A COMPARATIVE ANALYSIS OF DIGITAL MARKETING STRATEGIES AND BRAND SUCCESS: THE CASE OF LEADING THAI UNDER-300CC MOTORBIKE BRANDS
DOI:
https://doi.org/10.14456/aamr.2025.22Keywords:
Digital Marketing Strategies, 4Es Framework, Brand Attitude, Purchase Intention, Thai Motorbike MarketAbstract
This research employs a comparative analysis to uncover the success factors driving the digital marketing strategies of Thailand's three leading under-300cc motorbike brands: Honda, Yamaha, and Vespa. Utilizing a structural equation model (SEM) and a sample of 930 customers who use online information for purchasing decisions, the study investigates the influence of the 4Es digital marketing framework (Experience, Exchange, Everyplace, Evangelism) and two brand strategy factors (Brand Distinctiveness and Brand Attractiveness) on purchase intention, mediated by brand attitude. Results reveal similarities and differences in the effectiveness of these strategies across the three brands. Honda's success is primarily attributed to exchange and evangelism, while Yamaha emphasizes experience and brand distinctiveness. Vespa's strength lies in a balanced approach across the 4Es, augmented by Brand Attractiveness. These findings provide valuable insights into crafting effective digital marketing strategies within the competitive Thai motorbike market, highlighting the nuanced interplay between digital marketing tactics and overall brand strategy.
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