Branding and brand equity measurement in the beer industry of Thailand  

作　　者：Nisarat Aimkij Bahaudin G Mujtaba 

机构地区：[1]Institute of lnternational Studies, Ramkhamhaeng University, Bangkok 10240, Thailand [2]H. Wayne Huizenga School of Business and Entrepreneurship, Nova Southeastern University, Florida 33314, USA

出　　处：《Chinese Business Review》2010年第4期1-16,共16页中国经济评论（英文版）

摘　　要：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.

关 键 词：brand equity brand awareness brand liking brand purchase intention brand satisfaction brand loyalty 

分 类 号：F272.3[经济管理—企业管理] F426.82[经济管理—国民经济]