Record Details

Factors of Food Security and Consumer-Based Brand Equity: Charoen Pokphand Foods PCL (C.P. Foods), Thailand

International Journal of Economic Practices and Theories

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Field Value
 
Title Factors of Food Security and Consumer-Based Brand Equity: Charoen Pokphand Foods PCL (C.P. Foods), Thailand
 
Creator Welch, Michael
 
Subject Marketing
Food Security, Brand Equity, Marketing
Q18, M30, M31
 
Description The focal point of this study was to find the relationships between the factors of food security, the dimensions of brand equity and the creation of consumer-based brand equity relating to individual consumers of CP Foods products inBangkok,Thailand.Methodology/Approach - The study sampled 345 respondents, 80 in each of the five most populated districts ofBangkok at the largest Tesco Lotus shopping centers, by using a 5-point Likert Scale questionnaire.Findings - The results of the study showed that the four factors of food security are correlated with, and have statistically significant relationships with the dimensions of brand equity. The findings further concluded that brand loyalty was the most influential dimension of brand equity in this study, and that the dimension of perceived quality was statistically insignificant.  Practical Implications - This research proved the existence of relationships between the factors of food security and the dimensions of brand equity. The importance of operating as a 'good neighbor,' and the need to operate from both a corporate and social perspective, suggests food industry firms should analyze the most efficient ways of employing the factors of food security when positioning their products towards consumers to help establish the requisite foundations for long term success. Originality / Value - This study contributes evidence to suggest that as the global population rises and resources become more limited, the topic of food security will rise in importance and corporations in the food industry wishing to remain competitive will benefit from internally examining and addressing their strategic food security plans. The study also deepens literature on brand equity by identifying additional external factors that contribute as influential sources to each of its dimensions.
 
Publisher International Journal of Economic Practices and Theories
 
Contributor —
 
Date 2014-02-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format —
 
Identifier http://www.ijept.org/index.php/ijept%20/article/view/Factors_of_Food_Security_and_Consumer_Based_Brand_Equity_Charoen_Pokphand_Foods_PCL_Thailand
 
Source International Journal of Economic Practices and Theories; Vol 4, No 2 (2014): Special issue on Marketing and Business Development; 304-317
2247 – 7225
 
Language eng
 
Relation http://www.ijept.org/index.php/ijept%20/article/view/Factors_of_Food_Security_and_Consumer_Based_Brand_Equity_Charoen_Pokphand_Foods_PCL_Thailand/135