Effective Increase Value Added Creation of Mudmee Silk for Improve Brand Value of Community Enterprise in Chonnabot District, Khon Kaen
Article Sidebar
Published:
Apr 9, 2020
Keywords:
Increase value added creation, Brand awareness, Brand identity creation
Main Article Content
Abstract
The objective of this research was to study guidelines effective increasing value added creation of Mudmee Silk for improving brand value of Community Enterprise in Chonnabot District, Khon Kaen. Researcher used quantitative research. The samples were used in this study were buyers of Mudmee Silk products. Simple random sampling 323 samples. The statistics used in the research were Factor Analysis and Pearson's Correlation Coefficient. The research found that guidelines effective increase value added creation of Mudmee Silk for improving brand value It was divided into 5 groups called “B-R-A-N-D” 1. Brand Equity (B) 2. Create Recognize (R) 3. Add Value (A) 4. New product innovation (N) and 5. Distribution (D) which allows buyers to buy Mudmee Silk.
Article Details
How to Cite
Wirakul, W. . ., Watakit, U. . ., & Khemkhan, J. . . (2020). Effective Increase Value Added Creation of Mudmee Silk for Improve Brand Value of Community Enterprise in Chonnabot District, Khon Kaen. Dusit Thani College Journal, 12(3), 532–547. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/240987
Section
Research Article
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
1. Aaker, David. (1991). Managing Brand Equity: Capitalization the Value of a Brand Name. New York: Free Press.
2. Chaiwong, Khomsun. (2013). Design strategy for improve Brand Loyalty Apple Inc.. Retrieved from http://mediaartsdesign.org/project_detail.php?project_id=237.
3. Chanpibun, Pichet. (2010). Model and strategy of fashion design of woven products in business case study of Doi Tung by Mae Fahh Laung. Unpublished master’s thesis, Sipakorn University, Bangkok, Thailand.
4. Howkins, John. (2002). The creative economy: how people make money from ideas. 2nded. UK: Penguin.
5. Inokuchi, Hiromi. (2009). Corporate Strategy and Design Management. The Program on Design Management for Thailand. AOTS.
6. Jitticharoen, Ajit. (2010). Strategic Design Management for Success in New Business. Journal of Business Administration Thammasat University, 33(128), 7-13.
7. Neumann, Laura Diann. (1993). STRATEGIC MARKETING OF HIGH PRICE, HIGH QUALITY, FASHION PRODUCTS: A DUPONT CASE STUDY. Dissertation submitted to The Doctor of Philosophy The Graduate School University of Missouri-Columbia.
8. Office of the National Economic and Social Development Board and Thailand Creative & Design Centre. (2009). The Creative Economy. Bangkok: BC Place(Bun Chin) Co.,Ltd..
9. Pennington, Julie R.. (2009). CUSTOMER BRANDING. Dissertation submitted to The Doctor of Philosophy Faculty of The Graduate College at the University of Nebraska.
10. Phakdeesuwan, Saranya. (2010). Pattern Design for Mudmee Silk Fabrics of Maha Sarakham Province in Contemporary Culture Context. Chophayom Journal of Rajabhat Maha Sarakham University, 21, 17-35.
11. Pornprietch, Charoenchai. (2009). Corporate Strategies for Growth in the Silk Industries of the Northeastern Region of Thailand. Unpublished doctoral dissertation, Ramkhamhaeng University, Bangkok, Thailand.
12. Promsen, Tassanawalai. (2004). Developing Marketing Strategies for One Tambon One Product of Praewa Silk Producing Communities in Kalasin Province. Unpublished master’s thesis, Mahasarakarm University, Mahasarakarm, Thailand.
13. Serirat, Siriwan, et al. (2009). Marketing management. Bangkok: Diamond In Business World.
14. Shiffman, Leon G. & Kanuk, Leslie Lazar. (1994). Consumer Behavior. 5thed. New Jersey: Prentice-Hall.
15. Sincharu, Thanin. (2014). Statistical Research and Analysis with SPSS and AMOS. Bangkok: S.R. Printing Mass Products Co., Ltd.
16. Sirikudta, Supada. (2014). Guidelines in Value Added Creation for Destination and Tourism Products In Singburi Province, Thailand. Journal of Social Sciences Srinakharinwirot University, 17, 215-230.
17. Sisaket Rajabhat University. (2011). Study for Brand Identity and Branding Silk Lower North-Eastern Provincial Cluster (Nakorn Chai Burin). Report. Sisaket Rajabhat University.
18. Sriyawong, Jutarat. (2003). The development of Silk market in Chonnabot District, Khon Kaen. Unpublished master’s thesis, Mahasarakarm University, Mahasarakarm, Thailand.
19. Suan Sunandha Rajabhat University. (2016). Product Design. Retrieved from www.teacher.ssru.ac.th/.
20. Taran, Zinaida. (2001). COMPETITIVE ASPECTS OF BRAND VALUE FOR PASSENGER CARS: THE INVERSE DEMAND MODEL ANALYSIS. Dissertation submitted to the Graduate School-Newark Rutgers, the State University of New Jersey.
