Thailand has often been referred to as the “kitchen of the world” whose food industry represents over 20% of its gross domestic production (GDP). As part of this, Thailand’s seafood processing industry is now ranked fourth globally, contributing over US$6.5 billion to the economy. The researchers, therefore, set out to investigate the impact of consumers’ attitudes, product quality, value, branding, and product identity on five nationally recognized canned seafood product brands. Using systematic random sampling, 400 questionnaires were collected from consumers shopping at five Bangkok metropolitan area supermarkets. A confirmatory factor analysis was first used, followed by structural equation modeling to analyze the interrelationships of the five constructs. Results showed that all variables influenced identity, which included attitude, value, brand, and quality (0.90, 0.53, 0.50, and 0.25, respectively).
Keywords: attitudes, brand, food, nutrition, quality, valueAaker, D. A. (1996). Managing brand equity: Capitalizing on the value of the brand name. New York, NY: The Free Press.
Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership. New York, NY: The Free Press.
Agrawal, A. J. (2017, April 6). Why product quality is an underrated marketing hack. Forbes Online. Retrieved from http://tinyurl.com/y72zsstn
Apisitniran, L. (2016, August 26). Tuna shippers voice woes over rising baht. Bangkok Post. Retrieved from http://tinyurl.com/yaabe8b7
Arnold, J., Cooper, C., & Robertson, I. (1995). Work psychology: Understanding human behaviour in the workplace. London, UK: Pitman Publishing.
Baalbaki, S. S. (2012). Consumer perception of brand equity measurement: A new scale (Unpublished doctoral dissertation). University of North Texas, TX. Retrieved from http://tinyurl.com/ljkdacw
Boccuzzi, E. (2015, September). Migrant and child labor in Thailand`s shrimp and other seafood supply chains. Asia Foundation and ILO. Retrieved from http://tinyurl.com/yclj8263
Byrne, B. M., Shavelson, R. J., & Muthén, B. (1989). Testing for the equivalence of factor covariance and mean structures: The issue of partial measurement invariance. Psychological Bulletin, 105, 456–466. Retrieved from http://tinyurl.com/jjxcxb6
Chaudhuri, A., & Holbrook, M. (2001). The chain of effects from brand trust and brand effect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–-93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chen, F., Curran, P. J., Bollen, K. A., Kirby, J., & Paxton, P. (2008). An empirical evaluation of the use of fixed cutoff points in RMSEA test statistics in structural equation models. Social Methods Research, 36(4), 462 – 494. http://dx.doi.org/10.1177/0049124108314720
Chow, S., & Holden, R. (1997). Toward an understanding of loyalty: The moderating role of trust. Journal of Managerial Issues, 9(3), 275-398. Retrieved from http://tinyurl.com/kz74rd6
Chow, I. H-s., Lau, V. P., Lo, T. W-c., Sha, Z., & Yun, H. (2007). Service quality in restaurant operations in China: Decision-and experiential-oriented perspectives. International Journal of Hospitality Management, 26(3), 698 – 710. https://doi.org/10.1016/j.ijhm.2006.07.001
Conte, F., Passantino, A., Longo, S., & Voslářová, E. (2014). Consumers` attitude towards fish meat. Italian Journal of Food Safety, 3(3). https://doi.org/10.4081/ijfs.2014.1983
Cronbach, L. J. (1997). Essentials of psychological testing. Boston, MA: Allyn & Bacon.
Dick, A., & Basu, K. (1994). Customer loyalty: Towards an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99 – 113. https://doi.org/10.1177/0092070394222001
Errighi, L., Mamic, I., & Krogh-Poulsen, B. (2016, April). Global supply chains: Insights into the Thai seafood sector. Bangkok, Thailand: ILO DWT for East and South-East Asia and the Pacific. Bangkok, Thailand. Retrieved from http://tinyurl.com/yb2wqphm
Farquhar, P. H. & Herr, P. M. (1992). The dual structure of brand association. In D. A. Aaker, & A. L. Biel (Eds.), Brand equity & advertising: Advertising`s role in building strong brands, (pp. 263-–277). Hillsdale, NJ: Lawrence Erlbaum Associates Publishers.
