The Effects of Advertising and Sales Promotion on Brand Awareness for a Food Product Brand in Wholesale Shops, Bangkok and Metropolitan Areas

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THE EFFECTS OF ADVERTISING AND SALES PROMOTION ON BRAND AWARENESS FOR A FOOD PRODUCT BRAND IN WHOLESALE SHOPS, BANGKOK AND METROPOLITAN AREAS

Chamaiporn Daosue* and Sawat Wanarat**

Abstract

Marketing communication tools may provide the means for developing strong customer based brand equity. Among marketing communication tools, advertising and sales promotions have always played a pivotal role. Prior research suggested that consumer search behavior is likely to be different across product categories. Hence, this paper examined the effect of perceived advertising spend and price promotions on brand equity across experience goods and services. The objectives of the study are to verify the relationship between the IMC (Advertising and Sales Promotion) and brand awareness, and to investigate how the IMC (Advertising and Sales Promotion) influences brand awareness regarding food products in wholesale shops, using questionnaires containing closed questions, and a sample of 500 regular customers of the wholesale shops. The validity and reliability of the questionnaire was preliminarily tested using a sample of 50 customers. Research was based on a five point Likert- type scale with an empirical study analysis using a Confirmatory Factor Analysis. The findings revealed that brand awareness was affected by two key factors, with the greatest affect being from advertising and sales promotion. The research model was considered an acceptable fit with the Goodness-of-Fit indices / = 2.553, GFI = 0.939, RFI = 0.935, IFI = 0.970, TLI = 0.960, CFI = 0.9629 and RMSA = 0.056. 𝑥𝑥 𝑑𝑑𝑑𝑑 Keywords: Brand Awareness, Advertising and Sale Promotion

*Ms. Chamaiporn Daosue obtains a Master’s degree in Development Communication from Kasetsart University, Thailand. Currently, she is working as Senior Export Marketing Manager in Betagro Group, Bangkok, Thailand. She is a Ph.D. candidate in the Department of Business Administration, Kasetsart University, Thailand. **Dr. Sawat Wanarat is senior lecturer in the Department of Operations Management, Faculty of Business Administration, Kasetsart University, Thailand. He holds a Doctor of Business Administration from Southern Cross University, Australia. He has published in both international and national journals such as International Journal of Innovation Management, Journal of Information and Knowledge Management. His research interests include Operations Management, Supply Chain Management, Logistics Management, Lean Production, Product Innovation and Service Quality. He is a peer review for several annual conferences.

ABAC Journal Vol.39 No.1 (January-March, 2019 pp 57-75)

Chamaiporn Daosue and Sawat Wanarat

INTRODUCTION Following this growth in the food industry, there was an associated The food industry in Thailand increase in retail and wholesale, has grown rapidly over the years which put emphasis on price factors, owing to an increasing demand in the such as value for money. Many consumer market, both domestically modernized retail sectors utilize the and internationally. In order to meet cost leader and private label products an escalating trade in processed food or house brand to motivate and products, the Thai Government has influence their consumers. Brands set to transform Thailand into Asia’s also play an important role in the largest food trade and distribution decision-making processes of center. Today, Thailand is one of the business customers (Bendixen et al., world’s top ten producers and 2004), acting as a tool for achieving exporters of processed food products, organizational consensus among the with the Thai food industry contribu- many actors involved in the buying ting about 23% to the country’s Gross process (Webster and Keller, 2004). Domestic Product (GDP) in 2015. In Often it is a manufacturer’s 2016, Thailand rose up by two ranks reputation, combined with the from the previous year, to become the buyer’s own level of awareness, and world’s 13th leading food exporter. degree of loyalty shown to the Given these positive signs, manufacturer, that are important supportive government policies and considerations in purchase decisions the recovering global economy, (Cretu and Brodie, 2007; Mudambi, Thailand’s food industry is more than 2002). Branding in the food industry ready to experience an impressive has been a major concern among food growth rate in 2017, inviting new suppliers. During the past few years, players to join its growing food there has been strong competition industry. In the meantime, Thailand’s among business developers to GDP also expanded 3.3 percent from increase their market share by a year earlier in the March quarter of increasing the value of their brand, 2017, following a 3.0 percent growth Hosseinzadeh A. et al (2014). in the fourth quarter of 2016 and Brand value is recognized as one slightly above the market of the top research priorities in the expectations of a 3.2 percent branding context (Allaway et al., expansion. For 2017, Thailand's 2011; Keller and Lehmann, 2006). economic planning agency (NESDB) The increasing interest in the value expected Southeast Asia's second- brands represent for firms, is evident biggest economy to grow between 3.3 in the merger and acquisition activity and 3.8 percent, a narrower range to since the late 1980s and early 1990s, the 3.0 to 4.0 percent range it forecast and in the large sums that have been previously (Asian Development paid for brands. A strong brand with Bank Outlook 2017). positive equity is considered to have

