Paper Title :Effect of Integrated Marketing Communication and Brand Value Perception Toward Purchase Intention of Local Coffee Brand as the Perspective of Customers in AmphurMuangLampang, Lampang Province
Author :Jaideawsangwan, Wingwon, Boonthawan
Article Citation :Jaideawsangwan ,Wingwon ,Boonthawan ,
(2018 ) " Effect of Integrated Marketing Communication and Brand Value Perception Toward Purchase Intention of Local Coffee Brand as the Perspective of Customers in AmphurMuangLampang, Lampang Province " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 53-56,
Volume-4,Issue-1
Abstract : The research aims to (1) study the integrated marketing communication, brand value perception, and purchase
intention and (2) examine the integrated marketing communication and brand value perception toward the purchase intention
of local coffee brand as the perspective of customers in Muang District, Lampang Province. It is a quantitative research. The
sample included 140 customers who purchased a local coffee brand in Muang District, Lampang Province. The research
instrument was a questionnaire based on the descriptive statistics as percentage, mean and standard deviation and inferential
statistics were analyzed by Path Analysis technique. The results show that customers who bought the local coffee brand had
a high level in all factors. The purchase intention was rated firstly (3.80), followed by brand value perception (3.75) and final
the integrated marketing communication (3.62). Referring to the Path Analysis, it was found that brand value perception had
the most direct influence on the purchase intention of the local coffee brand with the path coefficient as 0.622, followed by
the integrated marketing communication had the direct influence on brand value perception with the path coefficient as
0.471, and the integrated marketing communication had a direct influence on the purchase intention with the path coefficient
as 0.126, respectively.
Keywords - Integrated marketing Communication, brand value perception, purchase intention
Type : Research paper
Published : Volume-4,Issue-1
Copyright: © Institute of Research and Journals
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Published on 2018-03-28 |
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