Food and Agriculture Organization. (2016). The State of World Fisheries and Aquaculture 2016:. Contributing to food security and nutrition for all. Rome, Italy: United Nations. Retrieved from http://tinyurl.com/y9f5w7r8
Food and Agriculture Organization. (2018). Global canned tuna trade unstable with stagnant US demand and declining Middle Eastern imports, while EU28 imports up moderately. Retrieved from https://tinyurl.com/yc3p5fdq
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-–50. https://doi.org/10.2307/3151312
Garcia, S. M., & Rosenberg, A. A. (2010). Food security and marine capture fisheries: Characteristics, trends, drivers and future perspectives. Philosophical Transactions of the Royal Society of London. Series B, Biological Sciences, 365(1554), 2869-–2880. https://doi.org/10.1098/rstb.2010.0171
Garland, R., & Gendall, P. (2004). Testing Dick and Basu`s customer loyalty model. Australasian Marketing Journal, 12(3), 81–-87. https://doi.org/10.1016/s1441-3582(04)70108-1
George, D., & Mallery, P. (2010). SPSS for Windows step by step: A simple guide and reference 17.0 Update (10th ed.). Boston, MA: Pearson.
Greenpeace USA. (2016). From sea to can: 2016 Southeast Asia canned tuna ranking. Retrieved from http://tinyurl.com/yblq4u38
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, CA: Sage.
Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal of Hospitality Management, 50, 84 – 93. https://doi.org/10.1016/j.ijhm.2015.06.010
Harre, R., & Secord, P. (1973). The explanation of social bahaviour. Totowa, NJ: Littlefield, Adams.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1 – 55.
http://dx.doi.org/10.1080/10705519909540118
Janssen, P. (2017, November 1). Labor pains squeeze fast aging Thailand. Asia Times. Retrieved from http://tinyurl.com/yb9snrra
Jöreskog, K. G., Olsson, U. H., & Fan, Y. W. (2016). Multivariate analysis with LISREL. Berlin, Germany: Springer.
Kapferer, J. N. (1997). Strategic brand management: Subtitle here. London, UK: Kogan Page.
Keller, K. L. (2005). Strategic Brand Management Process. In F. R. Esch FR. (Ed.),
Moderne Markenführung [English translation here] (pp. xx–xx). Wiesbaden, Germany: Gabler Verlag.
Kim, W. G., & Kim, H-B. (2004). Measuring customer-based restaurant brand equity. The Cornell Hotel and Restaurant Administration Quarterly, 45(2), 115 – 131. http://dx.doi.org/10.1177/0010880404264507
Kim, D., Magnini, V. P., & Singal, M. (2011). The effects of customers’ perceptions of brand personality in casual theme restaurants. International Journal of Hospitality Management, 30(2), 448-458. https://doi.org/10.1016/j.ijhm.2010.09.008
Kenny, D. A., & McCoach, D. B. (2003). Effect of the number of variables on measures of fit in structural equation modeling. Structural Equation Modeling, 10(3), 333–-351. http://dx.doi.org/10.1207/S15328007SEM1003_1
Lee, Y., & Chang, J. B. (2014). The effect of brand equity across seafood products.
Paper presentation presented at the Southern Agricultural Economics Association’s 2014 SAEA Annual Meeting, Dallas, Texas, February 1-4. Retrieved from http://tinyurl.com/yan9qnmm
Likert, R. (1972). Likert technique for attitude measurement. In W. S. Sahakian (Ed.),. Social psychology: Experimentation, theory, research (pp. xxx–xxx). Scranton, PA: Intext.
Maddala, G. S. (1983). Limited-dependent and qualitative variables in econometrics. Cambridge, UK: Cambridge University Press.
Mereghetti, M. (2017, January 24). Tuna exports from Thailand drop, as Bangkok skipjack prices reach $1,700/t. Undercurrent News. Retrieved from http://tinyurl.com/y84xwt8m
Merle, K. (2017). Chapter 12 Thailand’s sufficiency economy and sustainable consumption and production. In A. Editor, B. Editor, C. Editor & D. Editor (Eds.), Book title (pp. xxx–xxx). Place of publication: European Union. Retrieved from http://tinyurl.com/yda8j8tg
Midttun, V. (2015). Challenges and opportunities launching new canned seafood products to Danish consumers (Unpublished master’s thesis). Copenhagen Business School, Denmark. Retrieved from http://tinyurl.com/ychwqxqm
Ministry of Foreign Affairs. (2016). Sufficiency Economy Philosophy: Thailand’s path towards sustainable development goals. Retrieved from http://tinyurl.com/y7jrs3f4
Morrissey, M., & DeWitt, C. (2013). Value-added seafood. In I. S. Boziaris (Ed.), Seafood processing: Technology, quality and safety (pp. xx–xx). Place of publication: John Wiley Online Library & Sons, Ltd. https://doi.org/10.1002/9781118346174.ch13
Nickson, A. (2016). Netting billions: A global valuation of tuna. The Pew Charitable Trusts. Retrieved from http://tinyurl.com/yba9vg9h
Nguyen, T. T. T., & Thanh, Q. (2016). An analysis of brand personality on brand loyalty in Frozen Seafood Supermarkets in Ho Chi Minh City. Journal of Aquaculture Research & Development, 7, 1–-8.