The Effects of Advertising and Sales Promotion on Brand Awareness for A Food Product Brand in Wholesale Shops, Bangkok and Metropolitan Areas

high strategic value and major (Kotler and Armstrong, 2013). The advantages: higher margins, brand- attempt to define the relationship extension opportunities, insulation between customers and brands, against competitors, and more created the concept of “brand equity” effective communicative power, as in marketing literature (Wood, 2000). well as stronger consumer The concept of brand equity has preferences, purchase intentions and attracted lots of attention after being customer loyalty. It has thus become introduced in the business world and essential for brand managers to has been the basis of many studies. understand and measure brand equity Modern theories of marketing (Mackay, 2001). For the processed consider brand equity as a key asset meat market to grow gradually, each for companies. Probably this level of key player must maintain their brand equity desirability is key for its market share with both existing and strategic role in making managerial prospective new consumers. and marketing decisions and Importantly, brand awareness is the consequently allowing a company to fundamental building block of brand gain a competitive advantage. For loyalty, in order to retain customer Duncan (2002), marketing loyalty, positive performance and communication is the glue that maintain the brand’s market share in enables the connection between the the specific industry. firm’s efforts and customers’ favorable responses. Brand equity is LITERATURE REVIEW a key issue in marketing. On the other hand, the consumer perspective Brand Equity and Brand focuses the conceptualization and Awareness measurement of brand equity on individual consumers (Leone et al., Aaker (2001) defined brand 2006). Consumer-based brand equity equity as a set of assets and liabilities measures assess the awareness, linked to a brand. These include the attitudes, associations, attachments name and symbols that add to, or and loyalties, consumers have toward subtract from the value provided by a brand (Keller and Lehmann, 2006). product or services to a firm and/or to Besides, Aaker (2001) provided the that firm’s customers. When the meaning of name awareness as one of consumer based brand equity is taken the important factors to create the into consideration, definitions are brand value from the brand-name more consumer specific. The logo. If a consumer has a high consumers consider the brand as an perceived level or knows the brand- important part of every product, name logo, it is easier for them to therefore determining the brand can make their purchasing decision. A increase the value of every product higher level of product brand

