Perception of Brand Identity and Competitive Advantage of Jodd Fairs DanNeramit Night Market
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Abstract
The purposes of this research were 1) to study the level of perception of brand identity; 2) to study the level of perception of competitive advantage; 3) to compare the level of perception of brand identity and competitive advantage classified by personal factors; and 4) to study the relationship between the level of perception of brand identity and competitive advantage of Jodd Fairs DanNeramit Night Market among Thai tourists. The population consisted of Thai tourists who had used the services at Jodd Fairs DanNeramit. Purposive sampling was used to obtain a sample size of 385 people. The research instrument was a questionnaire with a reliability value of 0.936. The statistics used to analyze the data were percentage, mean, standard deviation, independent sample T-test, one–way ANOVA, and Pearson product-moment correlation. The results of the research were as follows: (1) The overall level of perception of brand identity was high, and physique was ranked the highest. (2) The level of perception of competitive advantage was high overall, with differentiations ranked the highest. (3) The comparison of perception of brand identity and competitive advantage classified by personal factors was not statistically significant, except that the occupation factor was statistically significant at the 0.05 level. (4) The relationship between the level of perception of brand identity and competitive advantage of Jodd Fairs DanNeramit Night Market among Thai tourists was a little optimistic correlation (r = .322) at a statistically significant level of 0.01.
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