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BU ACADEMIC REVIEW
122
" - ”
The Correlations of Brand Communication Tools’ Exposure Level and “Coca Cola” Brand Personality’s Perception Level
1
Patamaporn Netinant
- 2555 -
- 2 1)
- 2) -
Jennifer Aaker 400 Pearson’s Correlations
2 0.01 p < 0.01 (r) 0.309
0.254
: -
ABSTRACT In Thailand, Coca Cola is the brand leader of Cola Drinking. In 2012 Coca Cola invested the
highest amount of advertising budget to establish the brand in target consumer’s mind. This is due to the fact that Cola drink market has very high market value, high competitive situation, with new brand comers trying to take market share in this industry and thus challenging the market leader like Coca Cola. The aims of research therefore, turn into 2 hypothesized are following; 1) there are correlations between consumer self-personality perception and Coca Cola brand's personality perception, 2) there are correlations between brand communication tools exposure and Coca Cola brand's personality perception by using Jennifer Aaker’s brand personality scale. Data were collected using a questionnaire from 400 Cola drinking consumers who live in Bangkok. Statistics used for
1 Instructor of Advertising department, Communication Arts faculty, Bangkok University, e-mail: [email protected]
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Vol. 13, No.2, July - December 2014
analyses the data is Pearson’s correlations. The results show; there were positive low level correlations correlations between variables within both of hypothesis at 0.01 significant level. Because of p value < 0.01, Pearson’s correlations (r) = 0.309 and 0.254 order by order.
Keywords: Media Exposure, Consumer Perception, Brand Communication Tool, Brand Personality, Cola Drinking, Coca Cola
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3 2555 –
2554
(Advertising) (Integrated Brand Communication)
(Marketing Promotion)
(Brand of Mind)
(O'Guinn, Allen, & Semenik, 2012)
(Brand Personalities)
(Tangible)
(Aaker, 2012) (Relevant)
BU ACADEMIC REVIEW
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(Engagement) (Brand Loyalty) (Sugiyama & Angdree, 2011)
-
6 1)
2)
3) 4)
- 5) (Correlations)
- 6)
-
3 1 2
3
“Big 5” 5 Jennifer Aaker “Building Strong
Brand” Aaker (2012)
7 “Advertising and Integrate Brand Promotion” (O’ Guinn, Allen, & Semenik, 2012) “Advertising and Promotion” (Belch & Belch, 2012) “Advertising and Promotion” (Hackley, 2011) “Marketing Communications: Integrating Offline and Online with Social Media” (Smith & Zook, 2011) “Convergence Marketing; Strategies for Reaching The New Hybrid Consumer” (Wind, Mahajan & Gunthur, 2002) “An Integrated Communication Planning in The Digital Era” (Young, 2010) “Advertising Promotion, and Others Aspects of Integrated Marketing Communications” (Shimp, 2010)
17 4 1 (Mass Media)
2 (Internet)
(Social Media Networking) (Online Community)
3 (Influencer)
4 (Give Away)
2 “Consumer Behavior” (Schiffman,
Kanuk, & Hansen, 2012). “Consumer Behavior: Buying, Having, and Being” (Solomon, 2012) “Advertising and Promotion: An Integrated
125
Vol. 13, No.2, July - December 2014
Marketing Communication Perspective 7/e” (Belch & Belch, 2012) 10
1
-
2
-
400 (Purposive Sampling) ( , 2554)
10 – 60
2556
5 3 4 4
5 5 1 6
(Nominal Scale) (Ordinal Scale) ( , 2554) 2
(Consumers' Personality) 5 3
(Brand Communication Tools' Exposure) 17
4 - 10 5
- (Brand Personalities' Perception) 5
2 – 5
(Interval Scale) 5 Likert ( , 2554)
1 – 5
5 0.8 1.00 – 1.80
1.81 – 2.61 2.62 – 3.42 3.43 – 4.23 4.24 – 5.00
(Frequency) (Percentage) (Mean) (Standard deviation: S.D.)