59 Chamaiporn Daosue and Sawat Wanarat

awareness, persuades a consumer to awareness and encourage customers choose that brand’s products as a to buy products, advertisers usually priority. In summary, brand apply various strategies, such as awareness is “the ability for a buyer placement marketing (Tsai, Liang, to recognize or recall that a brand is a and Liu, 2007). Henderson et al. member of a certain product (2003) stated that under the influence category”. Therefore, brand of brand awareness, many brand awareness consists of both brand choices are made with little recognition and recall. Brand processing of information. Thus, awareness is formed by brand recall brand awareness in this regard is a and brand recognition, as suggested cue to shape decision-making. Based by Yoo & Donthu (2001). on this, there is another work of Furthermore, MacDonald and Wang et al. (2012), who concluded Sharp (2000) concluded that brand that in the absence of product image, awareness plays a key role for a cognitive image encourages consumers facing a new decision. purchase intentions. On the other Repeated purchases must be regarded hand, it shows how advertising as new decisions in this respect, since awareness and brand awareness can the individual faces a problem or encourage purchase intentions. Also, need and tries to solve it. Huang and brand awareness arises from Sarigollu (2012) also stated that advertising awareness and is actually brand awareness has a positive the same as advertising awareness relationship with brand performance (Romaniuk et al., 2004). in the marketplace. It shows that In fact, there are different brand awareness can influence dimensions of brand equity across consumers’ reactions in the industries, for example, marketplace, leading to a better brand Norjaya et al. (2007) classified performance, and can influence the brand equity dimensions of decision-making and encourage the household electrical appliances as purchase intention. Brand awareness brand loyalty, brand distinctiveness is also used as a choice tactic for and brand association or awareness. consumers to make purchase Wang et al. (2008) suggested that decisions. Products with high brand global brand equity consisted of awareness may make consumers quality perception, brand awareness, associate the product with high brand resonance, and corporation product quality; thus, high brand ability association. Xu and Andrew awareness attracts more consumers to (2009) defined the conceptual purchase products from that brand. framework of hotel brand equity as Consequently, establishing brand brand loyalty, brand association, awareness of products, especially brand awareness and quality of new products, becomes essential for experience. Thus, researchers must the company. To enhance brand monitor the dimensions of brand

The Effects of Advertising and Sales Promotion on Brand Awareness for A Food Product Brand in Wholesale Shops, Bangkok and Metropolitan Areas

equity within the specific industry equity through their marketing (Christodoulides and de Chernatony, activities (Yoo et al., 2000; Ailawadi 2010). Brand familiarity and brand et al., 2003; Herrmann et al., 2007). trust (Delgado-Ballester and Within the discipline of marketing Munuera-Aleman, 2005) were dynamics, numerous studies use proposed as additional dimensions in financial and product–market the fast food industry as they were measures of brand equity to analyze indicated as important dimensions in the short-term and long-term effects this context (Tan et al., 2011). of marketing actions and polices, Similarly, Das (2014) proved that, such as advertising and price awareness, association, and promotions (Leeflang et al., 2009). perceived quality had a significant From the consumer-based brand impact on brand loyalty and purchase equity perspective, which this intensions, in a food retailing study. research follows, Yoo et al. (2000) found that high advertising spend, Relationship between Advertising, high price, high distribution intensity Sale Promotion and Brand Equity and distribution through retailers with a good store image helps to build Advertising is any paid form of brand equity. Villarejo-Ramos and non-personal presentation and Sanchez-Franco (2005) reviewed the promotion of ideas, goods and effect of marketing communication services and the associated purchase and sale promotion on brand equity. price (Kotler, 2003). Among Results indicated that marketing components of the marketing communication has a positive effect integrated communication model, on brand equity and provides strong advertising is identified with a higher protection from the criteria of position than the other marketing perceived quality, brand loyalty, components, as customers are brand awareness and brand image informed of new products through which collectively form the preface advertising. In addition, advertising of brand equity. Supporting this minimizes the barriers between result, Buil et al. (2013) revealed that customers and the organization perceived advertising spend has a (Blech, 2001; Lopez et al, 2002). positive effect on brand awareness. Marketing mix elements influence Alnazer (2013) studied the consumers' equity perceptions toward interaction between promotion type brands (Pappu and Quester, 2008). and brand awareness level. These variables are important not Advertising expenditure, as the only because they can greatly affect main marketing communications tool brand equity but also because they are in the consumer market, should be under the company’s control, considered when determining the enabling marketers to grow brand effects of marketing communications

