The Effect of Corporate Brand Personality on Brand Equity of Pasteurized Milk Products
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Abstract
Successful corporate brand management could help create strong product brand awareness. The objectives of this research were to study corporate brand personality of organization A.Besides, brand equity of pasteurized milk products under organization A was measured to check
effect of corporate brand personality of organization A on brand equity of pasteurized milk under organization A. Quantitative research consisting of 400 samples were employed via online survey by using convenience sampling method. The results showed that organization A had the most distinct corporate brand personality from feeling and thoughts factors with corporate identity of sincerity
and excitement. Additionally, overall brand equity of pasteurized milk products was in the highest level. From hypothesis testing, overall brand equity of pasteurized milk products was positively affected by corporate brand personality of organization A, especially from the feeling and action factors. It was recommended that organization A should enhance brand equity of pasteurized milk
products by building corporate image to help raw milk farmers and people in the society to have good quality of fresh and good taste pasteurized milk products.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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