dc.contributor.author | Inoil, Supunsa | en_US |
dc.contributor.author | สุพรรษา อิ่นอ้อย | en_US |
dc.date.accessioned | 2020-01-13T07:51:15Z | |
dc.date.available | 2020-01-13T07:51:15Z | |
dc.date.issued | 2020-01-13 | |
dc.identifier.uri | http://repository.rmutp.ac.th/handle/123456789/2947 | |
dc.description | วิทยานิพนธ์ (บธ.ม.) – มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2560 | en_US |
dc.description.abstract | This study was aimed to 1) to compare the brand value perception of
Rajamangala University of Technology Phra Nakhon and 2) to study the influence of
marketing mix on the brand value perception of Rajamangala University of Technology
Phra Nakhon. This research is quantitative research which included the samples of 400
undergraduate students from the first to the fourth year selected through proportional
stratified random sampling methodology. The collected data were analyzed by
frequency, percentage, mean, standard deviation and the hypothesis was tested by the
Independent sample t-test. One-way ANOVA was applied and Scheffe's, Pearson's
Product Moment Correlation Coefficient, and stepwise multiple regression analysis were
used to look into mean difference in pairs.
The results of the research on the brand value perception of Rajamangala
University of Technology Phra Nakhon revealed that the students who were different in
terms of age group, faculty, and study year perceived the brand value differently and
significantly at the 0.05 level of significance. The marketing mix factors including 1) the
available curriculum, 2) the teaching and studying location, 3) educational support,
4) academic and support staff, 5) physical environment, and 6) teaching and learning
management influenced the brand value perception of Rajamangala University of
Technology Phra Nakhon at the 0.05 level of significance. As for the marketing mix
factor and cost of education did not have the influence on brand value perception of
Rajamangala University of Technology Phra Nakhon. | en_US |
dc.description.sponsorship | Rajamangala University of Technology Phra Nakhon | en_US |
dc.language.iso | th | en_US |
dc.subject | brand value | en_US |
dc.subject | marketing mix | en_US |
dc.subject | marketing | en_US |
dc.subject | คุณค่าตราสินค้า | eu_US |
dc.subject | ชื่อตราผลิตภัณฑ์ | eu_US |
dc.title | Brand value perception of Rajamangala University of Technology Phra Nakhon. | en_US |
dc.title.alternative | การรับรู้คุณค่าตราสินค้าของมหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร | en_US |
dc.type | Thesis | en_US |
dc.contributor.emailauthor | arit@rmutp.ac.th | en_US |