The Relationships between Digital Branding and Marketing Performance of Franchise Businesses in Thailand
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Abstract
This study aimed to investigate the relationship between digital branding and marketing performance of franchise businesses in Thailand. The data was collected from the marketing executives amount to 153 franchise businesses in Thailand using the questionnaire. The data was analyzed using the multiple correlation analysis and multiple regression analysis. The results showed that 1) digital branding in the aspect of content creation has relationship and impact on the marketing performance., 2) digital branding in the aspect of sale/lead generation has relationship and impact on the marketing performance. The empirical evidence of this research suggested that the marketing executives can develop effective branding processes and create competitive advantage in the digital age, especially in the content creation in order to create the perception in each target group and remember the branding. Online communication will help customers to participate in giving an opinion on products and other issue of the brand continuously.
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