Consumer's brand preference over cyber brand and extension brand

Amelia, Amelia

doi:10.1504/ijtgm.2014.064906

Cited by 3 publications

(3 citation statements)

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“…It suggests that both Chinese and other nationality tourists would like to expose to online public relations media. The result is corresponding with previous study on media development stated that online social media has effect on current media exposure behavior (Amelia, 2014;Aikaterini et al, 2016;Kaur, 2016). For media contents about Thai food, Chinese and other nationality tourists have similar interests in Thai food contents at highly needed level with highest to lowest scores ranging from vegetable and herb in Thai food, nutrition of Thai food, Thai food innovation, and Thai food recipe, respectively.…”

Section: Discussionsupporting

confidence: 90%

Using Media for Public Relations of Thai Food to Global Market in China

Paisarnsombat

Kheerajit

Rampai

et al. 2021

IJONEST

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This research aims 1) to study media exposure behavior of various age target groups: teenager, working age, and elderly, 2) to develop suitable media for public relations of Thai food to specific target groups, and 3) to study media satisfactory of Chinese to the integrated media for public relations of Thai food innovation to global market. The studied groups include 249 tourists both Chinese and others who travelled in Thailand and 100 Chinese tourists in Shanghai, China. The research tools are 1) integrated public relations media of Thai food innovation including website, video, mobile application, and publications, 2) satisfactory survey, and 3) questionnaire on media exposure behavior on public relations media of Thai food to global market. The survey and questionnaire were offered in Chinese and English languages. Results suggest that media exposure behavior of the tourist on Thai food information are not significantly different among nationality. There is no relationship between age and media exposure behavior. The most favorable media among tourists is online social media, followed by mobile application and website, respectively. Chinese prefers to receive information on Thai food via online social media, while the others prefer to receive the information via mobile application. Chinese would like to know about Thai food innovation, while others would like to learn about Thai food recipe. The study suggests that the suitable integrated media for public relations of Thai food to Chinese should be presented in Chinese language and published in most common social media among Chinese such as WeChat and Youku.

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Section: Discussionsupporting

confidence: 90%

Using Media for Public Relations of Thai Food to Global Market in China

Paisarnsombat

Kheerajit

Rampai

et al. 2021

IJONEST

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“…Chi-square goodness of fit test is used to determine the fit indices. This is a non-parametric test used to determine how the observed value of a given scenario significantly differs from the expected values (Singh, 2017;Amelia, 2014). This test divides data into intervals, and the numbers of points that fall within the intervals are compared with values of the individual intervals.…”

Section: Fit Indicesmentioning

confidence: 99%

E-marketing strategy: to improve customer preference for local brand over foreign brand in the era of a developing country

Adwan

2019

Innovative Marketing

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This research will determine the factors that influence customer preference for local brands over foreign brands in the era of a developing country. This is a quantitative research design. Questionnaires have been used to collect the data on product standards, social media engagement, local positive testimonials, brand application and brand trust. The sample size was 80 – randomly selected. Organizations should improve quality, design, compatibility, consistency, attitude and online appearance on YouTube, Facebook, Instagram, and LinkedIn. Celebrity testimonials have more influence on consumers than a non-celebrity testimonial. The research is original in that it was conducted from scratch. Moreover, the researchers sought help from previous research in the field to define technical terms, of which have been cited accordingly.

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“…It is also convenience for foreigners who are interesting in Thai food information. According to result from Amelia (2014), Aikaterini et al (2016), Tsai and Men (2013), and Kaur (2016), social and online media affect customer's behaviour. The result is in agreement with concepts proposed by Concetta and Davide (2013) and Zoltan et al (2008), which stated that ICT can be efficiently applied to public relations.…”

Section: Introductionmentioning

confidence: 99%

Development of Integrated Media for Promoting of Thai Cuisine to Global Market

Kheerajit

Paisarnsombat

Rampai

et al. 2021

IJONEST

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The research aims to develop suitable integrated media for public relations of Thai food innovations created under the research project Thai Food to Global Market. The sample group is 257 tourists. The research tools are 1) integrated media for public relations of Thai food to Global Market including website, video, mobile application, and AR publication, 2) media evaluation form for Thai food and public relations media expert, and 3) satisfactory survey of tourist on the integrated media. The results indicate that 1) quality of the integrated media developed under the research has met the standard with a Very Good score level evaluated by media experts, and 2) tourists are satisfied with the integrated media with the highest satisfactory level, in which online media and mobile application are the most satisfied media by tourists both in term of content presentation and its accessibility. The research also illustrated that the convergent media concept can be performed in order to enhance its accessibility and target of the media itself. The procedure used to develop the media in the researches has indicated a significant outcome suggested from the quality of the media and satisfactory level of the media receivers.

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Consumer's brand preference over cyber brand and extension brand

Cited by 3 publications

References 0 publications

Using Media for Public Relations of Thai Food to Global Market in China

Using Media for Public Relations of Thai Food to Global Market in China

E-marketing strategy: to improve customer preference for local brand over foreign brand in the era of a developing country

Development of Integrated Media for Promoting of Thai Cuisine to Global Market

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