltd.

Cobb-Walgreens, C. R. (1995). Brand equity, brand preference and purchase intention. Journal of Advertising, 24(3), 25-40.

Cornwell, T., & Maignan, I. (1998). An international review of sponsorship research. Journal of Advertising, 27(1), 1-21.

Crimmins, J., & Horn, M. (1996). Sponsorship from management ego trip to marketing success. Journal of Advertising Research, 36(4), 11-21.

Czellar, S. (2003). Consumer attitude toward brand extensions: An integrative model and research propositions. International Journal of Research in Marketing, 20(1), 97-115.

Dabholkar, P., Thorpe, D., & Rentz, J. (1996). A measure of service quality for retail stores: Scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3-16.

David, L., & Albert, J. (2002). Consumer behavior: Building marketing strategy. New Delhi: McGraw Hill College.

Del Giuduce, M. D. (2014). Social media and emerging economies: Technological, cultural and economic implications. Switzerland: Springer International Publishing.

Dion, Delphine., & Eric, Arnould. (2011). Retail luxury strategy: Assembling charisma through art and magic. Journal of Retailing, 87(4), 502-520.

Dreze, X., & Hussherr, F. X. (2003). Internet advertising is anybody watching. Journal of Interactive Advertising, 17(4), 8-23.

Eresmus, A., & Grabowski, A. (2013). Female customers’ expectation of the service offering and their perception of the service quality in an emerging clothing market. International Journal of Consumer Studies, 37(1), 323-334.

Fill, C. (2006). Marketing communication contexts, strategies and applications (2nd ed.). Financial Time Prentice Hall: Pearson Education Limited.

Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.

Hair, J. F., W. C., Babin, B.J., & Anderson, R.E. (2010). Multivariate data analysis (6th ed.). United States of America: Pearson Prentice Hall.

Hasan, A., & Mishra, S. (2015). Key drivers influencing shopping behavior in retail store. IUP Journal of Marketing Management, 14(3), 7-36.

Haven, B. (2007). Marketing’s new key metric: Engagement. Cambridge, MA: Forrester Research.

Hellier, P. K., Geursen, G. M, Carr, R. A., & Richard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.

Hestad, M. (2013). Branding and product design : An integrated perspective. London: GowerPub.

Hutchinson, J. W. (1986). Discrete attribute models of brand switching. Marketing Science, 5(4), 350-371.

Keller, K. L. (2002). Measuring brand equity. Qualitive Market Research, 11(1), 40-58.

Keller, K. (2008). Strategic brand management (2nd ed.). New Delhi: Prentice Hall of India.

Keller, K. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.

King, S. (1973). Developing new brands. London: Pitman Publishing.

Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2009). Marketing management (13th ed.). Upper Saddle River, N.J: Pearson Prentice Hall.

Laroche, M. H., & Richard, M.-O. (2013). To be or not to be in social media: how brand loyalty is affected by social media?. International Journal of Information Management, 33(1), 76-82.

Lee, M., Sandler, D. M., & Shani, D. (1997). Attitudinal constructs towards sponsorship: Scale development using three global sporting events. International Marketing Review, 14(3), 159-169.

Leon, S. G., & Kanuk, L. L. (2007). Consumer behavior. Upper Saddle River, N.J: Pearson Prentice Hall.

Likert, R. (1932). A technique for measurement of attitudes. Archives of Psychology, 140(22), 5-55.

Maddox , L., & Gong, W. (2005). Effects of URLS in traditional media advertising in China. International Marketing Review, 22(6), 673-692.

Markham, V. (1972). Planning the corporate reputation. London: George Allen and Unwin.

Ngai, E. T. (2015). Social media research: Theories, constructs and conceptual frameworks. International Journal of Information Management, 35(1), 33-44.

Okonkwo, U. (2007). Luxury fashion branding. London: Palgrave Macmillan.

Pallant Julie. (2013). SPSS survival manual: A step by step guide to data analysis using SPSS (5th ed.). Canberra, Australia: Open University Press.

Park, C. S. (1994). A survey -based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31(2), 271-288.

Peters, K., Chen, Y., Kaplan, AM., & Ognibeni, B. (2013). Social media metrics- a framework and guidelines for managing social media. Journal of Interactive Marketing, 27(4), 281-298.

Pieters, R., & Wedel, M. (2004). Attention capture and transfer in advertising: Brand, pictorial and text -size effects. Journal of Marketing, 68(2), 36-50.

Porat, T., & Tractinsky , N. (2012). It’s a pleasure buying here: The effects of web-store design on consumers’ emotions and attitudes. Human - Computer Interaction, 27(3), 235-276.

Stokes, R. (2013). eMarketing: The essential guide to marketing in a digital world (5th ed.). Cape Town: Quirk eMarketing.

Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach’s Alpha. International Journal of Medical Education, 2, 53-55.

Wakefield, K. L., & Blodgett, J. G. (1999). Customer response to intangibleand tangible service factors. Psychology and Marketing, 16(1), 51-68.

Wells, G. L., & Seelau, E. P. (1988). Eyewitness identification procedures: Recommendation for lineups and photospreads. Law and Human Behavior, 22(6).

Westbrook, R. A. (1981). Sources of consumer satisfaction with retail outlets. Journal of Retailing, 57(3), 68-85.

Wu,. S.-I. (2001). A study of brand preference and loyalty on the Taiwan to Singapore air route. Journal of International Marketing and Marketing Research, 26(1), 3-12.

Yaveroglu, I., & Donthu, N. (2008). Advertising repetition and placement issues in online environment. Journal of Advertising, 37(2), 31-44.

Published

2020-03-30

How to Cite

Tun น. ล. ล., & Piriyapada ส. (2020). THE INFLUENCE OF MEDIA MIX ELEMENTS ON BUILDING BRAND PREFERENCE FOR FOREIGN HANDBAG BRANDS IN MYANMAR. Suthiparithat (Journal of Business and Innovation: SJBI), 34(109), 270–282. Retrieved from https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/242312

Issue

Section

Research Articles