Antecedents of Integrated Marketing Communication Digital on Brand Equity: An Empirical Research of E-Commerce Businesses in Bangkok
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Purpose: This study explores the factors affecting integrated marketing communication and examines the relationship and impact of market orientation, innovative marketing strategies, and integrated marketing communication via digital media (IMC Digital) on the brand equity of e-commerce businessesin Bangkok. ResearchMethod:The researchmethod issurvey research.The data was collected by a questionnaire from 134 online retail business executivesin Bangkok. Then, the data were analyzed by t-test,ANOVA, and MRA. Results: The findings are as follows. (1) Innovative Marketing Strategies and Digital Marketing Communications have a relationship and impact on the Brand Equity of E-CommerceBusinesses at the statistical level of .05. (2) Market Orientation has no relationship and impact with the Brand Equity of E-CommerceBusinesses(3) Marketing-oriented factors, customer focus, competitor focus, and interagency cooperation, are at the highest level. (4) Innovative marketing strategies comprise product and packaging design innovations, introducing new pricing strategies, and new retail concepts. The new promotion concepts are at the highest level. (5) Integrated marketing communications via digital media (IMC Digital) with controllable communication is at the highest level so is uncontrollable communication. (6) Brand Equity with brand awareness and brand image are at the highest level.
Abstract
Purpose: This study explores the factors affecting integrated marketing communication and examines the relationship and impact of market orientation, innovative marketing strategies, and integrated marketing communication via digital media (IMC Digital) on the brand equity of e-commerce businessesin Bangkok. ResearchMethod:The researchmethod issurvey research.The data was collected by a questionnaire from 134 online retail business executivesin Bangkok. Then, the data were analyzed by t-test,ANOVA, and MRA. Results: The findings are as follows. (1) Innovative Marketing Strategies and Digital Marketing Communications have a relationship and impact on the Brand Equity of E-CommerceBusinesses at the statistical level of .05. (2) Market Orientation has no relationship and impact with the Brand Equity of E-CommerceBusinesses(3) Marketing-oriented factors, customer focus, competitor focus, and interagency cooperation, are at the highest level. (4) Innovative marketing strategies comprise product and packaging design innovations, introducing new pricing strategies, and new retail concepts. The new promotion concepts are at the highest level. (5) Integrated marketing communications via digital media (IMC Digital) with controllable communication is at the highest level so is uncontrollable communication. (6) Brand Equity with brand awareness and brand image are at the highest level.
참고문헌 (19)
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