Influencing of Packaging and Marketing Communication on Performance of Food Industry: Mediating Role of Competitive Advantage Support

Abstract

The objective of this study is to examine the role of packaging and marketing communication in performance of food industry. The relationship between packaging, marketing communication, competitive advantage and firm performance was examined. Data were collected from Thailand food industry employees. Questionnaire was used for data collection by using cross-sectional research design. Results of the study shows that; packaging has positive effect on firm performance. Marketing communication also has positive effect on firm performance. Additionally, packaging has positive effect on competitive advantage. Finally, marketing communication has positive effect on firm performance. Thus, packaging and marketing communication is most important to promote competitive advantage and firm performance in food industry.