Factors influencing brand salience for automotive brands of Thai consumers: the impact on brand preference.

Abstract

The purpose of this paper is to identify the factors influencing brand salience for automotive brands of Thai consumers and the impact on customer preference. The practical implication pertaining to the outcome would be to develop better marketing communication and strategy for the related car brands. The questionnaire was developed and then distributed through the online survey tool. This paper has gathered usable 101 observations. Most of them could be viewed as associated with automotive brands in Thailand. The key findings of this paper suggested that brand distinctiveness and self-congruence positively influence brand salience for automotive brands. Also, this paper also found that self-congruence and brand trust positively influence brand preference. In conclusion, as there are more and more advertisements, it is becoming harder to recognize and recall the brand correctly. Given this, car brands need to communicate in the means that build up brand salience and brand preference in order to get into and have a strong position within the customer’s consideration set.