61 Chamaiporn Daosue and Sawat Wanarat

on consumers, and the perceptions associations (Villarejo, 2002). In that the messages are provoking short, besides increasing consumers' among different target individuals. familiarity with a brand, advertising Keller (2003) notes that the firm’s can shape consumers' perceptions of marketing communications quality and other brand associations contribute to brand equity. That is, (Moorthy and Hawkins, 2005). Large effective communication enables the advertising investments can favor formation of brand awareness and a correct brand recall and recognition. positive brand image. Advertising is Brand advertising spend can increase a powerful way of communicating a the scope and frequency of brand brand's functional and emotional appearance, and as a consequence, values (de Chernatony, 2010). In the level of brand awareness (Chu general, the effectiveness of this and Keh, 2006; Keller, 2007). communication tool depends on its Sales promotions, as a part of content (i.e., the message), the integrated marketing communication execution or how the advertisement (IMC) are used by many companies conveys the message, and the for introducing new products, frequency with which a consumer increasing sales, or influencing the sees the advertisement (Batra et al., consumer decision process 1996 and Kotler, 2000). As (Montaner & Pina, 2008). There are mentioned earlier, advertising creates many different sales promotions such brand awareness, strong links, as price discounts, feature favorable ideas, and unique advertising, special displays, trade associations to the brand in the deals, reward programs, coupons, consumers' memory, and stimulates rebates, contests, and sweepstakes positive brand judgments and (Neslin, 2002). According to feelings (Keller, 2007). However, to Srinivasan et al. (2004), promotional achieve these results, the advertising sales, i.e. significant temporary price needs a suitable design and reductions, are an important tool in execution. In particular, one of the the marketing mix of food retailers main concerns in devising an worldwide. For many consumer advertising strategy relates to the packaged goods, most of the creative strategy (Kapferer, 2004 and marketing budget is directed to Keller, 2007). Through an original promotional sales. The role of and innovative advertising strategy, promotional sales is to attract organizations may be more likely to customers to the store and to capture consumers' attention. In advertise certain products, for sequence, consumers' attention can example breakfast cereals in lead to higher brand awareness, and Germany are on promotional sale higher perceived quality, and every 10 to 20 weeks. Hosken and therefore contributes to forming Reiffen (2004) and Berck et al. strong, favorable and unique (2008) stated that promotional sales

The Effects of Advertising and Sales Promotion on Brand Awareness for A Food Product Brand in Wholesale Shops, Bangkok and Metropolitan Areas

make up to 50 per cent of annual instrument. Data were collected by product price variations. All these non-probability sampling from 25 influences lead to the following 3 shop locations with an accidental hypotheses which were used in the sampling method. The survey locations were selected only in current research: Bangkok and metropolitan areas in 5 Hypothesis 1: Advertising has a provinces (25 shops). A descriptive significant positive effect on sales analysis (frequency, percentage and promotion. standard deviation) was applied to Hypothesis 2: Sale promotions analyze the demographic factors. A have a significant positive effect on Confirmatory Factor Analysis (CFA) brand awareness. using structural equations modelling Hypothesis 3: Advertising has a with the AMOS program was used significant positive effect on brand for testing the research hypotheses awareness. and model, with a 0.05 significance level. Path Analysis was used to RESEARCH METHODS analyze the correlations within defined factors for both direct and This quantitative research aimed indirect effects, as well as to analyze to survey target consumers in their latent variables. Bangkok and metropolitan regions, The questionnaire was checked and was designed to be a descriptive for validity and reliability using research using primary data collected Cronbach’s Alpha Coefficient and 50 from a sampling survey with sets of pre-testing to improve the questionnaires carried out at questionnaire items. Each variable wholesale shops in August 15-30, with a standard no lower than 0.70 2016. The sample size (n) of this was accepted as a coefficient study was 500 regular customers of presenting good reliability (Hair, wholesale shops. The survey was 1998). The result of Cronbach’s conducted by face-to-face interviews Alpha (α) analysis is presented in of customers, who gave their opinion Table 1. of their brand awareness through integrated marketing communication Data Collection and questionnaire (IMC). The specific food brand-name structure “x” refers to the top ranking, well- known food brand which supplies The researcher gathered both pork, chicken and eggs for modern primary and secondary data. The trade, in supermarkets and secondary data came from studying wholesales all over Thailand. This the concepts, theory and knowledge study employed a survey design of integrated marketing communi- using questionnaires as the main cation and brand awareness from

