The Effect of Brand Equity, Brand Trust and Country of Origin Image to Purchase Intention. Case Study: Crocodile Brand

Name: Ekkasit Khemnguad

Email : ekkasit@tni.ac.th

ThaSH: Brand name products -- Management

ThaSH: Branding (Marketing)

Abstract: The purpose of this research is to understand how Brand trust and Country of Origin Image effect to purchase intention of the Crocodile and ‘L’ brand by focusing on Thai consumer. Although there are many characteristics that consumers consider when they want to buy something, such as brand, color and design, researchers cannot ignore external factors like country of origin. The international marketing literature shows that consumers use this external factor for evaluating products. In other words country of origin is a higher risk for international trade because it reflects consumer intention. In brief, in respect of other studies and the literature, country of origin is usually abbreviated as “COO”, which refers to the country that manufactures designs or assembles a product or brand with which it is associated. From the analysis result in this study, most of our hypotheses were right by Pair-T test analysis, Crosstab analysis and Chi-square analysis, which were: The Ability of produce being significant relate to thinking that Thailand better than Vietnam in every part such as thread quality, production standard high skilled and ability labor, trusted production, and good quality controlled. Design, creative, and consistency of product is significant relate that Thailand better than Vietnam in every part such as creative a product, representative a magnificent design, representative creativity. Technological progress being significant different that Thailand better than Vietnam in every part such as reliability in production, reliability in production standard, trademark have reliability in product information, trademark have reliability in sustainable brand. Reliable brand is significant different in ‘L’ better than Crocodile in every part such as trademark have reliability in product information, trademark have reliability in sustainable brand, reliability in production, reliability in production. Honest brand to customer being significant of ‘L’ better than Crocodile in every part such as attention on customer demand, attention on production standard, attention on quality of product, raining sales employee, intent to give information, solve a problem for customer. Brand consistency to customer is significant related consistency of ‘L’ better than Crocodile in every part such as always create a good quality product, always control the process to be high standard, always control the product to be high standard, honesty to make reliability to customer, and always remain the high quality product. Purchase intention of customer is significant different that ‘L’ better than Crocodile in every part such as purchase intention, buying by confident, if the product is expensive, specific buying, and demand of customer. Product reliability is being significant different that the person who wants many of Crocodile products (high purchase intention) have more product reliability than the person who doesn’t want many of Crocodile products (low purchase intention).

สถาบันเทคโนโลยีไทย-ญี่ปุ่น. ศูนย์วิทยบริการ

Address: กรุงเทพมหานคร

Email: rodjaney@tni.ac.th

Created: 2566

Modified: 2566-01-24

Issued: 2566-01-24

งานวิจัย/Research report

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