International Journal of Management and Applied Science (IJMAS)
.
current issues
Volume-5,Issue-7  ( Jul, 2019 )
Past issues
  1. Volume-5,Issue-7  ( Jul, 2019 )
  2. Volume-5,Issue-6  ( Jun, 2019 )
  3. Volume-5,Issue-5  ( May, 2019 )
  4. Volume-5,Issue-4  ( Apr, 2019 )
  5. Volume-5,Issue-3  ( Mar, 2019 )
  6. Volume-5,Issue-2  ( Feb, 2019 )
  7. Volume-5,Issue-1  ( Jan, 2019 )
  8. Volume-4,Issue-12  ( Dec, 2018 )
  9. Volume-4,Issue-11  ( Nov, 2018 )
  10. Volume-4,Issue-10  ( Oct, 2018 )

Statistics report
Sep. 2019
Submitted Papers : 80
Accepted Papers : 10
Rejected Papers : 70
Acc. Perc : 12%
Issue Published : 65
Paper Published : 4063
No. of Authors : 8344
  Journal Paper




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


Copyright: © Institute of Research and Journals

| PDF |
Viewed - 36
| Published on 2018-03-28
   
   
IRAJ Other Journals
IJMAS updates
IJMAS -THANK YOU ALL FOR CONTRIBUTING YOUR PAPER TO IJMAS JULY ISSUE.ALL AUTHORS ARE REQUESTED TO GET THEIR HARD COPY NOW.
The Conference World
Facebook

JOURNAL SUPPORTED BY