Keyword

Integrated marketing communication model, Brand loyalty, Japanese cars, Thailand

Abstract

            Thailand automobile market has experienced growth for several years due to worldwide economic growth. The proposed policies present great opportunities for Japanese car companies who have such technologies and willing to invest in an emerging markets region. This research aimed to find the integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand. The quantitative data was collected via questionnaire survey to 460 Japanese car customers in Thailand. The sampling method used the simple random sampling at the department of Land Transport, Bangkok, Thailand.    The descriptive statistics applied in this research consist of mean average, percentage and frequency, whereas inferential statistics consisted of confirmatory factor analysis, path analysis and Structural Equation Modeling. The study found that the integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand consisted of car factors, customer psychological factors, integrated marketing communication tools, and brand loyalty. The constructed model developed by this research is consistent with the empirical data and showed the ability to predict value perception to an acceptable degree with a multiple correlation’s squares (  of 87 %, GFI = 0.96, AGFI = 0.93, Chi-Square = 114.91, DF = 94, P-Value = 0.089, and RMSEA = 0.022. These finding were achieved through better understanding and addressing the Japanese car producer on integrated marketing communication model for creating brand loyalty in Thailand. The practical implication model has been suggested in this paper   


Full Text : PDF
References
  1. Albert, V. C, (2015) Relationship between Product Quality and Customer Satisfaction in the U.S. Automobile Industry. Doctoral dissertation, College of Management and Technology, Walden University
  2. Belch, G. E, (2004) Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill/Irwin.
  3. Department of Land Transport, (2017) Statistic of Japanese car sales in Thailand.
  4. Emil, K. Y, (2014) A Review on Dimensions of Service Quality Models. Journal of Marketing Management.  June 2014, Vol. 2, No. 2, pp. 79-93 
  5. Estelle, V, T . (2017) A mediated model of relationship quality factors affecting behavioural intention at a luxury motor vehicle dealership.  European Business Review. Vol. 29 No. 1, 2017 pp. 43-60. Emeralds Publishing Limited 0955-534X.  [Online] DOI 10.1108/EBR-08-2016-0113. Available from 
  6. https://www.emeraldinsight.com/doi/full/10.1108/EBR-08-2016-0113?fullSc=1 [Accessed 18 May. 2018].
  7. Ernst & and Young. (2017) Automotive market in Thailand: Industry overview Building a better working world. [Online]  Available from http://www.ey.com/gl/en/newsroom/news-releases/ey-newsroom-news-releases-2017. [Accessed 19 April. 2018].
  8. Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010).  Multivariate Data Analysis 
  9.     (7th ed). New Jersey: Pearson Prentice Hall
  10. Kotler, P & Armstrong, G. (2016) Principle of Marketing (16th ed).  New Jersey: Pearson Education.
  11. Ministry of Commerce Thailand. (2017) Passenger Car unit sold Thailand by Maker/Brand and Growth year 2017 and Market Share. 
  12. Karol J, and June-S, C.  (2015) Analysis of archetypal characteristics of socialcustomer relationship management. Journal of Business and Retail Management Research (JBRMR) Vol. 9 Issue 2. Pp. 85-99. [Online] Available from http://jbrmr.com/admin/content/pdf/i-18_c-161.pdf [Accessed 19 April. 2018].
  13. Kotler, P & Armstrong, G. (2016) Principles of Marketing (16th Global Edition). Pearson Education Limited
  14. Kotler, P & Keller, K.L. (2016) Marketing Management (15th Global Edition). Pearson Education Limited
  15. Loureiro, S, M, C, Sarmento, M, E., and Bellego, G, L (2017) the effect of corporate brand reputation on brand attachment and brand loyalty: Automobile sector. Business Research Unit (BRU/UNIDE), Lisbon, Portugal. Cogent Business & Management, 4: 1360031. [Online] Available from
  16.  https://doi.org/10.1080/23311975.2017.1360031 [Accessed 19 April. 2018].
  17. Prateek M, Nitin S and Anoop K, G. (2017) an empirical approach to consumer buying behavior in Indian automobile sector. Industrail and commercial training. Vol. 48 No.3, Pp.156-162. Emerald Group Publishing Limited, ISSN 0019-7858. 
  18. [Online] DOI 10.1108/ICT-09-2015-0061 Available from https://www.emeraldinsight.com [Accessed 19 April. 2018].
  19. Shiffman, L. G. & Kanuk, L.L. (2015) Consumer Behavior (15th Global Edition). New Jersey: Pearson Education.  Prentice Hall.
  20. Siphiwe, P, M. (2014) Contribution of CRM Strategies in Enhancing Customer Loyalty. Journal of Marketing Development and Competitiveness vol.8 (2)2014.  [Online] Available at 
  21. http://www.na businesspress.com/JMDC/MandinaSP_Web8_2_.pdf  [Accessed 19 April. 2018].
  22. Thai Automotive industry association. (2017). Thailand Automotive Statistics. 
  23. Wikipedia. (2018). Economy of Thailand [online] Available at 
  24. https://en.wikipedia.org/wiki/Economy_of_Thailand#cite_note-http-26 [Accessed 19 April. 2018].