HCBE Faculty Articles

Title

Branding and Brand Equity Measurement in the Beer Industry of Thailand

Document Type

Article

Date

4-1-2010

Publication Title

Chinese Business Review

ISSN or ISBN

1537-1506

Volume

9

Issue

4

First Page

1

Last Page

16

Description

The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, brand purchase intention, brand satisfaction and brand loyalty along with the consumer behavior. The respondents are 379 males and females who have at least occasionally had a beer during the past few years. The findings show that males are more likely to drink beer regularly and in larger quantities. The average respondent seems to drink beer in order to relax and socialize at parties. Respondents recognize Leo beer more than the other two brands in this study. Descriptive statistics and statistical analysis are presented for individuals, managers, as well as for advertising and marketing professionals. Suggestions and links for personal brand building are also offered.

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