(Pearson’s Correlations) 0.05 ( = 0.05)
400 184 ( 46.0) 216 ( 54.0) 21 – 30 1 96 ( 24.0)
2 31 – 40 83 ( 20.8) 3 10 -20 77 ( 19.3)
4 50 – 60 75 ( 18.8 ) 5 41 – 50 69 (
17.3) 1
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1
Frequency Valid Percent
Cumulative Percent
10 - 20 77 19.3 19.3 21 - 30 96 24.0 43.3 31 - 40 83 20.8 64.0 41 - 50 69 17.3 81.3 51 75 18.8 100.0
Total 400 100.0
1 205 ( 51.3) 2 94 ( 23.5)
3 67 ( 16.75)
4 30 ( 7.5) 5
4 ( 10) 2
2
Frequency Valid Percent
Cumulative Percent
94 23.5 23.5 30 7.5 31.0 205 51.2 82.3
67 16.8 99.0 4 1.0 100.0 Total 400 100.0
1 130 ( 32.5) 2 74
( 18.5) 3 65 (
16.3) 4 56 ( 14.0) 5 50 ( 12.5) 6
25 ( 6.3) 3
3
Frequency Valid Percent
Cumulative Percent
2 0.5 0.5 23 5.8 6.3
50 12.5 18.8 56 14.0 32.8
130 32.5 65.3 65 16.3 81.5
74 18.5 100.0 Total 400 100.0
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Vol. 13, No.2, July - December 2014
8,000 1 93 ( 23.3) 2
8,000 – 16,000 91 ( 22.8) 3 40,000 71 (
17.8) 4 16,000 – 24,000 57
( 14.3) 5 2 24,000 – 32,000 32,000 – 40,000
2 44 ( 11.0) 4
4 (Income per Month)
Frequency Percent Valid
Percent Cumulative
Percent 8,000 93 23.3 23.3 23.3
8,001 - 16,000 91 22.8 22.8 46.0 16,001 - 24,000 57 14.2 14.2 60.3 24,001 - 32,000 44 11.0 11.0 71.3 32,001 - 40,000 44 11.0 11.0 82.3 40,001 71 17.8 17.8 100.0
Total 400 100.0 100.0
255 ( 63.8) 145
( 36.3)
(Selves – Personalities’ Perception) 5 “Big Five” Jennifer Aaker (Aaker, 2012)
(Mean = 3.5720 S.D. = 0.5876)
5
1 – 5
“ ” 1 (Mean = 4.0950 S.D. = 0.7985) 2
“ ” (Mean = 3.6525 S.D. = 0.9076) 3
“ ” (Mean = 3.6225 S.D. = 0.8871) 5
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5 5 “Big Five” Jennifer Aaker (Aaker, 2012)
5
(Mean)
(S.D.)
