04358nas|a2200469 a 4500 20260817171715.0 060509s2005 th uu|m rtt 0| a1eng d .b11987157 AIT RSPR no.SM-05-10 Jitchaya Wiroonrat Brand awareness, associations, and influences on purchasing decision : a case study of The Body Shop Thailand Pathum Thani, Thailand : Asian Institute of Technology, 2005 56 leaves : ill. Research studies project report ; no. SM-05-10 A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2005 Brand equity is a valuable asset of a company. The Body Shop brand is well known for corporate social responsibility and is building its brand based on this value. The Body Shop brand is well accepted by consumers in Thailand, however the notion about the brand may not be very sensible or relevant to those who know what the product is really like. The image of a product associated with the brand all contribute to the customer's decision. But they may have different brand knowledge and/or perceive the brand differently form what the company is projecting. It is interesting to learn how customers perceive the brand image and whether that brand knowledge influences the purchasing decisions. This research aims to gather information and analyze whether the customers have the brand awareness and associate the brand to the image the brand represents. In addition, the study would like to find whether the brand association and awareness have any influences on choosing this brand and on buying decision. The information will be gathered from both the franchisee and the customers' sides. The study focuses on The Body Shop Thailand. Results indicate that what consumers can associate with the brands can have high influence in their purchasing decisions. It is also clear that consumers who are regular customers have more knowledge and understanding about the brand's core value and corporate social responsibility. However being active in the society as social activist does not influence Thai consumers. Consumers are more interested in core product benefits. To leverage the brand in the market, the company needs to communicate more about its product benefits, then relating the tangible benefits to the company's core values. This will encourage positive attitude, right associations, strong brand equity, and finally lead increase sales revenue. Brand choice Thailand Body Shop (Firm) Johri, Lalit M., Chairperson Dimmitt, Nicholas J., Examination Committee Sununta Siengthai, Examination Committee Royal Thai Government Fellowship, Scholarship Doner Asian Institute of Technology. Research studies project report ; no. SM-05-10 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B09648 .b11987157 mnait u 240813 0 060509 m a u 0 mnait mnait mnarc mnarc mnarc 20 40 Barcode : 30050120664262 CREATED : 2006-09-05 RECORD # : i12484283 LPATRON : 1020475 LCHKIN : 2009-08-04 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 3 TOT RENEW : 1 Barcode : 30050120664288 CREATED : 2006-09-05 RECORD # : i12484295 LPATRON : 1022424 LCHKIN : 2011-12-04 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 3 TOT RENEW : 16 Barcode : 30050120378400 CREATED : 2016-05-27 RECORD # : i12998527 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120913107 CREATED : 2020-01-20 RECORD # : i13249022 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120907349 CREATED : 2020-01-28 RECORD # : i13253049 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 13246 13246 0 0 0 0 MAIN MAIN mnait 2026-08-17 50.00 0 AIT RSPR no.SM-05-10 30050120664262 2026-08-17 17:17:15 1 2026-08-17 20 0 0 0 0 MAIN MAIN mnait 2026-08-17 50.00 0 AIT RSPR no.SM-05-10 30050120664288 2026-08-17 17:17:15 2 2026-08-17 20 0 0 0 0 MAIN MAIN mnarc 2026-08-17 0 AIT RSPR no.SM-05-10 30050120378400 2026-08-17 17:17:15 1 2026-08-17 40 0 0 0 0 MAIN MAIN mnarc 2026-08-17 0 AIT RSPR no.SM-05-10 30050120913107 2026-08-17 17:17:15 3 2026-08-17 20 0 0 0 0 MAIN MAIN mnarc 2026-08-17 0 AIT RSPR no.SM-05-10 30050120907349 2026-08-17 17:17:15 4 2026-08-17 20