Brand Loyalty as a Mediating Variable Linking Business-to-Business Transactions and Marketing Communication to Sustainable Marketing of 3M Window tint Films
Keywords:
B2B, marketing communications, Brand Loyalty, Sustainable Marketing, 3M Window tint FilmsAbstract
The objective of this research is to study the levels of business-to-business (B2B) transactions, marketing communication, brand loyalty, and sustainable marketing. It also aims to examine the role of brand loyalty as a mediating variable linking B2B transactions and marketing communication to the sustainable marketing of 3M window tint films. This quantitative research was conducted with 500 distributor stores using a questionnaire, and the data were analyzed using Structural Equation Modeling (SEM) techniques The research findings revealed that both business-to-business (B2B) transactions and marketing communication have direct and indirect influences on sustainable marketing, with marketing communication having the strongest influence, followed by brand loyalty, and then B2B transactions. Brand loyalty plays a significant role as a mediating variable that strengthens the relationship between B2B transactions, marketing communication, and sustainable marketing. These findings highlight the importance of building brand loyalty and implementing effective marketing communication to support long-term sustainable marketing strategies.
References
M Thailand. (2567). พันธกิจด้านความยั่งยืนของ 3เอ็ม. https://www.3m.co.th/3M/th_TH/sustainability-th/.
Amoako, G. K., Dzogbenuku, R. K., & Abubakari, A. (2022). Green marketing and its impact on consumer buying behavior: The role of corporate image and customer satisfaction. International Journal of Sustainable Development & World Ecology, 29(3), 241-252.
Anderson, J. C., Narus, J. A., & Narayandas, D. (2020). Business market management: Understanding, creating, and delivering value (4th ed.). New York: Pearson.
Autolife. (2024). ตลาดฟิล์มกรองแสงรถยนต์เดือดพล่าน ไม่แพ้ตลาดยานยนต์ไทยในงานมอเตอร์ เอ็กซ์โป 2024. https://autolifethailand.tv/thailand-international-motor-expo-2024-23/.
Badawi, A. K., Salama, R. S., & Mostafa, M. M. M. (2023). Natural-based coagulants/flocculants as sustainable market-valued products for industrial wastewater treatment: a review of recent developments. RSC advances, 13(28), 19335-19355.
Belch, G. E., Belch, M. A., Kerr, G., & Powell, I. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). New York: McGraw-Hill Education.
Best, J. W. (1977). Research in Education (3rd ed.). New Jersey: Prentice-hall Inc.
Blakeman, R. (2023). Integrated marketing communication: creative strategy from idea to implementation (3rd ed.). Lanham: Rowman & Littlefield.
BrandAgeOnline. (2022). 3M ผนึก HP ส่ง “ศูนย์พิมพ์รักษ์โลก” ชูนวัตกรรมการพิมพ์กราฟิกรักษ์โลกเพื่อสิ่งแวดล้อมและความยั่งยืน. https://www.brandage.com/article/33205?utm_ source=chatgpt.com.
Brennan, R., Canning, L., & McDowell, R. (2021). Business-to-business marketing (6th ed.). New York: Sage Publications.
Comrey, A. L., & Lee, H. B. (1992). A first course in factor analysis (2nd ed.). Hillsdale, NJ: Erlbaum.
Ellis, N., & FitzGerald, L. (2022). The critical state of corporate social responsibility in business-to-business markets. Industrial Marketing Management, 93(1), 1-9.
Fill, C., & Turnbull, S. (2022). Marketing communications: discovery, creation and conversations (8th ed.). London: Pearson Education.
Funnel. (2020). สูตรเริ่มต้นธุรกิจผ่านกลยุทธ์ 3M Model ที่นำมาใช้ได้ผล. https://funnel.in.th/3m-model/.
Gupta, S., & Kumar, V. (2023). Brand loyalty and environmental sustainability: The moderating role of green brand image. Journal of Business Research, 146(4), 290-302.
