Thai Consumers’ Behavior on Online Marketing Communications of Mazda Brand

Main Article Content

Pananya Jira-alongkorn
รองศาสตราจารย์ ดร.สราวุธ อนันตชาติ
Suthiluck Vungsuntitum

Abstract

The objective of this research was to study Thai consumers’ behavior on online marketing communications of Mazda brand. Two hundred and thirty-seven Mazda’s current and potential customers aged between 25 to 45 years old residing in Thailand, who had been exposed to Mazda’s online marketing communications in the past six months, were asked to complete the survey. The research findings in the cognitive part reveal that Mazda’s online platforms, especially Facebook, is becoming increasingly important among its customers. The majority of the samples use Mazda’s online media as the source of information on the brand and feel that these online platforms help increase their purchase intention and enhance Mazda’s brand image. The results in the affective part show that most of the samples agreed that they had strong associations with the Mazda brand, as a significant portion of the respondents were able remember Mazda’s logo and felt that Mazda has a favorable image and a strong personality. Furthermore, overall, the samples felt positively about Mazda’s online communications; hence, they felt positively with the Mazda brand itself. For the conative part, the outcomes show that the samples’ purchase intention to buy a Mazda car is not very high. However, the results further reveal that Mazda’s potential customers are more likely to purchase a Mazda car than the brand’s current customer. In conclusion, all cognitive, affective, and conative parts are significantly related to each other.

Article Details

Section
Articles

References

Aaker, D. (2014). Aaker on branding: 20 principles that drive success. New York, NY: Morgan James.

Achenbaum, A. A. (1993). The mismanagement of brand equity. Journal of Advertising Research, 16, 19-24.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Journal, 5(2), 179–211.

Ambler, T. (2004). A long perspective of marketing. Retrieved September 9, 2018, from http://www.ebfonline.com/mainfeat/indepth.asp?id=548

Anilkumar, N., & Joseph, J. (2012). An insight to modern consumer attitude – A study with specific reference to consumer durables at Kochi metro. Journal of the Asian School of Business Management, 5(11), 1-12.

Assael, H. (2004). Consumer behavior: A strategic approach. Boston, MA: Houghton Mifflin.

Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspective (6th ed.). Boston, MA: McGraw-Hill.

Bhardwaj, D. (2007). Relationship marketing in context to the IT industry. The Journal of Business Perspective, 11(2), 57–66.

Bhayani, S., & Vachhani, N. V. (2014). Internet marketing vs traditional marketing: A comparative analysis. FIIB Business Review, 3(3), 53-63.

Bruner, G. C. (1983). Problem recognition in the homeostasis process of consumer decision making: Its definition, measurement and use (Unpublished doctoral dissertation). North Texas State University, Denton, TX., United States of America.

Cengiz, E. & Yayla H. E. (2007). The effect of marketing mix on positive word of mouth communication: Evidence from accounting offices in Turkey. Journal of Innovative Marketing, 3(4), 74–86.

Fuciu, M., & Dumitrescu, L. (n.d.). Using online social networking sites for doing business – A marketing research (Unpublished doctoral dissertation). University of Sibiu, Sibiu, Romania.

Hamill, J., Tagg, S., Stevenson, A., & Vescovi, T. (2010). Editorial: Special edition – ‘New developments in online marketing.’ Journal of Marketing Management, 26(3-4), 181-186.

Hawkins, D., Mothersbaugh, D., & Mookerjee, A. (2010). Consumer behavior: Building marketing strategy (11th ed.). Mumbai, India: Tata McGraw Hill Irwin.

Houston. M. J., & Rothschild. M. L. (1978). Conceptual and methodological perspectives on involvement. In S. C. Jain (Ed.), Educators' Proceedings (pp. 184-187). Chicago, IL: American Marketing Association.

Hoyer, W. D., Pieters, R., & MacInnis, D. J. (2013). Consumer behavior (6th ed.). Mason, OH: South-Western Cengage Learning.

Hutter, K., Hautz, J., Dennhardt, S., & Fuller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5/6), 342-351.

Jansson-Boyd, C. V. (2010). Consumer psychology. Berkshire, England: McGraw-Hill Education.

Khare, A., & Rakesh, S. (2010). Predictors of fashion clothing involvement among Indian youth. Journal of Targeting, Measurement, and Analysis for Marketing, 18(3/4), 209-220.

Kavak, B., Kazanci, S., Sahin, E. T., & Tuncel, N. (2015). A literature review on “brand” in between 2010 – 2015. International Journal of Trade, Economics and Finance, 6(6), 303-307.

Keefe, L. M. (2004). What is the meaning of marketing? American marketing association. Retrieved September 8, 2018, http://archive.ama.org/archive/ResourceLibrary/ MarketingNews/Pages/2004/38/15/14348536.aspx

Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Upper Saddle River, NJ: Prentice Hall.

Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155.

Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Essex, UK: Pearson Education.

Kemp, S. (2018). Digital in 2018: World’s Internet users pass the 4 billion mark. Retrieved September 15, 2018, from https://wearesocial.com/blog/2018/01/global-digital-report-2018

Kimiloglu, H. (2004). The “E-Literature:” A framework for understanding the accumulated knowledge about Internet marketing. Academy of Marketing Review, 2004(6), 1-36.

