The Influence of Product Involvement and Perceived Value on Customer Brand Engagement of Thai and Lao Consumer: A Case of Milk Products
Customer brand engagement is one of the key strategies for building good relationship between consumer and organizations because it helps maintain the existing consumer base as well as extend to new consumer. Therefore, this research aims to study the relationship and influence of product involvement and perceived value in customer brand engagement by collecting data with 400 Thai consumer and the other 400 Lao consumer and analyzing the data with Pearson Correlation and Multiple Regression. Findings reveal that product involvement in the following dimensions: interest, pleasure, sign, risk importance, and risk probability have a positive relationship with brand engagement at the context of milk products among Thai and Lao consumer. Further, perceived values in five dimensions: functional, emotional, social, epistemic, and conditional are positively associated with customer brand engagement among Thai and Lao consumer at the context of milk products. Importantly, product involvement and the overall perceived value have a positive influence on brand engagement of both Thai and Lao consumer at the context of milk products. In fact, the overall perceived value, rather than product involvement, has a more positive effect on brand engagement among Thai and Lao consumer. These results can serve as guidelines in devising marketing strategies for academics and entrepreneurs of milk industry both in Thailand and Laos through the use of product involvement and perceived value in customer brand.
Key Word- Product Involvement, Perceived Value, Customer Brand Engagement, Milk Product