Brand Image and Brand Equity of the Hokkaido Export Brand Affects the Decision to Purchase Products from the Hokkaido Region in Thailand
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Abstract
The objective of this study was to study the brand image and brand equity affecting the decision to purchase imported goods from the Hokkaido region in Thailand. Data were collected using a convenient random sampling method by distributing questionnaires in paper and online to 400 Thai consumers who buy imported products from the Hokkaido region. The statistics used for data analysis were frequency, mean, standard deviation, percentage, and multiple regression analysis.
The research results revealed that the brand equity in terms of perceived quality, and brand awareness and the brand image in terms of culture, attributes, and benefits affected purchasing decisions with a 57.0 percent predictive power with a statistically significant level of 0.01. On the other hands, the brand image in terms of value and personality and brand value in relation to the brand and the trademark aspect did not affect the purchase decision. Therefore, the Hokkaido Government Representative Office and the Hokkaido International Trade and Industry Promotion Association or related agencies should specify the strategies to increase consumer awareness, such as presenting the origins of products from various prefectures in the Hokkaido region for acquiring the Hokkaido export brand and also specify strategies to promote the Hokkaido export brand to make Thai consumers more familiar with the Hokkaido export brand for increasing circulation of imported products from the Hokkaido region in Thailand.
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