Marketing Promotion Affecting the Brand Value Perception of Italian Brand Eyeglass Frames among Consumers in Bangkok

Abstract

The objectives of this research were to study 1) the marketing promotion of Italian brand eyeglass frames among consumers in Bangkok, 2) the perception of brand value of Italian brand eyeglass frames among consumers in Bangkok, and 3) the influence of marketing promotion that affects the perception of brand value of Italian brand eyeglass frames among consumers in Bangkok. The sample in this research was 400 customers who had purchased Italian optical frame brand and living in Bangkok. The researchers used a multi-stage sampling method. The research tool was a questionnaire. The statistics used in the research were frequency, percentage, means, and standard deviations and test hypothesis with multiple regression equations.            

           The results of the study found that 1) the level of opinion about the marketing promotion of Italian brand eyeglass frames among consumers in Bangkok was at high. 2) customers perceived the brand value of Italian brand eyeglass frames at high level and 3) marketing promotion including advertisement, publishing and public relations, and sales promotion affected the perception of brand value of Italian brand eyeglass frames among consumers in Bangkok with statistically significant level of 0.05. Moreover, the results of this research can be helpful in improving the marketing promotion strategies of Italian brand eyeglass frame distributors, developing brand value for Italian brand eyeglass frames and help brand managers of Italian eyeglass frame brands for choosing suitable marketing promotion tools.