The Influence of Brand Personality Dimensions on Brand Identification and Word-of-Mouth: The Case Study of a University Brand in Thailand

Abstract Brand personality refers to personality traits associated with a brand. The results of the study conducted in Thailand, where academic research in this area is scant, reveal that, for a university brand, brand personality dimensions of sincerity and competence have more influence on brand identification and word-of-mouth than the dimensions of excitement and sophistication. In addition, brand identification appears to mediate the influence of these two dimensions of brand personality on word-of-mouth. Implications and future study directions conclude the study report

The Influence of Brand Personality Dimensions on Brand Identification and Word-of-Mouth: The Case Study of a University Brand in Thailand

Abstract Brand personality refers to personality traits associated with a brand. The results of the study conducted in Thailand, where academic research in this area is scant, reveal that, for a university brand, brand personality dimensions of sincerity and competence have more influence on brand identification and word-of-mouth than the dimensions of excitement and sophistication. In addition, brand identification appears to mediate the influence of these two dimensions of brand personality on word-of-mouth. Implications and future study directions conclude the study report

The Influences of Marketplace Knowledge, General Product Class Knowledge, and Knowledge in Meat Product with Traceability on Trust in Meat Traceability

Since the outbreak of mad cow disease and bird flu, consumers have become more concerned with meat quality and safety. As a result, meat traceability is adopted as one approach to handle consumers' concern in this issue. Nevertheless, in Thailand, meat traceability is rarely used as a marketing tool to persuade consumers. As a consequence, the present study attempts to understand consumer trust in the meat traceability system by conducting a study in this country to examine the impact of three types of consumer knowledge on this trust. The study results reveal that out of three types of consumer knowledge, marketplace knowledge was the sole predictor of consumer trust in meat traceability and it has a positive influence. General product class knowledge and knowledge in meat products with traceability, however, did not significantly influence consumer trust. The research results provide several implications and directions for future study

GENERATION XYZ’s BRAND ATTITUDE AND PURCHASE INTENTION IN RESPONSE TO INTERNATIONAL FASHION BRANDS: UDONTHANI, THAILAND: Received: 6th March 2023; Revised: 9th May 2023, 20th June 2023; Accepted: 23rd June 2023

The purpose of this study is to compare generation X, Y, and Z (Gen XYZ) in relation to their brand attitude and purchase intention toward international fashion brands and also to use independent and interdependent self-construal to investigate the influence of cultural differentiation on brand attitude and purchase intention in response to international fashion brands. An online survey was carried out with quota sampling and 400 valid surveys were collected in Udonthani. The results reveal that generations (X vs Y vs Z) have an insignificant influence on brand attitude in response to international fashion brands in that generations X vs Y and X vs Z are different in terms of purchase intention while generation Y vs Z are not. Self-construal (independent and interdependent) also has significant influence on brand attitude and purchase intention. As a consequence, marketers and retailers of international fashion brands should pay attention to Gen XYZ consumers and those with different self-construal as they are unique in terms of international fashion brand consumption