THE RELATIONSHIP BETWEEN CUSTOMER’S MEDIA EXPOSURE, BRAND PERCEPTION AND PURCHASE INTENTION

Abstract

The goal of this research is to investigate the effects of marketing communications on brand perception and purchase intention. It also further investigates whether there is a correlation between marketing communications and brand perception and a correlation between brand perception and purchase intention. For this study, a quantitative research method was employed through an online self-administrated questionnaire. Collected data came from 200 Thai male and female samples between the age of 25-44, who already have Grab application on their devices and have used GrabCar service in the past.

Results from the study reveal that there is a positive relationship between marketing communications and brand perception. This implies that consumers are more likely to form a positive perception on a brand based on its marketing communications. Additionally, the results indicate a positive relationship between brand perception and purchase intention. This implies that consumers are more inclined to make a purchase if they like the brands. Brands can easily achieve positive perceptions from customers by offering attractive deals and promotions. Other findings show that participants checked their Facebook and Line accounts on personal mobile devices multiple times a day. Interestingly, when it comes to the news and updates about Grab, participants could recall receiving them via Facebook, in-app message center, and mobile push notification. Results suggest that companies should invest more effort and activities in mobile marketing in order to gain more brand awareness from the customers.