The Influence of Experience in Event Marketing of Thai Beverage Public Company Limited which affects the Brand image and Purchase intention to Chang Beer products, Customers in Kamphaeng Phet Province

Abstract

This study has an objective to study the influence of experience in participation in Event marketing of Thai Beverage Public Company Limited which affects brand image and purchase intention of Chang beer of consumers in Khampangphet. This is done by studying the relationship between effect of brand’s positive and negative experiences in Event marketing which affects brand image and purchase intention of Chang beer. Samples of this study are persons who used to participate in Event marketing with Thai Beverage Public Company Limited. Event marketing are used to create shared experience with the brand through different activities such as CSR, musical activities, and sports activities. Theoretically, when consumers experience special activities, most participants usually get positive experience such as doing CSR makes them pleasurable and auspicious, happy to meet their favorite artists, and enjoy from sport. The effect from these positive experience, according to theory, is impression, satisfaction, and the good image of the brand. In fact, frequently, participants of Event marketing may negatively experience from participation. For example, they may be depressed when seeing the living conditions of the disadvantaged society, scared when there are controversies occurring in events, and annoyed by noise that is too loud in events. Therefore, it is interesting how the effect from special experience influent or related to the brand image and purchase intention of Chang beer.