The Relationship of Brand Equity Dimensions: A Case Study of Samsung Brand in Thailand

Abstract

The marketing situation with a specific region is quite different as compared to global markets. To gain higher market share and competitiveness firms has been learning the consumers need and values. Therefore, this study induced the factors of consumer based brand equity that influence consumer-brand relationship in Thailand. For developing a strong base for consumer-brand relationship, marketing strategies must be composed of building brand awareness, perceived quality and brand image. Such relationship with brand could be developed by designing stronger brand loyal customers. This paper analyzed the variables of brand equity by considering Samsung Smartphone brand because it is the leading smart-phone firm in Thailand. The findings showed that brand awareness, perceived quality and brand image was significant statistically associated but only brand awareness was not influenced on brand loyalty. As each dimension of brand equity results can increase profitability and firm’s performance of the company, so the model of brand loyalty in this study could guide marketing strategies of Smartphone industry to create a competitive advantage and expand its consumer base in Thailand market. Thus, investors and marketers should consider their dimensions for building a strong Smartphone brand.

Keywords: Brand Equity, Brand Awareness, Perceived Quality, Brand Image and Smartphone