Casual Factors Influencing for Competitive Advantage of the Product from Community Enterprise, Mueang District, Nan Province

Main Article Content

Jittra Punroob
Ekachai Duangjai
Apinya Kanthiya

Abstract

The objectives of this research were to study the structural equation model of factors affecting the competitive advantage of community enterprise product in amphoe mueang Nan province. This research was conducted by using quantitative approach through survey research and reported on 300 members of communities enterprise which selected by cluster random sampling. Quantitative data were analyzed by frequency percentage mean standard deviation and construct validity direct analysis and path analysis of direct and indirect influence was analyzed. Using packaged program to develop a LISREL model of factors influencing the building of competitive advantages of community enterprise group, Mueang District, Nan Province.


The results of which led to modifications in the linear structural relationship model of factor effect to the competitive advantage of community enterprise product comprised three components: integrated marketing communication, perceived value and competitive advantage. The goodness of fit between the created model and the empirical data showed that they were a good fit (Chi-square = 28.409, df = 26, Chi-square/df = 1.093, p = .339, GFI = .987, AGFI = .968, CFI = 1.00, NFI = .996, RMSEA = .015). The factors that had highest direct, indirect, and total effect toward creating competitive advantage of community enterprise in amphoe mueang, Nan respectively as follows: direct effects was integrated marketing communication, indirect effects was perceived value and total effects was integrated marketing communication. The two causal factors could explain creating competitive advantage of community enterprise in amphoe mueang, Nan province with the value of 25.30 percent.

Downloads

Download data is not yet available.

Article Details

How to Cite
Punroob, J., Duangjai, E., & Kanthiya, A. (2021). Casual Factors Influencing for Competitive Advantage of the Product from Community Enterprise, Mueang District, Nan Province. Ph.D. In Social Sciences Journal, 11(2), 520-535. Retrieved from https://so05.tci-thaijo.org/index.php/phdssj/article/view/220265
Section
Research Article
Author Biography

Jittra Punroob, Faculty of Business Administration and Liberal Arts, Rajamangala University of Technology Lanna, Nan

Faculty of Business Administration and Liberal Arts. Rajamangala University of Technology Lanna

References

Ahmed, H. M. S., & Abdelkader, A. A. (2019). The mediating role of repositioning on the relationship between Electronic Integrating Communication Marketing (E-ICM) and loyalty: The case of commercial banks in Egypt. International Journal of Online Marketing, 9(1), 1-23.

Aitken, B. J., & Harrison, A. E. (1999). Do domestic firms benefit from direct foreign investment? Evidence from venezuela. American Economic Review, 89(3), 605-618.

Chao, Y., Lee, G. Y., & Ho, Y. C. (2009). Customer loyalty in virtual environments: An empirical study in e-bank. Advance in Computational Science, 1148(2), 497-500.

Chaimuang, N., & Kongkird, S. (2019). Community enterprise development on the bio economic Base: The case study of Chiwiwit Community Enterprise, Nam Kian subdistrict, Nan province. FEU Academic Review, 13(2), 10-25. [In Thai]

Davol, N. B., Mayor, M.G., Luisa, M., & Hera, B. D. (2011). Empirical analysis of technological innovation capacity and competitiveness in EU-15 countries. African Journal of Business Management, 5(14), 5753-5765.

Gill, R. D., & Eugenis, K. (2019). Do voters prefer women judges? Deconstructing the competitive advantage in state supreme court elections. State Politics & Policy Quarterly, 19(4), 399-427.

Hair, J. F., Black, W. C., Babin, B.J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Prentice Hall.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Prentice Hall.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.

Healy, P., Serafeim, G., Srinivasan, S., & Yu, G. (2014). Market competition, earnings management and persistence in accounting profitability around the world. Review of Accounting Studies, 19(4), 1281-1308.

Kitchen, P. J., & Schultz, D. E. (2003). Integrated corporate and product brand communication. Advances in Competitiveness Research, 11(1), 66-86.

Kliatchko, J. (2005). Towards a new definition of Integrated Marketing Communications (IMC). International Journal of Advertising, 24(1), 7-34.

Kotler, P., & Armstrong, G. (2014). Principles of marketing (15th ed.). Prentice Hall.

Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Prentice Hall.

Laurie, S., & Mortimer, K. (2019). How to achieve true integration: The impact of integrated marketing communication on the client/agency relationship. Journal of Marketing Management, 35(3-4), 231-252.

Moradi, H., & Zarei, A. (2011). The impact of brand equity on purchase intention and brand performance: The moderating effects of country of origin image. Journal of Basic and Applied Sciences, 4(1), 539-545.

Papadas, K. K., Avlonitis, G. J., Carrigan, M., & Piha, L. (2019). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research, 104, 632-643.

Punroob, J., Chinnaboot, W., Issara, D., & Duangjai, E. (2019). Marketing strategy development for competitive advantage in biological liquid wash of community enterprise in Tombon Nai Wiang of Nan province. Prae-wa Kalasin Journal of Kalasin University, 6(1), 118-140.

Roig, J. C. F., Garcia J. S., & Tena, M. A. M. (2009). Perceived value and customer loyalty in financial services Juan. The Service Industries Journal, 29(6), 775-789.

Rutherford, M. W., & Holt, D. T. (2007). Corporate entrepreneurship: An empirical look at the innovativeness dimension and its antecedents. Journal of Organization Change, 20(3), 429-446.

Songsom, A. (2016). Enhancing brand equity towards corporate social responsibility: A case study of modern trade in Hatyai, Songkhla province. Veridian E-Journal, Silpakorn University, 9(1), 383-394. [In Thai]

Suntornnond, S. (2019). The influence of perception on tourism development policy impacting on the business outcomes of Small and Medium Enterprises (SMEs) of residential service sector in Nan province, Thailand. Journal of Graduate School, 17(74),1-10. [In Thai]

Suwantara, N., & Taechamaneesatit, T. (2014). The forms of integrated marketing communication that effect the brand equity perception in direct sale system comparing thai and foreign cosmetic brands. Suranaree Journal of Social Science, 8(2), 41-59. [In Thai]

Shoosanuk, C., Phoommaphuti, P., Shoosanuk, A., Rasmidatta, V., & Taylim, A. (2017). Influence of integrated marketing communication on brand equity, customer satisfaction and customer loyalty in purchasing a condominium unit of L.P.N. Development Public Company Limited. Veridian E-Journal, Silpakorn University, 10(1), 233-250. [In Thai]

Taleghani, M., Delafrouz, N., & Tonekaboni, S. M. S. (2012). Investigation of corporate social responsibility’s effect on industrial brand performance in industrial markets. Journal of Basic and Applied Scientific Research, 2(10), 598-606.

Viratchai, N. (2009). LISREL: Statistical analysis for social science and behavior. Chulalongkorn University Press. [In Thai]

Wibunphong, A. (2012). Knowledge from research on community enterprises. Journal of Research for Area Development, 4(6), 112-133.

Wattanapunkitti, P. (2016). Adaptation to support the trade liberalization asean economic community for the ceramic entrepreneurs in Lampang province. Ganaesha Journal, 12(2), 125-138. [In Thai]

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value, a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.