COMMUNICATION THROUGH LINE APPLICATION STICKER AND BRAND RECOGNITION OF BANGKOK BANK

Abstract

This paper aims to study a communication through LINE application sticker and brand recognition of Bangkok bank. The study used closed-end questionnaire approved of reliability and validity to collect the data from 200 samples who are the Bangkok bank’s customers using LINE application. Statistical method used for hypotheses test is Multiple Regression Analysis (MRA).

The survey showed that the majority of the samples are female as 73 percent of the total amount, 31-35 years old as 55.5 percent of the total amount, education level at bachelor’s degree as 78 percent of the total amount, and earning 10,001 - 20,000 bath per month as 22 percent of the total amount. The results showed the samples agreed that the Bangkok bank’s LINE application sticker are sophistication, sincerity, ruggedness and excitement respectively.

The result of the first hypothesis is the brand awareness of Bangkok bank is affected by the characters of LINE application sticker - ruggedness, sophistication and excitement at statistically significant level of 0.05.

The result of the second hypothesis is the brand recognition of Bangkok bank is affected by the characters of LINE application sticker - ruggedness, excitement, sophistication and sincerity at statistically significant level of 0.05.

The result of the third hypothesis is the brand recall of Bangkok bank is affected by the characters of LINE application sticker - sincerity and ruggedness at statistically significant level of 0.05.

The result of the forth hypothesis is the brand loyalty of Bangkok bank is affected by the character of LINE application sticker - ruggedness at statistically significant level of 0.05.