The Cultural Identity for Brand Communication of Thai Products in Korean Style that Influences Perceived Brand Equity of Entrepreneurs in Songkhla Province.

Abstract

This research is mixed-method research with the objective of studying the cultural identity of Thai products in Korean style, study the design and development guidelines for Thai product brands in Korean style and test brand communication affecting brand awareness for Thai products in Korean style of entrepreneurs in Songkhla province. Qualitative data were collected from 40 entrepreneurs in Songkhla province and quantitative data were collected from 100 consumers. Descriptive and statistical data were analyzed. It was found that the cultural identity of Thai products in Korean style consists of 6 components: Korean culture and tradition, technology and modernity, Korean entertainment industry, Korean simplicity and beauty, and attention to detail and quality. There are 3 approaches to design and develop Thai products in Korean style brands: 1) Creating and designing physical characteristics of the brand to make it Korean-style; 2) Incorporating Korean culture into products and services and 3) using Korean symbols in advertising and public relations. As for the efficiency test of brand communication affecting brand equity, it was found that the design of Thai products in Korean style brands had a statistically insignificant effect on brand awareness at the 0.05 level and had a low correlation value (r = 0.243). It was found that the brands of Song Eun So Autumn Coffee CanCake, Pung Aoi Su and Songkhla Go Real Mart have a high influence on brand awareness.