K-pop BLACKPINK as Brand Presenter and Consumer Perception of Corporate Image of Kasikorn Bank Public Company Limited

Abstract

The research aimed to study (1) the relationship between demographic factors, media exposure, and perceived image, as well as (2) the relationship between media exposure and brand image recognition of Kasikorn Bank Public Company Limited. The quantitative research methodology was used in the study. Data was collected via surveys from 300 sample under the age of 40 who were familiar with the product information and/or services via various media using BLACKPINK members as presenters. According to the findings, the majority of the samples were moderately exposed to media (mean 3.28). The majority of respondents are highly exposed to company media, particularly in bank branches (mean = 4.08). According to media recognition, the samples quickly recognized the image of BLACKPINK members as Kasikorn Bank Public Company Limited presenters (mean = 4.07), and the bank image is easily recognized by using the Korean singer-songwriter BLACKPINK as a presenter (mean = 4.28). The media exposure with BLACKPINK as the presenter was correlated with a moderate perception of Kasikorn Bank Public Company Limited's image. The sample identified Kasikorn Bank Public Company Limited's image in the same direction as the bank's intention to redefine its image to be a modern bank in order to reach out to a new generation by bringing in Korean singer BLACKPINK as a presenter to communicate various news to the target audience. This increases brand recognition and can attract or call attention from consumers, enhancing the image and making the product appear modern.