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The purposes of this research are to study the relationship between the brand image of Hong Thong Rice Berry from the perspectives of consumers in Bangkok Metropolitan area, and to study the influence of the marketing communication factors on the brand image of Hong Thong Rice Berry from the perspective of consumers in Bangkok Metropolitan area. This is a survey research using a questionnaire to collect data from 400 residents of Bangkok Metropolis who used to consume Hong Thong Rice Berry. Descriptive statistics of percentage, mean, and standard deviation were used to describe the basic features of the data, while inferential statistics, including Pearson correlation, were used for hypothesis testing.
The research findings indicate that the overall brand image of Hong Thong Rice Berry from the perspectives of consumers in Bangkok Metropolitan area is at the high level, with the aspect receiving the highest rating mean being that of brand identity, followed by those of brand loyalty and brand strength, respectively. The marketing communication factors have influences on the overall brand image of Hong Thong Rice Berry at the high level, with the aspect having the highest rating mean of influence being that of online social marketing, followed by those of marketing activities and experience, public relations, sales promotion, direct marketing, the use of sales staff, and advertising, respectively. Results of hypothesis testing reveal that the overall marketing communication factors are positively correlated with the brand image of the Rice Berry product, with the highest correlation being that between brand strength and brand loyalty; while the correlation with brand identity is at the moderate level.
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