Toward a Process Model of Consumer Brand Evaluation and Promotion: Drivers of Word of Mouth for Thai Small and Medium Enterprises

• In Event: Advertising and Branding

Abstract

The study examined how brand visibility moderates the process of brand evaluation and promotion for Thai SME (Small and Medium Enterprise) customers. The proposed model consisted of three main parts: brand knowledge (awareness and image), brand relationship quality (satisfaction, trust, and commitment), and consumer response factors (brand preference, brand loyalty, and word of mouth). In a within-subjects design, participants (N = 400) responded to two brands of dessert cafes that differed in brand visibility. Preliminary analysis indicated that the high visibility brand was substantially higher across all evaluative dimensions so separate causal models were constructed for the two brands. Path analyses showed strong support for the proposed model with brand image, brand preference, brand loyalty, and brand commitment all driving word of mouth. Implications of the findings for effective branding strategies in the SME sector are suggested for academics, Thai SME owners, and marketing communication practitioners.

Authors

• Nitcha Chokpitakkul, Chulalongkorn U

• Mark Allen Hamilton, U of Connecticut