Brand Endorsement by Celebrity in Thailand: 7Ps of Marketing Mix and the Impact of Brand Alliance

Abstract

Abstract-Thailand, a developing country where textile fashion business is supported from the government and is growing fast which is interesting in brand alliance education. While there are more retails of new face fashion designers have been building their own brands, to crack market is not easy. Brand alliance then has been seen as an alternative way to accelerate market. This paper aims to discover the impact of celeb brand endorsement towards consumer, the 7P's of marketing mix and the experience of consumers in buying brand endorsement by celebrity products, especially the celebrity as the designer in textile fashion products. This exploratory research based on responses from 400 customers in a store where is the pioneer of "celebrity designer and the brand endorser" in Thailand. The result implies that customers give credit to celeb and accept as the brand's designer team to design the products. Moreover, the 7Ps of marketing mix play the affecting role toward consumers in buying endorsed brand product by celeb, especially process factor while physical evidence play less important factor. Besides, the experiences of consuming the celeb endorsed brand products are excellent. Most respondents are pleased with the products and their satisfaction is more than expectation.Index Terms-Brand endorsement, brand alliance, consumer, celebrity, 7Ps of marketing mix, Thailand.  I. INTRODUCTIONIn Thailand, industries which have been tough stroke by the economic crisis are building materials, motor vehicles and transport equipment. In contrast, petrochemicals, and textiles industries continued to rise in spite of the economic crisis [1]. Textile industry is a term used for industries primarily concerned with the design or manufacture of clothing as well as the distribution and use of textiles including fashion business [2]. Today's fashion has changed rapidly. Many garments firms have been establishing while many garments firms have gone. Most firms must compete with the economic crisis and new trends that has been changed every single day. Some changes have occurred to many societies. For example, from agricultural society to industrial society, from world's food production country to the world's fashion production country [3]. Strategic alliance has been seen as an important tool to accelerate market [4]. Brand Alliance is as Brand endorsement.Brands endorsement, a type of strategic alliance by celebrities has been using over the past years as another ). While in Thailand, brand which is endorsed by celebrity is still a new marketing strategy, especially celebrities as designers. CPS CHAPS, a famous authentic Thai brand in Thailand has used the brand alliance strategy which the brand is endorsed by a celebrity named Chermarn Bunyasak or "Ploy". CPS is the first brand in Thailand that uses this kind of strategy by taking Chermarn to join the designer team. Chermarn has played an important role as the representative of today's trendy women who has an individual personality and clear style like the brand image. Chermar...