The Role of Sustainable Marketing Activities Affecting Consumers Brand Engagement among Eco-car Consumers in Bangkok

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Published: Mar 11, 2023
Keywords:
Sustainable marketing activities Brand image Consumer brand engagement Consumer brand advocacy

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Decha Phalalert
College of Innovation Management, Rajamangala University of Technology Rattanakosin
Tatree Jantarakolica
Faculty of Economics, Thammasat University
Korbkul Jantarakolica
College of Innovation Management, Rajamangala University of Technology Rattanakosin
Pard Teekasap
College of Innovation Management, Rajamangala University of Technology Rattanakosin
Supawat Sukhaparamate
College of Innovation Management, Rajamangala University of Technology Rattanakosin
Kessara Kanchanapoom
Faculty of Management Science, Silpakorn University

Abstract

The goals of this study are to 1) study the influence of sustainable marketing activities on brand image and 2) study the influence of factors affecting consumer brand engagement and brand advocacy. The concepts of sustainable marketing activity, brand image, consumer satisfaction, consumer trust, consumer brand engagement, and consumer brand advocacy are applied in this research. 650 participants were collected by using a stratified sampling method. Results from the structural equation modeling revealed that four perceived sustainable marketing activities (economic, social, environmental, and cultural) have a significant positive influence on the brand image. Brand image and consumer trust have a significant impact on consumer brand commitment. In addition, consumer satisfaction and consumer brand engagement have a significant positive influence on consumer brand advocacy.

Article Details

Issue
Vol. 15 No. 1 (2023): January - June 2023
Section
Research Articles
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