This research aims to study 1) personal factors affecting confectionery brand loyalty 2) and the service marketing mix factors affecting confectionery brand loyalty. The service marketing mix can be used to create a change in consumer behavior to buy and drive subsequent purchases. Samples were drawn from a population aged between 15-60 years in Bangkok for 400 people sampling. The data collection was done by an interview with questionnaires. The statistics used to analyze the data were descriptive statistics like mean and standard deviation while inferential statistical analysis was T-test F-test and regressing analysis. The results were as follows: 1) most samples were female with Bachelors degrees single status private employee status and a monthly income of 10001-15000 baht. 2) Service marketing mix factors had a high impact on brand loyalty. If sorted in descending orders those are product personnel and process respectively. 3) Demographic factors affecting the brand loyalty of dessert when different levels of education had different effects on purchasing intention and complaint behavior while tested statistically significant at the 0.05 level. 4) The statistical correlation tested in the service marketing mix found a relationship with brand loyalty in all aspects of the services marketing mix with confectionery. The most correlated values were physical components at a moderate level followed by marketing promotion and distribution at an average level. Personnel products and prices had an effect at low levels respectively.

This research aims to 1) analyze the SMEs 4.0 market management factors for Thai clothing brands among generation Y 2) to study personal factors affecting the SMEs 4.0 market management for Thai clothing brands among generation Y and 3) to generate the SMEs 4.0 market management model for Thai clothing brands among generation Y. This study uses qualitative and quantitative research methods. In-depth interviews served as a qualitative data collection methodology. Seventeen participants were grouped into experts stores managers and specialist contemporary Thai clothing brands. For the quantitative data collection methodology the researcher used questionnaires with a specific group of 430 Generation Y male and female participants who used to purchase or frequently purchase Thai clothing brands. To analyze data percentage mean and multiple classification analysis with a statistically significant level at 0.05 the researcher used G*power. Furthermore it was analyzed if the results were consistent with the qualitative data. The research results show that market management factors significantly relate to Thai clothing brand customers’ purchasing behaviors. These factors include purchasing rationale factor purchasing motivation factor brand management factor and demand management factor. The research findings link to the best practices in the market management model both online and offline markets and sustainable development in 5.0 society including 1) a rapid technology replacement 2) adding creative value to the society 3) natural harmonization management and 4) sustainable development.

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 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 research was a quantitative research. The purposes of this research were 1) to study demographic characteristic affect on purchasing intentio n of beauty products in Multi-Brand Store 2) to examine online marketing communication affects on purchasing intention of beauty products in Multi-Brand Store and 3) to examine Brand Equity affects on purchasing intention of beauty products in Multi-Brand Store. The data were collected 400 samples who were customers to purchase products through in Multi-Brand Store. The statistical methods used to analyze data were frequency percentage mean standard deviation one-way analisis of variance and enter multiple regression analysis with a statistical significance level of .05. The results showed that: most of the respondents were female (69.50%) the age between 27-32 years (58. 30 %) education of bachelor’s degree (77. 5 0%) business of employee (56.80%) and average monthly income between 15001 – 30000 baht (61. 00 %). Diffenct Demographic characteristics included gender age career and average monthly income had purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level. Marketing mix affects on purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level with the two affects including product increased (17.80%) price increased by 22.10 percent. Brand equity affects on purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level with the two affects including brand awareness increased by 3 0 . 3 0 percent and brand associations increased by 33.30 percent