การสื่อสารการตลาดเพื่อการส่งเสริมแบรนด์ Chinese Time-Honored Brands

Yuanyuan Li; Chamroen Khangkhasri; Puripat Kaewtathanawattan

Authors

Yuanyuan Li Faculty of Communication Arts, Rambhai Barni Rajabhat University
Chamroen Khangkhasri Faculty of Communication Arts, Rambhai Barni Rajabhat University
Puripat Kaewtathanawattan Faculty of Communication Arts, Rambhai Barni Rajabhat University

Keywords:

Chinese Time-Honored Brands, Marketing Communications, Marketing Innovation, Consumer Behavior, Brand Loyalty

Abstract

The objectives of this research were to study the current state of marketing communication for promoting Chinese Time-Honored brands, consumer attitudes toward these brands, and marketing communication approaches for brand promotion in a contemporary social context. The study employed a mixed-methods approach. For a qualitative method, data were collected from 12 brand managers and marketers via in-depth interviews. And for a quantitative method, data were gathered from 400 consumers using questionnaires and analyzed by descriptive statistics and relational analysis. The research findings revealed that (1) at the current state, brands have been adapted through four strategies: product innovation development and cross-industry collaboration, communicating brand value through cultural storytelling, building consumer relationships via two-way interaction and systematic data management, (2) consumer Attitudes, Structural Equation Modeling (SEM) analysis confirmed that marketing innovation directly causes positive effect on both brand promotion efficiency (β=0.593) and consumer perception (β=0.468). Furthermore, brand loyalty functions as the mediating variable with the highest influence (β=0.564) on the success of marketing strategies, and (3) The marketing communication approaches consist of four dimensions: design innovation, cultural storytelling, relationship building and data management. The study concludes that building brand loyalty should be the primary objective in promoting Chinese Time-Honored Brands.

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