63 Chamaiporn Daosue and Sawat Wanarat textbooks, international journals and and 4) I know "X" from online media theses from the main library and such as website and face-book. For search engines. The information the sales promotion, the questions collected was used to construct the consisted of 1) I know "X" from price questionnaire. Primary data was discount promotions, 2) I know "X" collected from 500 respondents, from "Buy 1 get 1 free", 3) I know customers of wholesale shops in "X" from a complementary premium Bangkok and other metropolitan promotion and 4) I know "X" from regions. The questionnaire consisted the discount sales promotion for a of 3 parts; 1) brand awareness, 2) festive event (New Year, Song Kran integrated marketing communication, festival). composed of advertising, sales Brand awareness was defined as promotion, event marketing, PR and “the ability for a buyer to recognize personal marketing and 3) or recall that a brand was a member demographic factors composed of of a certain product category”. Thus, gender, age, education, occupation, brand awareness consists of both and family income. Questions in part brand recognition and recall. The 1 and 2, adopted a Likert scale with questions in the brand awareness part five points where 1 = “strongly consisted of 6 items for relevant to disagree”, 2 = disagree, 3 neutral, 4 = specific brand recognition. Brand agree and 5 = “strongly agree” for all awareness was measured with items. reference to Customer-Based Brand For the section on integrated Equity (CBBE). The brand “X” refers marketing communication, the to one specific packaged food brand- questions were adapted from Keller name sold at the selected whole-sale (2001) and Kotler (2002) under the 5 shop. During interviews, the components of IMC: advertising respondents were asked about their (6 items), sales promotions (4 items), awareness, by showing the logo of event marketing (5 items), PR (3 the specific food brand-name to items) and personal selling (3 items). check if the respondent could recall According to the path analysis of the that brand logo. The “X” packaged Structural Equation Model (SEM), food brand-name product category there were 2 factors most effective in consists of chicken, pork and egg. affecting brand awareness, these Brand awareness informed by were advertising (6 items) and price brand recall and brand recognition promotion (4 items). The questions was measured by 6 items; “I on advertising consisted of; 1) I know remember easily the characteristics "X" from television and radio, 2) I of brand X”, “I remember easily the know "X" from print media such as logo of brand X” (these two items magazines, leaflets and newspapers, allow confirmation that the 3) I know "X" from outdoor media respondent has brand associations in such as billboards, BTS and street their memory), “I know what brand X

The Effects of Advertising and Sales Promotion on Brand Awareness for A Food Product Brand in Wholesale Shops, Bangkok and Metropolitan Areas

looks like”, “I can recognize brand X Construct validation includes among other brands”; “I am very content, convergent, and discriminate aware of brand X”; “brand X is very validities. Content validity was familiar to me” (Yoo, Donthu, & Lee, verified by expert judgment and by a 2000). There were three additional careful literature review. Convergent questions which led the respondents validity was evaluated by examining to specific product categories, these the factor loadings and average questions stated 1) I can recall "brand variance extracted (AVE). All X" for chicken products 2) I can estimated standard loadings were recall "brand X" for pork products higher than 0.70, and the AVE for all and 3) I can recall "brand X" for egg exceeded the recommended level of products. 0.50, suggesting good convergent validity by Hair, J. F., Ringle, C. M., RESULTS & Sarstedt, M. (2011). As shown in Figure 1, the estimation model with The total sample of 500 standardized regression weights and respondents (n = 500) was composed a confirmatory factor analysis (CFA) of 359 females (71.8%) and 141 was conducted, to empirically test the males (28.2%). The education level measurement model. Multiple tests of respondents varied with, 47.2% of on construct validity and reliability respondents having qualifications were performed. lower than a bachelor’s degree, As the α- values (Table 1) for all 42.8% percent holding bachelor’s the constructs were greater than the degrees and 10% higher than guideline of 0.60, it can therefore be bachelor’s degree. Many (26.6%) concluded that the scales can be respondents worked in their own applied for the analysis with business, with an average monthly acceptable reliability. CR and AVE income of 18,001 to 24,000 baht. were calculated from model The measurement scales were estimates using the CR formula and evaluated by applying a regression AVE formula given by Fornell and analysis to precede the estimation of Larcker (1981). Table 2, presents the the structural model (supplied by the standardized value of direct, indirect AMOS Version 22). As shown in and total effect among the latent Table 1, regarding the measurement variables. The path analysis, model, all constructs had a CR over indicates that the variables for the cut-off of 0.70 identified by advertising had both direct and Carmines, E. G., & McIver, J. P. indirect effects on brand awareness (1981). Based on these assessments, with a total value of 0.347. measures used within this study were within acceptable levels, supporting the reliability of the constructs.