21. The Community Development Department. (2016). The way and rule OTOP Product Champion: OPC in 2016. Bangkok: Ministry of Interior.
22. The Queen Sirikit Department of Sericulture. (2012). Wisdom if Isan Indigenous Thai Silk Yarn . Bangkok: Thailand Ministry of Agriculture and Cooperatives.
23. Tolba, Ahmed H.. (2006). Integrating Customer-Based Brand Equity with Brand Market Performance: An Empirical Investigation of the U.S. Automotive Industry. Dissertation The Degree of Doctor of Philosophy Department of Marketing
2. Chaiwong, Khomsun. (2013). Design strategy for improve Brand Loyalty Apple Inc.. Retrieved from http://mediaartsdesign.org/project_detail.php?project_id=237.
3. Chanpibun, Pichet. (2010). Model and strategy of fashion design of woven products in business case study of Doi Tung by Mae Fahh Laung. Unpublished master’s thesis, Sipakorn University, Bangkok, Thailand.
4. Howkins, John. (2002). The creative economy: how people make money from ideas. 2nded. UK: Penguin.
5. Inokuchi, Hiromi. (2009). Corporate Strategy and Design Management. The Program on Design Management for Thailand. AOTS.
6. Jitticharoen, Ajit. (2010). Strategic Design Management for Success in New Business. Journal of Business Administration Thammasat University, 33(128), 7-13.
7. Neumann, Laura Diann. (1993). STRATEGIC MARKETING OF HIGH PRICE, HIGH QUALITY, FASHION PRODUCTS: A DUPONT CASE STUDY. Dissertation submitted to The Doctor of Philosophy The Graduate School University of Missouri-Columbia.
8. Office of the National Economic and Social Development Board and Thailand Creative & Design Centre. (2009). The Creative Economy. Bangkok: BC Place(Bun Chin) Co.,Ltd..
9. Pennington, Julie R.. (2009). CUSTOMER BRANDING. Dissertation submitted to The Doctor of Philosophy Faculty of The Graduate College at the University of Nebraska.
10. Phakdeesuwan, Saranya. (2010). Pattern Design for Mudmee Silk Fabrics of Maha Sarakham Province in Contemporary Culture Context. Chophayom Journal of Rajabhat Maha Sarakham University, 21, 17-35.
11. Pornprietch, Charoenchai. (2009). Corporate Strategies for Growth in the Silk Industries of the Northeastern Region of Thailand. Unpublished doctoral dissertation, Ramkhamhaeng University, Bangkok, Thailand.
12. Promsen, Tassanawalai. (2004). Developing Marketing Strategies for One Tambon One Product of Praewa Silk Producing Communities in Kalasin Province. Unpublished master’s thesis, Mahasarakarm University, Mahasarakarm, Thailand.
13. Serirat, Siriwan, et al. (2009). Marketing management. Bangkok: Diamond In Business World.
14. Shiffman, Leon G. & Kanuk, Leslie Lazar. (1994). Consumer Behavior. 5thed. New Jersey: Prentice-Hall.
15. Sincharu, Thanin. (2014). Statistical Research and Analysis with SPSS and AMOS. Bangkok: S.R. Printing Mass Products Co., Ltd.
16. Sirikudta, Supada. (2014). Guidelines in Value Added Creation for Destination and Tourism Products In Singburi Province, Thailand. Journal of Social Sciences Srinakharinwirot University, 17, 215-230.
17. Sisaket Rajabhat University. (2011). Study for Brand Identity and Branding Silk Lower North-Eastern Provincial Cluster (Nakorn Chai Burin). Report. Sisaket Rajabhat University.
18. Sriyawong, Jutarat. (2003). The development of Silk market in Chonnabot District, Khon Kaen. Unpublished master’s thesis, Mahasarakarm University, Mahasarakarm, Thailand.
19. Suan Sunandha Rajabhat University. (2016). Product Design. Retrieved from www.teacher.ssru.ac.th/.
20. Taran, Zinaida. (2001). COMPETITIVE ASPECTS OF BRAND VALUE FOR PASSENGER CARS: THE INVERSE DEMAND MODEL ANALYSIS. Dissertation submitted to the Graduate School-Newark Rutgers, the State University of New Jersey.
21. The Community Development Department. (2016). The way and rule OTOP Product Champion: OPC in 2016. Bangkok: Ministry of Interior.
22. The Queen Sirikit Department of Sericulture. (2012). Wisdom if Isan Indigenous Thai Silk Yarn . Bangkok: Thailand Ministry of Agriculture and Cooperatives.
23. Tolba, Ahmed H.. (2006). Integrating Customer-Based Brand Equity with Brand Market Performance: An Empirical Investigation of the U.S. Automotive Industry. Dissertation The Degree of Doctor of Philosophy Department of Marketing