https://doi.org/10.4172/2155-9546.1000412
O’Callaghan, K. A. M., & Kerry, J. P. (2016). Consumer attitudes towards the application of smart packaging technologies to cheese products. Food Packaging and Shelf Life, 9, 1 -–9. https://doi.org/10.1016/j.fpsl.2016.05.001
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33–-44. https://doi.org/10.2307/1252099
Park, S.-H. (2009). The antecedents and consequences of brand image: Based on Keller’s customer-based brand equity (Unpublished doctoral dissertation). Ohio State University, Columbus, OH. Retrieved from http://tinyurl.com/lfh5asv
Pindyck, R. S., & Rubinfeld, P. L. (1991). Econometric models and economics forecasts. New York, NY: McGraw-Hill.
Pumim, A., Srinuan, C., & Panja Kajornsak, V. (2017). Mobile phone customer loyalty in Thailand: A path analysis case study. Asia-Pacific Social Science Review, 16(3), 65-–82. Retrieved from https://tinyurl.com/y7y9gxz4
Rasch, G. (1980). Probabilistic models for some intelligence and attainment tests. Chicago, IL: University of Chicago Press.
Ravaja, N., Somervuori, O., & Salminen, M. (2013). Predicting purchase decision: The role of hemispheric asymmetry over the frontal cortex. Journal of Neuroscience, Psychology, and Economics, 6(1), 1–xx.
Rigaux-Bricmont, B. (1982). Influences of brand name and packaging on perceived quality. In A. Mitchell (Ed.), Advances in Consumer Research (pp. 42 – 477). Ann Arbor, MI: Association for Consumer Research.Rovinelli, R. J., & Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion referenced test item validity. Dutch Journal of Educational Research, 2, 49–-60.
Rust, R. T., Zeithaml, V., & Lemon, K. (2000). Driving customer equity: How Customer lifetime value is reshaping corporate strategy. New York, NY: The Free Press.
Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200
Ryu, K. Lee. 223. http://dx.doi.org/10.1108/09596111211206141
Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach’s alpha. International Journal of Medical Education, 2, 53 – 55. http://dx.doi.org/10.5116/ijme.4dfb.8dfd
Thai Union GroupPricewaterhouseCoopers ABAS Ltd. (2017). Auditor’s report on the review of the interim financial information of Thai Union Group Public Company Limited. Bangkok: Author. Retrieved from http://tinyurl.com/ycdeeo3n
Underwood, R. L. (2003). The communicative power of product packaging: Creating brand identity via lived and mediated experience. Journal of Marketing Practice and Theory, 11(1), 62-–76.
http://dx.doi.org/10.1080/10696679.2003.11501933
United Nations Environmental Programme (UNEP). (2009). The role of supply chains in addressing the global seafood crisis. Paris, France: United Nations Environmental Programme. Retrieved from http://tinyurl.com/kj8dwpb
Upshaw, L. N. (2000). Building brand identity. New York, NY: John Wiley & Sons.
Viettrack. (2009). Vietnam regional differences - HCMC, Hanoi, Central (Danang),
Mekong Delta (Can Tho) in brand attitudes, service requirement, price sensitivity, channel preference and A&P preferences. Retrieved from http://tinyurl.com/y726tphh
Wang, E. S. (2013). The influence of visual packaging design on perceived food product quality, value, and brand preference. International Journal of Retail and Distribution Management, 41(10), 805–-816. https://doi.org/10.1108/IJRDM-12-2012-0113
Yaklai, P., Suwunnamek, O., & Srinuan, C. (2017). Effects of intellectual capital and knowledge management on Thai food industry innovation: A conceptual perspective. Asian International Journal of Social Sciences, 17(1), 55 – 98. https://doi.org/10.29139/aijss.20170103
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-–211. https://doi.org/10.1177/0092070300282002