Enhancing purchase intention through marketing activities and brand equity: An exploration of local brand coffee bar in Thailand

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Urairat Surikhan
Waratthaporn Panyapan
Pongsiri Kamkankaew
Phithagorn Thanitbenjasith
Patcharaporn Limpiangkanan
Kanlaya Kaewma

Abstract

Due to marketing activities, brand equity is the important marketing thought for academic and entrepreneur practices. Creating an appropriate brand equity management has been indicated significant topic for small and medium enterprises. Along with local brand coffee bar in Thailand, with the growing competitive, the customer of local brand coffee bar behaves like a high switching brand and a low brand loyalty. This quantitative study examines significance of marketing activities and brand equity dimension, such as brand awareness, brand association, brand perceived quality and brand loyalty, to enhance purchase intention in local brand coffee bar in Thailand. The customers of local brand coffee bar are attended to collect data in Chiang Mai, which is the one largest city in Thailand. For supporting the research, hypothesis was employed by the structural equation modelling. The results argue that marketing activities and brand awareness have a high strong combined enhance on purchase intention.

Keywords: Brand equity, service marketing mixed, purchace intention, local brand, coffee bar.

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How to Cite
Surikhan, U., Panyapan, W., Kamkankaew, P., Thanitbenjasith, P., Limpiangkanan, P., & Kaewma, K. (2019). Enhancing purchase intention through marketing activities and brand equity: An exploration of local brand coffee bar in Thailand. Global Journal of Business, Economics and Management: Current Issues, 9(1), 8-15. https://doi.org/10.18844/gjbem.v9i1.1363
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