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Publication
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| Research Title |
The application of brand personality concept to the city context in Thailand |
| Date of Distribution |
18 May 2017 |
| Conference |
| Title of the Conference |
International conference on evolving trends in academic and practical research |
| Organiser |
Akademika Nusa Internasional Association of Social Sciences and Humanities |
| Conference Place |
Taipei, Taiwan |
| Province/State |
Taipei, Taiwan |
| Conference Date |
18 May 2017 |
| To |
19 May 2017 |
| Proceeding Paper |
| Volume |
2 |
| Issue |
5 |
| Page |
60-67 |
| Editors/edition/publisher |
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| Abstract |
Abstract Brand personality is a concept that can be applied to several other contexts
than products. For example, city brand personality, which refers to human personal-
ity traits describing personality of a city, has attracted numerous researchers. Hence,
the present study has attempted to investigate how brand personality can be applied
to a Thai city by choosing Khon Kaen, one of Thailands key cities, as research site.
Further, this study has sought to identify the influence of city brand personality on pur-
chase intention. Through convenience sampling, a survey with 361 Thai consumers
was conducted. Results reveal that brand personality of Khon Kaen is comprised of
five factors: kindness & reliability, dream man, excitement, ruggedness, and country
girl. Among these factors, kindness and reliability, dream man, and country girl are
those influencing intention to purchase Khon Kaen products. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
false |
| Presentation awarding |
false |
| Attach file |
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| Citation |
3
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Journal Publication
ไทย