Entrepreneurial branding: the influence of brand experience and brand equity on purchase decisions

Abstract

This research aims to explore the concept of Entrepreneurial Branding and its relationship with Brand Experience, Brand Equity, and Purchase Decision of consumers. The focus is on analyzing the different dimensions of each factor to provide benefits and applications for businesses and entrepreneurs. The researcher studied the renowned entrepreneur in Thailand, Oon Chanisara Wongdeeprasith, also known as Oon Diamond Grains, who is the owner of the Diamond Grains brand and several other brands under the name Branch Time Co., Ltd. This study utilized qualitative research methods, collecting data through in-depth interviews with 30 participants. The findings revealed that Entrepreneurial Branding significantly impacts Brand Experience, Brand Equity, and Purchase Decision of consumers, leading to competitive advantages. However, the researcher discovered a new relationship that reversed the reviewed literature: the relationship between Entrepreneurial Branding and Brand Experience. It is determined that Entrepreneurial Branding or Personal Branding of entrepreneurs serves as a crucial strategy for building positive relationships with consumers, resulting in trust and confidence in the brand through the communication and persona of the entrepreneur. This research will benefit entrepreneurs and those interested in future studies, both academically for further research development and practically for organizational business development. Additionally, it serves as a guideline for developing effective communication and marketing strategies to meet the needs and expectations of consumers in the present era.