EFFECT OF DIGITAL MARKETING MIX AND BRAND TO BUYING INTENTION ON THE MOTORCYCLE MARKET

Authors

  • Watcharapong TUNPORNCHAI Graduate School, Ramkhamheang University, Thailand
  • Niwet THAMMA Graduate School, Ramkhamheang University, Thailand
  • Boonchan THONGPRAYOON Graduate School, Ramkhamheang University, Thailand
  • Praphaitip LUEPONG Graduate School, Ramkhamheang University, Thailand

DOI:

https://doi.org/10.14456/aamr.2024.10

Keywords:

Digital Marketing Mix, Brand Attitude, Buying Intention, Motorcycle, Honda

Abstract

The Change of marketing mix to Digital has caused the complexity of marketing. This research shows the influence of the Digital marketing mix which has transformed into 4Es and Brand as Experience, Exchange, Everywhere, Evangelism, Brand Distinctiveness, and Brand Attractiveness via Brand Attitude to Buying Intention on motorcycle market case study Honda Thailand.

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Published

2024-03-02

How to Cite

Tunpornchai, W., THAMMA, N., THONGPRAYOON, B., & LUEPONG, P. (2024). EFFECT OF DIGITAL MARKETING MIX AND BRAND TO BUYING INTENTION ON THE MOTORCYCLE MARKET. Asian Administration and Management Review, 7(1), 102–108. https://doi.org/10.14456/aamr.2024.10

Issue

Vol. 7 No. 1 (2024): Asian Administration and Management Review

Section

Articles

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