Klein, L. R., & Ford, G. T. (2003). Consumer search for information in the digital age: An empirical study of prepurchase search for automobiles. Journal of Interactive Marketing, 17(3), 29-38.

Kotler, P., & Armstrong, G. (2011). Principles of marketing (14th ed.). Upper Saddle River, NJ: Prentice Hall.

Kotler, P., & Keller, K. L. (2011). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall.

Lee, S. H., & Bai, B. (2014). Hotel discount strategies on consumer responses: The role of involvement. Tourism Review, 69(4), 284-296.

Luna-Nevarez, C., & Torres, I. M. (2015). Consumer attitudes toward social network advertising. Journal of Current Issues and Research in Advertising, 36(1), 1-19.

Lutz, R. J. (1991). The role of attitude theory in marketing. In H. H. Kassarjian, & T. S. Robertson (Eds.), Perspectives in consumer behavior (4th ed., pp. 317-339). Englewood Cliffs, NJ: Prentice Hall.

Matthews, D. R., Son, J., & Watchravesringkan, K. (2014). An exploration of brand equity antecedents concerning brand loyalty: A cognitive, affective, and conative perspective. Journal of Business and Retail Management Research, 9(1), 26-39.

McCarthy, E. J. (1964). Basic marketing: A managerial approach. Homewood, IL: Richard D. Irwin.

Minowa, Y., & Witkowski, T. (2009). State promotion of consumerism in Safavid Iran: Shah abbas I and royal silk textiles. Journal of Historical Research in Marketing, 1(2), 295-317.

Mohammed, D. (2010). Ecommerce: Ongoing challenges. Journal of Internet Banking and Commerce, 15(2), 1-4.

Moore, K., & Reid, S. (2008). The birth of brand: 4000 years of branding. Journal of Business History, 50(4), 419-432.

Morozan, C., & Ciacu, N. (2012). Aspects of online and mobile marketing. Economy Transdisciplinarity Cognition, 15(2), 191-199.

Online Marketing (2011). Tourism business essential. British Colombia Canada. Retrieved September 20, 2018, from http://smallbusinessbc.ca/wp-content/uploads/ resource_files/OnlineMarketingGuideOct2011.pdf

Paul, P. (1996). Marketing on the Internet. Journal of Consumer Marketing, 13(4), 27-39.

Pawar, A. V., (2014). Study of the effectiveness of online marketing on integrated marketing communication (Unpublished master’s thesis). D.Y. Patil University, Navi Mumbai, India.

Rea, B., Wang, Y. F., & Stoner, F. (2014). When a brand caught fire: The role of brand equity in product-harm crisis. Journal of Product and Brand Management, 23(7), 532-542.

Richins, M. L., & Bloch, P. H. (1986). After the new wears off: The temporal context of product involvement. Journal of Consumer Research, 13, 280-285.

Rizwan, M., Qayyum, M., Qadeer, W., & Javed, M. (2014). The impact on branded product on consumer purchase intentions. Journal of Public Administration and Governance, 4(3), 57-74.

Romană, B. P. (2011). Analysis of consumer behavior for different product groups. Journal of Management & Marketing Challenges for the Knowledge Society, 6, 101-114.

Rose, S., & Samouel, P. (2009). Internal psychological versus external market-driven determinants of the amount of consumer information search amongst online shopper. Journal of Marketing Management, 25(1/2), 171-190.

Rossiter, J. R., & Percy, L. (1987). Advertising and promotion management. New York, NY: McGraw-Hill.

Sadek, H., Elwy, S., & Eldallal, M. (2018). The impact of social media brand communication on consumer-based brand equity dimensions through Facebook in fast moving consumer goods: The case of Egypt. Journal of Business and Retail Management Research, 12(2), 107-120.

Saleiyakanont, P. (2018). Auto brands to adapt to the online age: Responding to digital behavior. Retrieved October 3, 2018, from https://www.posttoday.com/auto/561946

Saulnier, R. (n.d.). Advantages and disadvantages of Internet marketing. Retrieved September 19, 2018, from http://rebeccasaulnier.com/advantages-disadvantages-internet-marketing/

Schibrowsky, J. A., Peltier, J. W., & Nill, A. (2007). Commentary: The state of internet marketing research. European Journal of Marketing, 41(7/8), 722-733.

Schibrowsky, J.A., Peltier, J.W., & Nill, A. (2013). A review of internet marketing research over the past 20 years and future research direction. European Journal of Marketing, 7(3), 166-181.

Sharma, S., & Singh, R. (2004). Advertising planning and implementation. New Delhi, India: Himalaya Publishing House.

Solomon, M. R. (2018). Consumer behavior: Buying, having, and being (12th ed.). Essex, UK: Pearson Education.

Talpau, A. (2014). Social media – A new way of communication. Bulletin of the Transilvania University of Brasov, 7(56), 45-52.

Wang, X., & Abdullayeva, G. (2011). The relationship between use of social media and customer relationship from e-commerce model perspective (Unpublished master's thesis). Lund University, Lund, Sweden.

Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3). 341-352.