1 (Sincerity) (Down – To – Earth) (Honest) (Wholesome) (Cheerful)
4.0950 0.7985
2 (Cheerful) (Daring) (Spirited) (Imaginative) (Up-To-Date)
3.6525 0.9076
3 (Competence) (Considered) (Reliable) (Intelligent) (Successful)
3.6225 0.8871
4 (Sophisticate) (Upper Class) (Charming)
3.0650 0.9343
5 (Ruggedness) (Tough) (Outdoorsy)
3.4250 1.0330
5
3.5720 0.5876
(Brand Communication
Tools’ Exposure) 17
(Mean = 3.5720 S.D. = 0.7701) 1 – 5
1
(Mean = 4.5250 S.D. = 0.6523) 2 (Mean =
3.6700 S.D. = 0.9943) 3 (Mean = 3.3500 S.D. = 1.1601)
4 1
(Mass Media) 2 (Internet)
3 (Influencer) 4 (Give Away)
1 (Mean = 3.2222 S.D. = 0.6539) 2
(Mean = 2.9908 S.D. = 0.9845) 3
(Mean = 2.9700 S.D. = 0.9110) 4 (Give Away)
(Mean = 2.9075 S.D. = 1.1345)
9
1 (Mean = 4.5250 S.D. = 0.6523) 2
(Mean = 3.6700 S.D. = 0.9943) 3
(Mean = 3.3500 S.D. = 1.1601)
(Mean = 2.1125 S.D. = 1.0760) 9
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4
Facebook Instagram Twitter 1
(Mean = 2.5975 S.D. = 1.2588) 2
(Mean = 2.5175 S.D. = 1.1670) 3 YouTube, Pantip
Sanook (Mean = 2.4850 S.D. = 1.2097)
3
1
(Mean = 3.2225 S.D. = 1.1385) 2
(Mean = 2.9650 S.D. = 1.1968) 3
(Mean = 2.7850 S.D. = 1.2339) 6
6 17
(Mean)
(S.D.) 1 (Television) 4.5250 0.6523 2 (radio) 3.0275 1.0885 3 (Film) 3.3500 1.1601 4 (Newspaper) 3.0925 1.0709 5 (Magazine) 2.9975 1.1071 6 (Out of Home / Out Door Media) 3.6700 0.9943 7
(Transit Media) 3.3450 1.0067
8 (Building Wrap) 2.8800 1.1828 9 2.1125 1.0760
1 (Mass Media)
3.2222 0.6539
10 2.5175 1.1697 11 (Social Media) Facebook Instagram Twitter 2.5975 1.2588
12 (Social Media Communities) YouTube Pantip
Sanook 2.4850 1.2097
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6 17 ( )
(Mean)
(S.D.) 13 e-mail 1.8600 1.0669
2 (Internet)
2.9700 0.9110
14 (Brand Ambassador / Presenter / Endorsement)
3.2225 1.1385
15 2.9650 1.1968 16 2.7850 1.2339
3 (Influencer)
2.9908 0.9845
17 4 (Give Away)
2.9075 1.1345
17 4
3.5720 0.77012
(Brand Awareness)
10
Mean = 3.3923 S.D. = 1.0292
1 – 5
1
(Mean = 4.2800 S.D. = 0.8300) 2 (Mean = 4.0625
S.D. = 0.8863) 3 (Mean = 3.6500 S.D. = 1.01493)
10
(Mean = 2.9325 S.D. = 1.1118) 7
7
(Black Carbonate Drinking Brand Awareness)
(Mean)
(Standard Deviation)
1 (Brand Name) 4.2800 0.8297 2 (Brand Logo) 4.0625 0.8863 3 (Brand Slogan) 3.2775 1.0622
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Vol. 13, No.2, July - December 2014
7 ( )
(Black Carbonate Drinking Brand Awareness)
(Mean)
(Standard Deviation)
4
(Sale Promotion) 2.9325 1.1118
5 3.6500 1.01493
6
(Brand Ambassador / Brand Presenter / Brand Endorsement)
3.2150 1.1144
7 (Public Relations) 3.2625 1.0253
8
(Marketing Event) 3.0725 1.02707
9
(Sponsorship) 3.1750 1.1124
10
(Social Responsibility) 2.9950 1.1082
10 3.3923 1.0292
- (Brand Personalities’ Perception)
5 “Big Five” Jennifer Aaker (Aaker, 2012)
(Mean = 3.7005 S.D. = 0.6302) 1 – 5
- -
“ ” 1 (Mean = 3.8850 S.D. = 0.8267) 2
“ ” (Mean = 3.8200 S.D. = 0.8272) 3 “
” (Mean = 3.7600 S.D. = 0.8118) 4 “ ”
(Mean = 3.5650 S.D. = 0.9634) 5 “ ”
(Mean = 3.4725 S.D. = 0.9308) 8
BU ACADEMIC REVIEW
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8 - “Big Five” Jennifer Aaker (Aaker, 2012)
- 5
(Mean)
(Standard Deviation)
1 (Sincerity) (Down – To – Earth) (Honest) (Wholesome)
(Cheerful) 3.8200 0.8272
2 (Cheerful) (Daring) (Spirited) (Imaginative) (Up-To-Date) 3.8850 0.8267
3 (Competence) (Considered) (Reliable) (Intelligent) (Successful)
3.7600 0.8118
4 (Sophisticate) (Upper Class) (Charming) 3.4725 0.9308
5 (Ruggedness) (Tough) (Outdoorsy) 3.5650 0.9634
- 5 3.7005 0.6302
-
1 Pearson’s Correlations 0.05
(r) Bartz (1999, , 2554) 5 r 0.20
r = 0.21 - 0.40 r = 0.41 - 0.60
r = 0.61 - 0.80 r 0.81
0.01 (r = 0.309, p < 0.01) 9
9
- Pearson’s Correlations
(r) - 1 0.309**
- 0.309** 1 ** Correlation is significant at the 0.01 level (2 – tailed).
