Journal of Distribution Science (유통과학연구)

Korea Distribution Science Association (한국유통과학회)
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Antecedents of Integrated Marketing Communication Digital on Brand Equity: An Empirical Research of E-Commerce Businesses in Bangkok

  • Kittiwat RATTANAMANEE (Department of Business Administration and Digital Innovation, Mahasarakham Business School, Mahasarakham University) ;
  • Cattaleeya CHARPAVANG (Department of Business Administration and Digital Innovation, Mahasarakham Business School, Mahasarakham University)
  • Received : 2024.10.24
  • Accepted : 2024.12.05
  • Published : 2024.12.30
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Abstract

Purpose: This study explores the factors affecting integrated marketing communication and examines the relationship and impact of market orientation, innovative marketing strategies, and integrated marketing communication via digital media (IMC Digital) on the brand equity of e-commerce businesses in Bangkok. Research Method: The research method is survey research. The data was collected by a questionnaire from 134 online retail business executives in Bangkok. Then, the data were analyzed by t-test, ANOVA, and MRA. Results: The findings are as follows. (1) Innovative Marketing Strategies and Digital Marketing Communications have a relationship and impact on the Brand Equity of E-Commerce Businesses at the statistical level of .05. (2) Market Orientation has no relationship and impact with the Brand Equity of E-Commerce Businesses(3) Marketing-oriented factors, customer focus, competitor focus, and interagency cooperation, are at the highest level. (4) Innovative marketing strategies comprise product and packaging design innovations, introducing new pricing strategies, and new retail concepts. The new promotion concepts are at the highest level. (5) Integrated marketing communications via digital media (IMC Digital) with controllable communication is at the highest level so is uncontrollable communication. (6) Brand Equity with brand awareness and brand image are at the highest level.

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References

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