Brand Equity of Thai Canned Fruit and Vegetable Affecting to Purchase Intention of the Americans

Authors

  • Nutthapon Jitprapai Faculty of Communication Arts UniversityUniversity of the Thai Chamber of Commerce
  • Jantima KeoKaeo Faculty of Communication Arts UniversityUniversity of the Thai Chamber of Commerce

Keywords:

Brand Equity, Purchase Intention, Canned Fruit and Vegetables, Thai brands

Abstract

This quantitative research aimed to study the brand equity of Thai canned fruit and vegetables affecting the Americans’ purchase intentions. A questionnaire was used to collect data from 400 American citizens residing in the United States. The descriptive statistics used to analyze the data consisted of frequency, percentage, mean, and standard deviation. Multiple regression was used as inferential statistics for hypothesis testing. Findings revealed that the factors in terms of brand awareness and brand loyalty significantly affected the Thai canned fruit and vegetables on Americans’ purchase intentions with the statistical level at .05. with Beta values of 0.50 and 0.21, respectively. Therefore, marketing communicators should promote their brands to create easy recognition and establish brand loyalty programs with end consumers and distributors in order to increase brand equity.

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Published

2024-04-30

How to Cite

Jitprapai, N., & KeoKaeo, J. (2024). Brand Equity of Thai Canned Fruit and Vegetable Affecting to Purchase Intention of the Americans. Journal of Management Science Pibulsongkram Rajabhat University, 6(1), 92–102. retrieved from https://so03.tci-thaijo.org/index.php/jmspsru/article/view/268743

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Section

Research Articles