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    How brand attitude, brand quality, and brand value affect Thai canned tuna consumer brand loyalty
    (2021-02-01)
    Chuenban, Pichit
    ;
    Sornsaruht, Puris
    ;
    Pimdee, Paitoon
    As one of the world's most valuable fish, Tuna can either be found in inexpensive tins on grocery store shelves or on high-end auction blocks destined for Japanese sashimi and sushi restaurants. Moreover, Thailand is reported to be the world's largest exporter of prepared or preserved tuna, which in 2019 contributed an estimated $2.5 billion to Thailand's exports. However, brand research is very limited for canned tuna, especially when it comes to product packaging cues, and how packaging affects a consumer's decision-making process. Therefore, this study set out to investigate which factors play the greatest role in a Thai consumer's brand loyalty (BL) for tuna fish canned products. Research teams using systematic random sampling were dispatched to five supermarkets within the Bangkok metropolitan area and collected 400 questionnaires answering items related to brand attitudes (BA), brand quality (BQ), and brand value (BV) as they related to canned tuna brand loyalty (BL). Thereafter, data analysis of the four constructs and 13 observed variables was conducted with use of LISREL 9.1, which included a confirmatory factor analysis (CFA), a goodness-of-fit (GOF) analysis along with the study's structural equation modeling (SEM). Results determined that there was a positive effect (73% R<sup>2</sup>) between all the causal factors on Thai canned tuna BL. Furthermore, the factors affecting BL ranked from the greatest to the lowest were BA, BQ, and BV with total effect (TE) values of 0.85, 0.33, and 0.19, respectively. Key takeaways from the study's research seem to indicate that canned tuna is viewed by most consumers as a ‘commodity’, with product availability and convenience being of the utmost importance in product brand selection. Global fishing stocks sustainability, labor costs/practices, and dolphin free catches within the tuna industry were also determined to be important aspects within the international consumer community. Also, due to the demand for high-quality and safe tuna products, adding value has become increasingly important in satisfying consumer demands and represents an opportunity for marketplace expansion. Brand attitude; Brand quality; Brand value; Food security; Sustainability; Thailand
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    Fast-food restaurant customer satisfaction in Thailand: A structural equation model path analysis
    (2019-01-01)
    Tangtatswas, Ririnda
    ;
    Sornsaruht, Puris
    ;
    Pimdee, Paitoon
    This study explored the theoretical evidence and empirical data of factors influencing fast-food restaurant customer satisfaction (ST) in Thailand. The analysis was conducted on the six hypotheses relationships between ST, marketing communications (MC), brand value (BV), and brand quality (BQ). Initial analysis was conducted with use of confirmatory factor analysis [CFA], followed by a structural equation model [SEM] path analysis using LISREL 9.1 of the study's four latent variables. From the sample of 478 fast food restaurant patrons, the factors determined affecting ST were MC, BV, and BQ, which total effect [TE] values of 0.77, 0.39 and 0.27, respectively. The research also determined that further investigation needs to be undertaken to evaluate the influence of social media within the fast-food restaurant environment. This study is also original and timely as it identified the growing importance of social media tools in the fast-food marketing communications process in Thailand.
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    Antioxidant bottled beverage purchasing behavior of Bangkok, Thailand consumers: A structural equation model
    (2014-01-01)
    Bundechanan, Niphon
    ;
    Fongsuwan, Wanno
    Tea companies like to brag about the antioxidants in their bottled tea beverages with sales of bottled teas having increased 90% since 2004 with a new study finding that green tea significantly reduces the risk of death from many causes including heart disease. Green tea has been used in China for at least 4,000 years and even though, bottled tea and the antioxidants aren't as powerful as newly brewed tea, it does, however, exhibit health benefits comparable to fruits and vegetables. Therefore, the researchers were interested in studying the factors that affect buying behavior of antioxidant bottled beverages in the Bangkok metropolitan area with the purpose of developing and validating the consistency of the linear structural relationships of brand value, brand attitude and integrated marketing communication variables that affect the purchase intention of consumers with antioxidant bottled beverages. With the increasing wave of health conscious Bangkok consumers who spend the majority of their time at study and are likely to purchase antioxidant packaged juices and drinks, consumers are more frequently interested in the quality of the product they consume. Manufacturers, therefore, are trying to market their products to consumers using communication strategies through Integrated Marketing Communications (IMC) which have the potential to significantly increase this market's share.