The factors that influence building a Thai global brand: A demonstration of a mixed methods approach

Abstract

The objective of this study was to study the causal relationship of factors that affect building Thai brand and turning them into a Thai Global brand (TGB) defined by GBS, SBN, INT and HBV. Researcher has found 12 factors which correspond to 3 theories: 1) values-based marketing (VBM) defined by VI, MI and VS, 2) global brand equity (GBE) defined by PQ, BA, BS, BL and BF and 3) corporate social responsibility (CSR) defined by ER, LR, TR and  PR. The mixed method – sequential explanatory research strategy has been deployed. The sample consisted of 453 respondents in 19 public companies listed in SET were surveyed, and in-depth interviews from 12 executives. The results indicated that 1) VI, MI and VS have no influence on GBS, SBN, INT and HBV, but have correlation with PQ, BA, BS, BL, BF, ER, LR, TR and  PR; 2) PQ, BA, BS, BL and BF have significant influence on GBS, SBN, INT and HBV; and 3) ER, LR, TR and PR have influence on GBS, SBN, INT and HBV.