Brand Equity Perceptions, Expectations, and Digital Marketing Communication Strategies Influencing Decision Making to use the Forklift Services of Customers in Eastern and Northeastern Regions

Abstract

           The research objective was to study factors of organizational characteristics, brand equity perceptions, expectations, digital marketing communication strategies, and decision making to use the forklift service. The sample group was selected by purposive sampling. The research tool was questionnaires. Statistics used were percentage, mean, standard deviation, F-test and multiple regression analysis.
           The research results revealed that1) the overall perceived brand value of the forklift services was at a high level. When considering each side, it was found that the sample group perceived the most brand loyalty factor, followed by brand association, brand awareness, and quality perception, 2) the overall expectation of the forklift services was at a high level. When considering each aspect, it was found that the sample expected the most place factor, followed by price and product and, 3) the overall digital marketing communication strategy of the forklift services was at a high level. When considering each aspect, it was found that the sample group had the most opinions on the digital marketing communication strategy factors of forklift services, followed by websites and Facebook.
            The results of the hypothesis test revealed that 1) Organizations with different characteristics had different perceptions of the brand value and expectations toward forklift services, 2) Digital marketing communication strategies of forklift services such as YouTube and websites significantly influenced the decision to use forklift services and, 3) Brand perception of forklift services, i.e., brand association, brand awareness, and brand loyalty influence the decision to use forklift services.