Brand Preference Creation Capability and Marketing Performance: an Empirical Investigation into Medical and Aesthetic Businesses in Thailand
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Published:
Sep 29, 2018
Keywords:
Brand Preference Creation Marketing Performance Medical and Aesthetic Businesses
Main Article Content
Abstract
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.
Article Details
How to Cite
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 https://so03.tci-thaijo.org/index.php/jmscrru/article/view/148165
Section
Research Articles
Views and opinions expressed in the journal do not necessarily reflect those of the editors.
References
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Nelson, R. R., & Winter, S. G. (1982). An Evolutionary Theory of Economic Change. Cambridge : MA : Harvard University Press.
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Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory. (3rd ed). New York: McGraw-Hill.
Phattharakittisakul, P., & Juntongjin, P. (2016). The Model of Loyalty in Mobile Shopping Application: An Integration of Emotion and Design. Journal of Business Administration, 39(151), 48-72.
Rivard, S., Raymond, L., & Verreault, D. (2006). Resource-Based View and Competitive Strategy: An Integrated Model of the Contribution of Information Technology to Firm Performance. Journal of Strategic Information Systems, 15, 29-50.
Ryu, K., Han, H., & Kim, T. H. (2008). The Relationships among Overall Quick-Causal Restaurant Image, Perceived Value, Customer Satisfaction, and Behavioral Intentions. International Journal of Hospitality Management, 27(3), 459 – 469.
Sahin, A., Zehir, C., & Kitapci, H. (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty: An Empirical Research on Global Brands. The 7thInternational Strategic Management Conference, Paris-France.
Sansook, J., & Ussahawanitchakit, P. (2010). Strategic Customer Relationship Management Capabilities and Market Performance: An Empirical Study of Health Service Industries in Thailand. International Journal of Business Strategy, 10, 67-89.
Simon, H. A. (1991). Bounded Rationality and Organizational Learning. Organization Science. 2, 125-134.
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery. Journal of Marketing Research, 36(3), 356 – 372.
Zarrella, D. (2010). The Social Media Marketing Book. O’Reilly Media.
Thairoongroj, S. (2015, December 17). 10 Outstanding-Failing Businesses in 2016. Thairath. p8. (in Thai)
Aaker, D. A. (1991).Managing Brand Equity. New York: The Free Press.
Aaker, D. A. (1996).Building Strong Brands. New York: The Free Press.
Aaker, D. A., Kumar, V., & Day, G. S. (2001). Marketing Research.7th ed. New York: John Wiley and Sons.
Aghekyan-Simonian, M., Forsythe, S., Kwon, W. S., & Chattaraman, V. (2012). The Role of Product Brand Image and Online Store Image on Perceived Risks and Online Purchase Intentions for Apparel. Journal of Retailing and Consumer Services, 19 (3), 325–331.
Alam, I. (1998). New Industrial Product Idea Generation. American Marketing Association Conference Proceedings, 9, 187-196.
Algesheimer, R., Dholakia, U. M., & Hermann, A. (2004). Interplay between Brand and Brand Community: Evidence from European Car Clubs. Available at SSRN, 534-542.
Blocker, C. P., Flint, D. J., Myers, M. B., & Slater, S. F. (2011).Proactive Customer Orientation and Its Role for Creating Customer Value in Global Markets. Journal of the Academy of Marketing Science, 39(2), 216-233.
Che-Hui, L., Miin-Jye, W., Li-Ching, H., & Kuo-Lung, W. (2015). Online Hotel Booking: The Effects of Brand Image, Price, Trust and Value on Purchase Intentions. Asia Pacific Management Review, 20(4), 210–218.
Conner, K. R., & Prahalad, C. K. (1996). A Resource-Based Theory of the Firm: Knowledge versus Opportunism. Organization Science. 7, 477-501.
Corea, P., Gedge, G., Lemmons, S. Pinsky, J., Polo, N., & Swenson, C. (1998). New Product Development: A Case Study. Engineering Management Journal, 10(3), 29-39.
Debra, G., & Aron, O. (2005). Examining the Effects of Service Brand Communications on Brand Evaluation. Journal of Product and Brand Management, 14(2), 106 -116.
DE Chernatony, L. (2006). From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands (2nded). Burlington, MA, Elsevier, 77-78.
Grant, R. (1996). Toward a Knowledge-Based Theory of the Firm. Strategic Management Journal,17, 109-122.
Green, K. M., Covin, J. G., & Slevin, D. P. (2007). Exploring the Relationship between Strategic Reactiveness and Entrepreneurial Orientation: The Role of Structure-Style Fit. Journal of Business Venturing, 23(3), 356-383.
Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis A Global Perspective. (7thed). New Jersey: Person Education, Inc.
Hsieh, M. H., Tsai, K. H., & Wang, J. R. (2008). The Moderating Effects of Market Orientation and Launch Proficiency on the Product Advantage Performance Relationship. Industrial Marketing Management, 37, 580-592.
Isabel, B., Sara, C., & Eva, M. (2016).The Importance of Corporate Brand Identity in Business Management: An Application to the UK Banking Sector. Business Research Quarterly, 19, 3 – 12.
Jothi, P. S., Neelamalar, M., & Prasad, R. S. (2011). Analysis of Social Networking Sites: A Study on Effective Communication Strategy in Developing Brand Communication. Journal of Media and Communication Studies, 3(7), 234-242.
Kapferer, J. N. (2008). The New Strategic Brand Management. Creating and Sustaining Brand Equity Long Term. (4th ed): Kogan Page, London and Philadelphia.
Keller, K. L. (2003), Strategic Brand Management. Upper Saddle River, NJ: Prentice-Hall.
Kempf, D. S., & Smith, R. E. (1998).Consumer Processing of Product Trial and the Influence of Prior Advertising. Journal of Marketing Research, 35(3), 325-338.
King, C., & Grace, D. (2010). Building and Measuring Employee-Based Brand Equity. European Journal Marketing, 44(7), 938-971.
Kogut, B. (1996). What Firms Do? Coordination, Identity, and Learning. Organization Science.7(5), 502-518.
Kogut, B., & Zander, U. (1992). Knowledge of the Firm, Combinative Capabilities, and the Replication of Technology. Organization Science, 3(3), 383-397.
Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009).The Relationships among Service Quality, Perceived Value, Customer Satisfaction, and Post-Purchase Intention in Mobile Value-Added Services. Computers in Human Behavior, 25(4), 887-896.
Massetti, B. (1996). An Empirical Examination of the Value of Creativity Support Systems on Idea Generation. MIS Quarterly, 20(1), 83-97.
Meenaghan, T. (1995). The Role of Advertising in Brand Image Development. Journal of Product & Brand , Management,4(4), 23-34.
Miller, D. (1988). Relating Porter’s Business Strategies to Environment and Structure. Academy Management Journal, 31, 280-308.
Nakata, C., Zhu, Z., & Izberk-Bilgin, E. (2011). Integration Marketing and Information Services Functions: A Complementarity and Competence Perspective. Journal of the Academic Marketing Science. 39, 700-716.
Thipsri, N., & Ussahawanitchakit, P. (2009). An Empirical Assessment of NPD Strategies of Thai Electronic Business: How do the Strategies Affect Market Outcomes. International Journal of Business Strategy, 9(2), 69-90.
Nelson, R. R., & Winter, S. G. (1982). An Evolutionary Theory of Economic Change. Cambridge : MA : Harvard University Press.
Newbert, S. L., Gopalakrishnan, S., & Kirchhoff, A. B. (2008). Looking beyond Resources: Exploring the Importance of Entrepreneurship to Firm-level Competitive Advantage in Technologically Intensive Industries. Technovation, 28(2), 6-19.
Nilson, H. t. (2000). Competitive Branding, NY: John Wiley.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory. (3rd ed). New York: McGraw-Hill.
Phattharakittisakul, P., & Juntongjin, P. (2016). The Model of Loyalty in Mobile Shopping Application: An Integration of Emotion and Design. Journal of Business Administration, 39(151), 48-72.
Rivard, S., Raymond, L., & Verreault, D. (2006). Resource-Based View and Competitive Strategy: An Integrated Model of the Contribution of Information Technology to Firm Performance. Journal of Strategic Information Systems, 15, 29-50.
Ryu, K., Han, H., & Kim, T. H. (2008). The Relationships among Overall Quick-Causal Restaurant Image, Perceived Value, Customer Satisfaction, and Behavioral Intentions. International Journal of Hospitality Management, 27(3), 459 – 469.
Sahin, A., Zehir, C., & Kitapci, H. (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty: An Empirical Research on Global Brands. The 7thInternational Strategic Management Conference, Paris-France.
Sansook, J., & Ussahawanitchakit, P. (2010). Strategic Customer Relationship Management Capabilities and Market Performance: An Empirical Study of Health Service Industries in Thailand. International Journal of Business Strategy, 10, 67-89.
Simon, H. A. (1991). Bounded Rationality and Organizational Learning. Organization Science. 2, 125-134.
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery. Journal of Marketing Research, 36(3), 356 – 372.
Zarrella, D. (2010). The Social Media Marketing Book. O’Reilly Media.