| Author | Auttanukune Thanyachat |
| Note | A project study submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Cerebos pacific is leading food and food supplement company in Asia Pacific region. Continuously deliver its impressive business results in past years by sourcing its growth from maturing markets; the company seeks to continue to grow by sourcing the new wave of growth from emerging SEA markets.
Knowing that trust is important element in food supplement branding effort, providing critical competitive advantage in highly attractive competitive food supplement market, this research aims at unveil drivers of trust which can be built from various aspects of product story and media touch points. This research delivers the finding at both regional emerging SEA market level, as well as, by country (Vietnam, Indonesia, Myanmar, and Cambodia) level.
Drawing conclusion from shoppers who are potential food supplement consumers across four markets, the study draws theoretical basis from literature review of key conceptual elements around domain of trust, interview and discussion with markets experts. Study outcome of the research shows that local health institute endorsement is potentially highest trust driver type of product story while owned media was rated as most trustworthy media type. On top of that, when considering both product story in conjunction with media using factor analysis, collective of product story called “Independent certification” emerges as leading trust driver dimension. |
| Year | 2012 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Examination Committee(s) | Bechter, Clemens;Vatcharaporn Esichaikul;Huynh Trung Luong; |