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Table 1: Results for the Measurement Model

Table 2 : Standardized Direct, Indirect and Total Effect Indirect Variable Direct Effect Effect Total Effect AD -> SP 0.676 - 0.676 AD -> BA 0.244 0.103 0.347 SP -> BA 0.152 - 0.152

The Chi-Square value is the Comparative Fit Index (CFI) were traditional measure for evaluating found to be more than 0.90 showing a overall model fit, Carmine and well-fitting model. Also the Relative McIver (1981) with a recommend Fit Index (RFI), Incremental Index of relative chi-square (X²/df) of 2:1 or Fit (IFI), and Tucker-Lewis Index 3:1. A root mean square error of (TLI) were above 0.90 also indicating approximation (RMSEA) value a good fit Hu, L.-T., & Bentler, P. below 0.08 indicates a reasonable (1999). Table 3 provides the values of error of approximation. The the fit indices of the model. It suggested goodness of fit index (GFI) indicates that the model is considered value for an acceptable model is an acceptable fit to the Goodness-of- above 0.90. The other fit measures Fit indices at the presented values of; like Normed Fit Index (NFI), and X²/df = 2.553, GFI = 0.939, RFI =

The Effects of Advertising and Sales Promotion on Brand Awareness for A Food Product Brand in Wholesale Shops, Bangkok and Metropolitan Areas

Figure 1: CFA of the casual relationships of advertising, sale promotion and brand awareness

0.935, IFI = 0.970, TLI = 0.960, CFI CONCLUSION AND = 0.969 and RMSA = 0.056. RECOMMENDATION In conclusion, in the hypothesis testing (supplied by AMOS), the The research results indicate that estimated structural model supported advertising has significant positive all hypothesized relationships, as effects on brand awareness and sales shown in Table 4. As shown in Figure promotion. Correspondingly, the 1, advertisement had a significant sales promotions have a significant positive effects on sales promotion positive effect on brand awareness. (S.E. = 0.69, C.R = 11.087 and P The model indicates that advertising Value = 0.000), and brand awareness has both direct and indirect effects on (S.E. = 0.87, C.R = 3.035 and P Value brand awareness through sales = 0.002). Meanwhile, sales promotion. Moreover, advertising promotions also had significant awareness can enhance and create positive effects on brand awareness both brand awareness and sales (S.E. = 0.69, C.R = 2.118 and P Value promotion. It shows that advertising = 0.034). As a result, the hypotheses acts as a good source of meaning and of H1, H2 and H3 are considered identity for a brand by enhancing significant and are therefore brand awareness and sales promo- accepted. tion. Yoo, Donthu and Lee (2000),

67 Chamaiporn Daosue and Sawat Wanarat

Table 3: Measurement Model Fit Indices

Table 4: The Result of Structural Model

evaluated the selected marketing mix media by focusing on the creation of and brand equity. The results awareness on advertising. indicated that many promotions such This implies that, in order to as price discount, are connected with increase brand equity, food brand equity, while high spend companies should focus on efforts to advertising cost, high price, good build awareness to their advertising mental image, and high distribution by focusing on the components which power, are linked to high brand create this awareness. It is important equity. Therefore, we can consider to provide advertising through advertising awareness as important various types of mass media contents and integral to a brand’s equity in such as television, radio, and on-line comparison to other dimensions. The (videos, audio files, photo, etc.) to marketing and brand managers can create this awareness as well as the create brand equity through social implementation of integrated