-
2
Pearson’s Correlations
0.01 (r = 0.254, p < 0.01) 10
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Vol. 13, No.2, July - December 2014
10 - Pearson’s Correlations
(r)
-
1 0.254**
- 0.254** 1
** Correlation is significant at the 0.01 level (2 – tailed).
“ ” “ ”
“ ” 5
“Big Five” Jennifer Aaker (Aaker, 2012)
-
17 4
4
4
1 2 3 4
Wind, Mahajan, Gunthur (2002) “Convergent Marketing”
1
(Brand Presenter) Drewniary Jewler (2014)
Vollmer Precourt (2008) “Always On; Advertising, Marketing, and Media in The New Era of Consumer Control (Strategy + Business)”
(Film)
(Out of Home / Out Door Media)
(Transit Media) Lifestyle
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– Kelley, Jugenheimer Sheehan
(2012)
(Give Away)
Imbriale (2007)
(Free and Cheap)
17 Vollmer Precourt (2008)
Campbell, Martin Fabos,
(2012) (Interactive Media)
(Social Media) (Social
Community) e- mail Intelligent Media
(Cited in; Bowdery, 2008) 40
(Intrusive Advertising)
(New Media)
Roezter (2012)
(2554, , 2556)
16 – 31
31 – 48
(The
Fragmented Consumer) Solomon (2012)
(Brand Name) - 1 2
(Brand Logo) 3
Moolla Bisschoff
(2012, , 2557)
Kapferer (2013)
(Graphic)
Vollmer Precourt (2008)
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Vol. 13, No.2, July - December 2014
- (Brand Personality’s Perception) -
“ ” “ ” “ ”
- 5
“Big Five” Aaker (2012)
- 1
- 2
- 0.01 Aaker (2012)
(Brand Personality)
(Brand Relevant)
1 -
Walters (1978, , 2556)
2
-
Kotler, Kartajaya Setiawan (2011)
(Globalization)
“Multitasking” Wertime Fenwick
(2008)
Solomon (2012)
2
(Gralpois, 2010)
(Electronic Catalog)
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(Bowdery, 2008)
(Roetzer, 2012)
(Bowdery, 2008)
(Bowdery, 2008)
(Calder & Kotler, 2008)
“Through the Line Media”
(Clow & Baack, 2012)
“ ” (Brand Value Chain)
(Vollmer & Precourt, 2008)
(Emotional Satisfaction Associations)
(Jones, 2006)
“ ” “ ” 12 .
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“ ” / 50%. (2556, 6-8 ). . 1.
. (2556). . BU Academic Review, 12(1), 34-45.
. (2556). . BU Academic Review, 12(1), 72-85. “ " " " " 2 1 , (2556, 18 ). . 27 2556, http://www.bangkok biznews.com/home/media/2013/03/15/image s/news_img_495348_1.jpg
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