Hair, E., Halle, T., Terry-Humen, E., Lavelle, B., & Calkins, J. (2006). Children's school readiness in the ECLS-K: Predictions to academic, health, and social outcomes in first grade. Early Childhood Research Quarterly, 21(4), 431-454.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2014). Pearson new international edition. Multivariate data analysis. (7th Ed.). London: Pearson Education.
Hambleton, R. K., & Cook, L. L. (1977). Latent trait models and their use in the analysis of educational test data. Journal of educational measurement, 14(2), 75-96.
Holm, O. (2023). The influence of digitalization on marketing communication. Journal of Marketing Communications, 29(2), 145-160.
Hutt, M. D., & Speh, T. W. (2021). Business marketing management: B2B (12th ed.). Boston: Cengage Learning.
Janjić, L., & Dašić, T. (2023). The influence of marketing communication on perception and decision-making process of service users. BizInfo (Blace) Journal of Economics, Management and Informatics, 14(2), 57-68.
Johnston, W. J., & Marshall, G. W. (2020). Sales force management: Leadership, innovation, technology (12th ed.). Oxfordshire UK: Routledge.
Kato, T. (2021). Brand loyalty explained by concept recall: Recognizing the significance of the brand concept compared to features. Journal of Marketing Analytics, 9(3), 145-160.
Kim, J., Kang, S., & Lee, K. H. (2021). Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles. Journal of Business Research, 130(5), 552-563.
Kitchen, P. J., & Burgmann, I. (2020). Integrated marketing communication: Making it work at a strategic level. Journal of Business Strategy, 41(1), 23-29.
Kliatchko, J., & Schultz, D. E. (2021). Twenty years of IMC: A study of CEO and CMO perspectives in the Asia-Pacific region. International Journal of Advertising, 40(5), 733-757.
Kong, H. M., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research, 131(special), 640-651.
Marketingoops. (2566). 3เอ็ม ประกาศพันธสัญญา ทุกผลิตภัณฑ์ใหม่ต้องบรรลุข้อกำหนดด้านความยั่งยืน. https://www.marketingoops.com/pr-news/3m-sustainability-value-commitment/.
Mohammad, A. A. S. (2022). The impact of digital marketing success on customer loyalty. Marketing i menedžment innovacij, 13(3), 103-113.
Nunnally, J.C. (1978). An Overview of Psychological Measurement. In: Wolman, B.B. (eds) Clinical Diagnosis of Mental Disorders. Boston, MA: Springer.
Peter, M. K., & Dalla Vecchia, M. (2020). The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. New trends in business information systems and technology: Digital innovation and digital business transformation, 251-265.
Sari, N. P., Artha, B., & Hadi, A. S. (2023). Brand loyalty: A literature review. International Journal of Economics, Business and Accounting Research, 7(1), 66-75.
Sheth, J. N., & Parvatiyar, A. (2021). Sustainable marketing: Market-driving, not market-driven. Journal of macromarketing, 41(1), 150-165.
Sheth, J. N., & Sinha, M. (2021). B2B marketing: A guidebook for the classroom to the boardroom (ed.). Bradford: Emerald Publishing.
Smith, P. R., & Zook, Z. (2020). Marketing communications: Integrating offline and online with social media (6th ed.). London: Kogan Page Publishers.
Wang, Z., Li, J., & Chen, P. (2022). Factors influencing Chinese flower and seedling family farms’ intention to use live streaming as a sustainable marketing method: an application of extended theory of planned behavior. Environment, Development and Sustainability, 18(29), 1-24.
Wiersema, F. (2020). Customer strategies for the B2B market: A framework for creating customer value (4th ed.). Oxfordshire UK: Routledge.
ประชาชาติธุรกิจ. (2567). ลามิน่า การ์ดสูงรับตลาดฟิล์มกรองแสง 1.5 พันล้านหดตัว. https://www.prachachat.net/ motoring/news-1705771.
มติชน. (2566). ตลาดฟิล์มรถยนต์แข่งดุ! สะพัด 1.8 พันล้าน ลามิน่าลุยต่อยอด ฟิล์มในบ้านเพื่อสัตว์เลี้ยง. https://www.matichon.co.th/economy/news_3896217.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Journal of Industrial Business Administration
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
