A textual analysis of Branding Strategies and Masculine Representations of the Alcohol Online Media Promotions in Thailand is qualitative research. The scope of this research is from 1st January 2019 to 31st December 2019. The research objectives are (1) to interrogate the marketing communication forms used for the online alcohol brand promotions in Thailand and (2) to explore the themes of masculinity represented in the online alcohol brand promotions in Thailand. The purposive samplings employed in this examination are the top 3 popular alcoholic Facebook fan pages categorized by the website socialbakers.com. These are such as Chang World Singha Corporation and Meridian Brandy. In the accumulation of all three alcoholic brand followers Chang World Facebook fan pages had 1598 930 followers Singha Corporation Facebook fan pages had 941279 followers and Meridian Brandy had 103860 followers. In terms of the overall online posts found from all alcoholic brand samplings the overall result found 1038 posts 147753 Likes and 5200266 Shares online. The research result found that the product brand communication strategy is the key brand strategy using the most or around 59.92 % (n= 1038). In the detail of this the product brand communication strategy found that the Emotional Appeal strategy had been used the most around 59.67 % compared with merely 1.25 % of Rational Appeal strategy. The overall masculinere presentations found from all alcoholic online brand promotions found that there are three keythemes of ideal masculinities. These are such as (1) the Friendly men who are laidback easygoingand enjoy spending time with friends (found around 56.45%-Mostly found from Chang Brand promotions) (2) the kind middle-aged men who are successful in life love friends caring others and social responsibility (found 36.61%- mostly found from Singha Brand Promotions) and (3) the playful men who are playful funny work hard looking for rewards in life after a hard-working day (found around 6.94%-mostly found from the Meridian Brandy Brand Promotions)

The objectives of this study were to 1) explore problems and needs on the product brand and packaging of the sewing and craft community enterprise 2) design brand and packaging to promote products of the sewing and craft community enterprise and 3) research consumers satisfaction on the brand and packaging of the sewing and craft community enterprise of Khao Kaeo Srisomboon Thung Saliam District Sukhothai Province. This is a mixed research consisting of qualitative and quantitative research. The qualitative study was executed through related document research and visiting the area for interviewing members of community enterprises to collect basic product information operated by the community enterprise which identified problems and demands for brand and packaging via structured interviews. Quantitative research scrutinized opinions through a survey approved by five experts assessing the suitability of the brand and packaging and the satisfaction of the consumer survey. The sample groups were 100 community enterprise tourist consumers. The data obtained were analyzed by using the frequency percentage mean presented in the form of a table. The results of the study revealed as follows. 1) There were five types of products including artificial flowers womens wears souvenirs jewelry accessories and household products. Each type of product was entirely fabricated with sewing techniques. The community enterprise was in need of a new logo to be beautifully outstandingly modernly designed to be easily remembered and reflected their unique sewing. The community enterprise name also had to be included to represent Sukhothai Province a needle and a thread reel which was different from the former one that did not have the community identification. Normally the community enterprise used a clear plastic bag to pack the products; however the use of such packaging resulted did not meet up with the Community Product Standards (NIA). Also it did not attract the attention and did not add extra value to the product. It was also unfriendly to the community environment. Therefore the community enterprise would like to develop a package which its cost was economic with more eye-catching design to help make the product more attractive in addition with the information such as the name of the community enterprise phone number QR code Facebook etc. displayed on the product tag label. 2) The experts had chosen the logo number 9 showing the symbol of flicking letters writing the Community Enterprise and the province names as well as a spool of thread and a sewing needle. As for the flower package most experts chose the package number 2 showing a white paper box with the handle and a clear plastic space. In terms of the women’s wear most chose number one pattern of a brown spun cloth bag with the community logo on while the souvenir packaging number three was mostly chosen for its glossy white paper bag branded with community enterprise logo and local woven pattern (stripes) on the bag. However the experts suggested using brown paper for the reason of its lower cost. In terms of jewelry packaging the experts had chosen the third style showing a rectangular shaped white paper box packaging with the printed logo on the top cover. The experts recommended changing the color of the packaging to be more attractive. Regarding the household products the experts selected packaging number two of a brown paper bag with the community logo and local woven pattern (stripes) on the bag. 3) Most respondents’ satisfaction with the brand and the packaging revealed that they were satisfied and impressed with the creativity at the highest level with an average of 4.47. In terms of artificial flower packaging design the satisfaction was high due to the design of the packaging structure and its easy handling at the average of 4.25. The satisfaction on the graphics design of the packaging which could fitly reflect the identity of Sukhothai was at the highest level at the average of 4.25. In terms of womens wear packaging satisfaction the respondents were pleased with the design of the packaging structure which could be easily carried or picked up gaining the average of 4.35. The respondents’ satisfaction with the graphic design of the colorful and beautiful packaging was in the average of 4.34. In terms of the jewelry packaging they were satisfied with the packaging structure and its easy handling at the average of 4.32. The respondents’ satisfaction with the graphic design in the overall was consistent at the highest level of the average at 4.37. Concerning the household product packaging they were satisfied with the design of the overall packaging structure at the average of 4. 25.Finally the respondents’ satisfaction was on the design of packaging graphics pictures decorative patterns beautifully appropriate in the average of 4. 24..