The Effects of Advertising and Sales Promotion on Brand Awareness for A Food Product Brand in Wholesale Shops, Bangkok and Metropolitan Areas

marketing communication. Brand general and especially price deals awareness can affect the behavior of have been considered to weaken consumers, and has a positive effect brand equity in spite of the short term on the perceptions and behaviors benefit that they provide through a towards the brand. Advertising and short-term attraction to the consumer. price promotion enable customers to Frequent price promotions would know a particular brand and judge it harm brand equity because it is a based on knowledge stored in short-term sales push strategy. memory. Advertising may help to Villarejo and Sánchez (2005) also inform the process of customers focused their study on advertising purchase decisions and can therefore spend and price promotions, while help a company to build and maintain Bravo et al. (2007) add to these brand equity. Also, it is used to variables the effect of the price and inform, forcing customers to focused on the role of two specific remember about a particular brand. marketing communication tools, Therefore, advertising on brand which were advertising and sales awareness and brand image has a promotions. These two marketing positive effect. It also has a positive elements account for at least 25% of effect on customer loyalty regarding UK marketing budgets. Despite their brands for which they have used a importance, the influence of these product previously. variables on brand equity still By contrast, much research has remains unclear (Netemeyer et al., been conducted on the possible 2004; Chu and Keh, 2006). positive and negative consequences They are therefore, an erroneous of sales promotion for a brand. The way of trying to build a strong brand study of Chu and Keh (2006), found as they are easily imitated and that advertising spend can reach a counteracted by competitors. In saturation point beyond which further addition, their temporary nature spend does not significantly creates a feeling of short-lived benefit contribute to creating brand equity. for the consumers when the sale They investigated the effects of promotion finishes. Therefore, the advertising, promotion, and R&D marketer should be aware of this expenses on brand value creation and point to promote the long-term brand found that these lagged expenses building as well as the various yield diminishing returns to brand dimension analysis of an effective value. Likewise, the sales promotion marketing campaign for that product can only be applied as a short-term and situation. Advertising and sales strategy to arouse the brand promotions enable customers to awareness of consumers. With know a particular brand and judge it reference to Villarejo –Ramos et al. based on knowledge stored in (2005), sales promotion deals in memory. Since the food business is

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quite dynamic, marketing will always research should expand the require updating to follow the trend, sample size to cover other a well-planned integrated marketing provinces and compare results by communication strategy will reach different regions. the target audience directly, and will 2. This study offered evidence that be an important part to create brand IMC (advertising and sales loyalty and gain a competitive promotion) is strongly related to advantage. In summary, the study enhancing marketing goals were reached and the study performance and significantly provided a model to enhance the effects the incidence of higher brand awareness and brand loyalty brand awareness in a food using media, and gives several business. To keeping updated on important implications for strategic consumer behavior, the brand management. researcher should closely investigate their needs. In the RESEARCH LIMITATIONS meantime, the brand marketing AND FUTURE RESEARCH manager must focus and continually spend on advertising There are some limitations of the in order to gain more study. First, this study does not trustworthiness. consider all the dimensions of brand 3. This study applied a equity. Therefore, future research questionnaire as the tool for should include a following study to quantitative research. Future show the effect of more dimensions, research should study more about like brand loyalty, perceived quality, how consumer insight needs are brand image and others. influenced by their mass media Additionally, the subject of this study perception and the research focused only on food business in a should be conducted as in-depth wholesale shop. It is suggested that qualitative interviews or use a future research can expand the area of focus group method to specify the the study to other fields of business customer needs and opinions, and the retail sales channel for which will be utilized for a further comparison of the results. In marketing communication summary, we should try to replace strategy. this study with more product 4. To develop the effective categories and sales channels. For the marketing communication for the future research, the additional target customer, future research recommendations, are as follows: should further study the 1. This study was designed only to influences of new mass media, for investigate the particular example, on-line media or instore customers in Bangkok and media, on their customer metropolitan areas. Future purchase intentions and brand

The Effects of Advertising and Sales Promotion on Brand Awareness for A Food Product Brand in Wholesale Shops, Bangkok and Metropolitan Areas

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The Effects of Advertising and Sales Promotion on Brand Awareness for A Food Product Brand in Wholesale Shops, Bangkok and Metropolitan Areas

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