Journal of Innovative Business Management Research

Analyzing Brand Personality of Premium Cat Food Using Brand Archetype Approach

Raksina Rakdaeng, Koblarp Chandrasapth — Thu, 29 May 2025 00:00:00 +0700

This study aims to analyze the brand personalities of premium cat food brands in Thailand using Jung's brand archetype framework. We adopt a qualitative content analysis combined with semiotic analysis to examine three sources of brand marketing materials: brand websites, product packaging labels, and official Facebook pages from three premium cat food brands in Thailand. The findings reveal that all three brands share three primary brand archetypes: the Sage, the Caregiver, and the Creator. However, the frequency and emphasis of these archetypes vary across brands, shaping distinct brand personalities and communication styles. Additionally, each brand adopts different secondary archetypes, further differentiating their identities despite operating within the same premium market segment. The study also finds that all three brands align their brand communication strategies with their respective visions and missions. This study concludes by discussing theoretical and practical implications and offering recommendations for future research.

Analyzing Brand Personality of Joke Nai Tho Restaurant Using Brand Archetype Approach

Nutcha Tho-sanguan, Dr. Koblarp Chandrasapth — Thu, 29 May 2025 00:00:00 +0700

This study aims to analyze brand personality of Joke Nai Tho Restaurant using Jung’s Brand Archetype framework. We adopt a qualitative content analysis combined with semiotic analysis to examine three sources, utilizing both primary and secondary data collection techniques. Primary data was gathered through in-depth interviews conducted with 14 customers who had visited the restaurant at least once in the past three months and were over 18 years old, as well as the owner of the Joke Nai Tho Restaurant. Using semi-structured interviews and projective techniques. Secondary data was collected from visual and textual content via Facebook page. The findings identified three key brand archetypes that the most frequently observed identified brand archetypes: the Regular Guy, the Caregiver and the Creator. However, while the Regular Guy and the Caregiver archetypes demonstrated consistent information across all three data sources, the Creator archetype presented a divergence between the brand’s owners’ perspective and strong customer perception. This study concludes by discussing the theoretical and practical implications and offers recommendations for future research.

Factors Affecting Breakfast Consumption Behaviour of Bachelor Business Administration Degree Students in Thailand’s Secondary Tourism Policy Province

Anisara Sungchuai — Thu, 29 May 2025 00:00:00 +0700

Breakfast consumption among young adults in Thailand has shown a declining trend, particularly in the southern region, where a significant number of individuals aged 15 to 24 regularly skip breakfast (Health Data, 2018). This study explores the factors affecting breakfast consumption behaviour among Bachelor of Business Administration (BBA.) students at Rajamangala University of Technology Srivijaya, Nakhon Si Thammarat Campus—one of Thailand’s secondary tourism policy provinces since 2019. With its agricultural richness and unique local culture, the region presents both opportunities and challenges to students’ dietary habits. Employing descriptive research design, data collected in 2020 using structured questionnaires from students and thematic analysis. The results indicate that personal behaviour, especially sleep and wake patterns, significantly affects breakfast consumption. Despite awareness of the nutritional benefits of breakfast, students often prioritise convenience due to lifestyle and time management challenges, frequently opting for ready-to-eat or fast food, or skipping the meal altogether. Conversely, those who manage their time well are more likely to consume traditional, nutrient-rich local foods. Environmental factors, particularly weather conditions and food accessibility, were also found to influence eating behaviour. Contrary to trends observed in other regions, economic issues and academic workload were found to have a minimal impact.

This research provides new insights into the understanding of breakfast consumption within the socio-cultural and geographical context of a secondary tourism area. It emphasises the need for integrated interventions at the university level, such as time-management education, healthy food accessibility programs, and health-promotion campaigns aligned with Sustainable Development Goal 3: Good Health and Well-being. While the study was conducted before the COVID-19 pandemic, which may have altered behavioural patterns, future research should investigate the long-term impact of the pandemic on students’ dietary habits. Further investigations may also explore gender-specific behaviour, longitudinal health outcomes, and the role of institutional support systems.

The Path to Success for Modern Hotel Entrepreneurs

Anirut Jaroensuk — Thu, 29 May 2025 00:00:00 +0700

This study aims to analyze the key characteristics, strategies, and strategic frameworks that contribute to the success of modern hotel entrepreneurs within the context of a rapidly evolving digital economy and shifting consumer behavior. Employing a Systematic Literature Review (SLR) methodology, the research draws upon theoretical frameworks including the Resource-Based View (RBV), Dynamic Capabilities, Effectuation, Entrepreneurial Resilience, and Digital Business Agility. Relevant academic literature published between 2015 and 2024 was systematically reviewed from international databases such as Scopus, Web of Science, ScienceDirect, Emerald Insight, and TCI. The findings reveal that successful hotel entrepreneurs tend to exhibit four essential characteristics: (1) a digital mindset, (2) creative and innovative thinking, (3) data-driven strategic decision-making, and (4) ethical and visionary leadership. Furthermore, the study identifies several effective operational strategies, including personalized customer experience design, digital marketing through social media and influencers, automation technologies for cost management, and sustainable business practices across economic, social, and environmental dimensions. Based on the synthesis of the literature, the study proposes a new strategic framework entitled the “DIGIPERSE Model,” which comprises three core components: (1) Digital Empowerment—leveraging digital technologies to enhance business capabilities, (2) Personalized Journey—designing customer-centric services, and (3) Diverse Experience Offerings—creating meaningful and varied guest experiences. The DIGIPERSE Model serves as both a theoretical construct and a practical tool for empowering next-generation hotel entrepreneurs to strengthen their competitiveness in the creative and digital economies.

Behavior of Consumers in Chiang Mai Province Towards Management of Post-used Beverage Packaging Disposal

Tanakrid Buaphong, Koblarp Chandrasapth — Thu, 29 May 2025 00:00:00 +0700

The issue of beverage packaging waste is a significant environmental concern, particularly in Chiang Mai, where high tourism activity contributes to increasing waste levels. This study aims to examine consumer behavior in managing post-consumed beverage packaging using the Theory of Planned Behavior (TPB) as the primary analytical framework. The study focuses on three key factors: Attitude Toward Behavior, Subjective Norms, and Perceived Behavioral Control influencing consumer intentions and actions. This research employs a qualitative approach through in-depth interviews with 30 consumers residing in Chiang Mai. Data was analyzed using Thematic Analysis, revealing that consumers with a positive attitude and social support are more likely to engage in proper waste management practices. Additionally, convenience and perceived behavioral control significantly influence actual behavior. Key challenges identified include the complexity of waste separation, lack of knowledge on recycling, and low confidence in waste management systems, leading some consumers to opt out of waste separation practices. The findings highlight opportunities to promote sustainable packaging waste management through education on the 3Rs (Reduce, Reuse, Recycle), improvements in waste management infrastructure, and encouraging businesses to adopt eco-friendly packaging. The insights from this study can inform public policy development and marketing strategies to enhance consumer participation in reducing beverage packaging waste.