• 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




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


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.


Ahn, Y., Kim, I., & Lee, T. (2016). Exploring visitor brand citizenship behavior: The case of the ‘MICE city Busan’, South Korea. Journal of Destination Marketing & Management, 5(3), 249-259.

Bhandari, M., Rodgers, S., & Pan, P. (2021). Brand feedback to negative eWOM messages: Effects of stability and controllability of problem causes on brand attitudes and purchase intentions. Telematics and Informatics, 58, 101522.

Boubker, O., & Douayri, K. (2020). Dataset on the relationship between consumer satisfaction, brand attitude, brand preference and purchase intentions of dairy product: The case of the Laayoune-Sakia El Hamra region in Morocco. Data in Brief, 32, 106172.

Currás-Pérez, R., Bigné-Alcañiz, E., & Alvarado-Herrera, A. (2009). The Role of Self-Definitional Principles in Consumer Identification with a Socially Responsible Company. Journal of Business Ethics, 89, 547-564.

Department of Land Transport. (2023). Annual Registration Report. Retrieved from https://web.dlt.go.th/statistics/.

Epuran, G., Ivasciuc, I., & Micu, A. (2015). From 4P's to 4 E's - How to Avoid the Risk of Unbalancing the Marketing Mix in Today Hotel Businesses. Economics and Applied Informatics, 2, 77-85.

Ha, H., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4(6), 438-452.

Hair, J., Anderson, R., Babin, B., & Black, W. (2010). Multivariate Data Analysis: A Global Perspective. 7th ed. New Jersey: Pearson.

Hu, L., & Bentler, P. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.

Jitsakunchai, N., & Sansook, J. (2018). Customer Relationship Management Organization Image, Customer Trust, and Customer Loyalty towards Honda Car Service Centers in Thailand. Research and Development JournalSuan Sunandha Rajabhat University, 10(1), 50-65.

Kao, G., Wang, S., & Farquhar, J. (2020). Modeling Airline Crisis Management Capability: Brand attitude, brand credibility and intention. Journal of Air Transport Management, 89, 101894.

Kim, E., Ratneshwar, S., Roesler, E., & Chowdhury, T. (2016). Attention to social comparison information and brand avoidance behaviors. Marketing Letters, 27, 259-271.

Konhäusner, P., Shang, B., & Dabija, D. (2021). Application of the 4Es in Online Crowdfunding Platforms: A Comparative Perspective of Germany and China. Journal of Risk and Financial Management, 14(2), 49.

Liu, K., Hu, C., Lin, M., Tsai, T., & Xiao, Q. (2020). Brand knowledge and non-financial brand performance in the green restaurants: Mediating effect of brand attitude. International Journal of Hospitality Management, 89, 102566.

Loo, R., & Thorpe, K. (2000). Confirmatory factor analyses of the full and short versions of the Marlowe-Crowne Social Desirability Scale. The Journal of Social Psychology, 140(5), 628-635.

Loureiro, S. (2017). Exploring the attractiveness of manufacturer brands and retailer own-brands in supermarket context. International Journal of Retail & Distribution Management, 45(10), 1095-1113.

Mahmoud, T., Ibrahim, S., Ali, A., & Bleady, A. (2017). The Influence of Green Marketing Mix on Purchase Intention: The Mediation Role of Environmental Knowledge. International Journal of Scientific & Engineering Research, 8(9), 1040-1048.

MarketingOops. (2016). 4Ps to 4Es. Retrieved from www.marketingoops.com/exclusive/insider-exclusive/4es/.

Medina-Molina, C., Rey-Moreno, M., & Periáñez-Cristóbal, R. (2021). Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention. Journal of Business Research, 122, 304-310.

Meilhan, D. (2019). Customer Value Co-Creation Behavior in the Online Platform Economy. Journal of Self-Governance and Management Economics, 7(1), 19-24.

Mocyc.com. (2021). My Honda Moto. Retrieved from www.mocyc.com/news/5681/แนะนำวิธีใช้MyHondaMotoแค่มีแอพฯนี้ก็สะดวกสบาย.

Noni, I., Orsi, L., & Zanderighi, L. (2014). Attributes of Milan influencing city brand attractiveness. Journal of Destination Marketing & Management, 3(4), 218-226.

Park, H., Jeon, J., & Sullivan, P. (2015). How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention?. The International Review of Retail, Distribution and Consumer Research, 25(1), 87-104.

Ray, A., Bala, P., & Rana, N. (2021). Exploring the drivers of customers’ brand attitudes of online travel agency services: A text-mining based approach. Journal of Business Research, 128, 391-404.

Ridge, B. (2023). Understanding the Digital Marketing Mix: A Comprehensive Guide. Retrieved from www.mediummultimedia.com/en/marketing-usa/what-is-digital-marketing-mix/.

Samarkjarn, J., & Pechinthorn, K. (2022). Customer Satisfaction, Company Image, Brand Equity and Repurchase Intention: A Case Study of Starbucks Coffee Corporation in Bangkok Business District during the Impact of Covid-19. Asian Administration and Management Review, 5(1), 72-84.

Shin, D. (2015). Effect of the customer experience on satisfaction with smartphones: Assessing smart satisfaction index with partial least squares. Telecommunications Policy, 39(8), 627-641.

Thai Honda. (2023). Honda motorcycles are number 1 in Thailand for 34 years in a row. Retrieved from www.thaihonda.co.th/honda/news/product/20230127/overall-motorcycle-market-all-year-2022.

Thai Honda Manufacturing Co., Ltd. (2023). Thai Honda Motorcycle’s Dealer Annual Policies Announcement 2023. Thai Honda Motorcycle Dealer Meeting 2023. Royal Paragon Hall Bangkok.

Tunpornchai, W., Thamma, N., & Sirikajohndechsakun, S. (2021). M Micro Influencer Strategy in the men's cosmetics industry on Thailand’s Facebook and brand fit an effect on intention to buy. Asian Administration and Management Review, 4(1), 1-8.

Wang, X., Cao, Y., & Park, C. (2019). The relationships among community experience, community commitment, brand attitude, and purchase intention in social media. International Journal of Information Management, 49, 475-488.

Wang, S., Kao, G., & Ngamsiriudom, W. (2017). Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10-17.




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