The purposes of this research are to study the causal relationship model about the influence of social responsibility on corporate image and brand loyalty of bird’s nest industry and to verify the consistency of the model with empirical data. 352 samples are the consumers of bird’s nest product who live or work in Bangkok. The research tools include questionnaire Statistical Package for the Social Science for Windows Program for statistical analysis and Linear Structural Relationship Model for analyzing causal relationship model. The result shows that the model of the influence of social responsibility on corporate image and brand loyalty of bird’s nest industry is consistent with empirical data considered by the chi-square statistics = 18.86 df = 11 p–value = 0.06 GFI = 0.99 AGFI = 0.95 SRMR = 0.021 RMSEA = 0.045. All variables in the model indicate that the variance of the brand loyalty of bird’s nest industry is at 77%. The social responsibility has a positive direct influence on the brand loyalty and indirect influence on the corporate image. Moreover the corporate image directly influences the brand loyalty. The result indicates that positive social responsibility makes good corporate image and it resulted in brand loyalty.

This study was aimed to 1) to compare the brand value perception of Rajamangala University of Technology Phra Nakhon and 2) to study the influence of marketing mix on the brand value perception of Rajamangala University of Technology Phra Nakhon. This research is quantitative research which included the samples of 400 undergraduate students from the first to the fourth year selected through proportional stratified random sampling methodology. The collected data were analyzed by frequency percentage mean standard deviation and the hypothesis was tested by the Independent sample t-test. One-way ANOVA was applied and Scheffes Pearsons Product Moment Correlation Coefficient and stepwise multiple regression analysis were used to look into mean difference in pairs. The results of the research on the brand value perception of Rajamangala University of Technology Phra Nakhon revealed that the students who were different in terms of age group faculty and study year perceived the brand value differently and significantly at the 0.05 level of significance. The marketing mix factors including 1) the available curriculum 2) the teaching and studying location 3) educational support 4) academic and support staff 5) physical environment and 6) teaching and learning management influenced the brand value perception of Rajamangala University of Technology Phra Nakhon at the 0.05 level of significance. As for the marketing mix factor and cost of education did not have the influence on brand value perception of Rajamangala University of Technology Phra Nakhon.

The purposes of the study on factors affecting Scotch brand loyalty were to examine personal factors of Scotch brand purchasers opinions on the brand equity degree of loyalty and brand equity factors that affected Scotch brand loyalty. The data were collected from 405 buyer samples selected from Cochran sample size formula and were analyzed by descriptive statistics including frequency percentage mean and standard deviation. As for inferential statistics Pearson Product Moment Correlation Analysis and multiple regression analysis were applied. The results showed that the opinions on the brand equity factors on three aspects of the brand regarding the brand recognition the brand association and the quality perception were highly regarded. Opinions towards Scotch brand loyalty in terms of attitude and behavioral aspects were also high. The hypothesis test results suggested that factors related to brand equity in terms of brand recognition brand association and quality recognition affected Scotch brand loyalty in the overall attitude and behavior aspects.