The Impact of Brand Blooming on Existing Brand Sustainability in Thailand

Natacha Maswichian; Pratsanee Na Keeree; Piyatida Pianluprasidh; Kassaneewa Buakeaw; Charkpunsa Tangsawedchai; Titirat Rattanasinchaiboon; Kotchaphon Pricharat; Pranchalee Weerawong; Meesuk Sangangkanawin

doi:10.2991/978-94-6463-831-8_6

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The Impact of Brand Blooming on Existing Brand Sustainability in Thailand

Authors

Natacha Maswichian¹^{, *}, Pratsanee Na Keeree¹, Piyatida Pianluprasidh¹, Kassaneewa Buakeaw¹, Charkpunsa Tangsawedchai¹, Titirat Rattanasinchaiboon¹, Kotchaphon Pricharat¹, Pranchalee Weerawong¹, Meesuk Sangangkanawin¹

¹SERC, Mae Fah Luang University, Chiang Rai, Thailand

^*Corresponding author. Email: nahtacha.mas@mfu.ac.t

Corresponding Author

Natacha Maswichian

Available Online 31 August 2025.

DOI: 10.2991/978-94-6463-831-8_6 How to use a DOI?
Keywords: Brand Blooming; Sustainability; Consumer Perception; Growth Strategies; Thailand
Abstract: This study focuses on the role of Brand Blooming strategies that contribute to brand sustainability of existing brands in Thailand, which consists of brand positioning, customer loyalty, and incremental brand expansion. The descriptive analysis was based on a quantitative, cross-sectional questionnaire survey. The sample consisted of 384 respondents. The statistical methods of regression analysis suggested that the combination of brand positioning, customer loyalty, and incremental growth strategies have an important role in brand sustainability. Regression analysis revealed R2 = 51.9%, p < 0.01, confirming the influence of brand positioning, loyalty, and incremental growth on brand sustainability. This research provides important implications for marketers who are looking to address brand sustainability in a competitive marketplace by incorporating sustainable branding practices into their brand strategies.
Copyright: © 2025 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceeding of the 1st International Conference on Lifespan Innovation (ICLI 2025)
Series: Advances in Health Sciences Research
Publication Date: 31 August 2025
ISBN: 978-94-6463-831-8
ISSN: 2468-5739
DOI: 10.2991/978-94-6463-831-8_6 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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ris enw bib

TY  - CONF
AU  - Natacha Maswichian
AU  - Pratsanee Na Keeree
AU  - Piyatida Pianluprasidh
AU  - Kassaneewa Buakeaw
AU  - Charkpunsa Tangsawedchai
AU  - Titirat Rattanasinchaiboon
AU  - Kotchaphon Pricharat
AU  - Pranchalee Weerawong
AU  - Meesuk Sangangkanawin
PY  - 2025
DA  - 2025/08/31
TI  - The Impact of Brand Blooming on Existing Brand Sustainability in Thailand
BT  - Proceeding of the 1st International Conference on Lifespan Innovation (ICLI 2025)
PB  - Atlantis Press
SP  - 40
EP  - 47
SN  - 2468-5739
UR  - https://doi.org/10.2991/978-94-6463-831-8_6
DO  - 10.2991/978-94-6463-831-8_6
ID  - Maswichian2025
ER  -

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