Factors Affecting Knowledge Management in the Corporate Brand Building Processes

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Jintana Tongsungnoen
Kulthida Tuamsuk


This paper aims to present a research study on factors affecting knowledge management in the corporate brand building process. The study was done with 78 companies registered in the Stock Exchange of Thailand (SET) and ranked as the top ten companies with the highest brand values in 2017 in each of eight industrial groups including (1) Agricultural and food industry, (2) Real estate, (3) Finance (4) Consumer goods, (5) Resources, (6) Technology, (7) Industrial, and (8) Services. The quantitative research questionnaire was sent to brand managers and staff in the companies; 85 out of 180 questionnaires were returned. The data were statistically analyzed by using percentage, mean, standard deviation, confirmatory factor analysis, and regression analysis. The results found that the factors that impact knowledge management in the process of corporate brand building are: (1) Organizational factors (leadership strategies and culture), (2) Personnel factors (teamwork, training, participation, and learning culture), and (3) Infrastructure factors (information and communication technology, environment for learning support, and times and opportunities for knowledge sharing).
Results from the confirmatory factor analysis showed that factors affecting knowledge management in the corporate brand building process were organization, personnel and infrastructure with values from the Kaiser-Meyer-Olkin Measure of Sampling Adequacy (KMO) at .835, .795 and .734 respectively. Factor loading values for organizational and human factors were at 0.934 and infrastructure was at 0.893. The values for component variables ranged from 0.880-0.947.
Simple regression analysis showed that factors affecting knowledge management in the corporate brand building process had Regression coefficient values of = .805, R2 = .647. Multiple regression analysis indicated that the organization factor had a positive effect on knowledge management in the corporate brand building process with a statistical significance at the .05 level. The reverse was true for personnel and infrastructure, with no statistical significance at the.05 level. The organization factor had a regression coefficient value at .598, the personnel factor at .110 and the infrastructure factor at .163 with R2 = .676.


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