Brand Preference Creation Capability and Marketing Performance: an Empirical Investigation into Medical and Aesthetic Businesses in Thailand

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Nattawut Panya


The objective of this study was to investigate the influence of brand preference creation capability on marketing performance. Brand preference creation capability is comprised of 4 dimensions; brand identity awareness, new idea focus, brand communication efficiency, and brand image clarity. The data used for the analysis for was derived from a survey of 282 medical and aesthetic firms in Thailand. Multiple regression analysis was used for the hypothesis testing. The results show that the 4 dimensions of brand preference creation capability that were significantly positive were related to value creation success, customer satisfaction, brand loyalty, marketing advantage, and marketing performance. Moreover, theoretical and managerial contributions, as well as suggestions for future research were also deemed worthy of future discussion.


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Panya, N. (2018). Brand Preference Creation Capability and Marketing Performance: an Empirical Investigation into Medical and Aesthetic Businesses in Thailand. Journal of Management Science Chiangrai Rajabhat University, 13(2), 14-36. Retrieved from
Research Articles
Author Biography

Nattawut Panya

*Ph.D. (Marketing) Mahasarakham University, (2015). Currently a Lecturer in Business Administration Program (Marketing), Faculty of Management Sciences, Lampang Rajabhat University.


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