อิทธิพลของกลยุทธ์การสร้างตราผลิตภัณฑ์ที่มีต่อความสามารถในการทำกำไรทางการตลาดของธุรกิจเครื่องดื่มในประเทศไทย

Wittawat  Pansuppawat; Wanvipa  Pansuppawat; Chainarong  Poolkasem

doi:10.60101/mmr.2024.268334

Authors

Wittawat Pansuppawat Faculty of Management Science Sakonnakhon Rajabhat University
Wanvipa Pansuppawat Faculty of Management Science Sakonnakhon Rajabhat University
Chainarong Poolkasem Faculty of Business Administration and Liberal Arts of Rajamagala University of Technology Lanna

DOI:

https://doi.org/10.60101/mmr.2024.268334

Keywords:

Brand Building Strategy, Brand Success, Marketing Competitiveness, Marketing Profitability, Beverage Businesses

Abstract

This quantitative research aims to 1) investigate brand building strategy on marketing profitability, marketing competitiveness, and brand success; 2) to examine the influence of market competitiveness on marketing profitability as well as to determine the impact of the brand success on marketing profitability. The context of this study is the beverages industry as beverages are products with little differences among various manufacturers, thus brand building strategy plays crucial role in gaining a competitive advantage. Data was collected from 320 participants, including marketing managers and marketing directors, using questionnaire as data collection tool. Path analysis was employed to test the hypotheses.

The results indicated that brand building strategy has a statistically significant positive impact on marketing profitability, marketing competitiveness, and the brand success at a significant level of 0.05. Moreover, marketing competitiveness has a statistically significant positive influence on marketing profitability at a significant level of 0.05. Additionally, brand success has a statistically significant impact on marketing profitability at a significant level of 0.05. Furthermore, when considering the goodness of fit of the structural equation model and the empirical data, it was found that the structural equation model is consistent with the empirical data.

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