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The Development of Brand Equity Measurements for Competitiveness of Thai Seafood Industry in Consumers-Perspective |
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| รหัสดีโอไอ | |
| Creator | Nutthapon Jitprapai |
| Title | The Development of Brand Equity Measurements for Competitiveness of Thai Seafood Industry in Consumers-Perspective |
| Contributor | Sidanuch Kittisaereekul |
| Publisher | Faculty of Informatics, Mahasarakham University |
| Publication Year | 2569 |
| Journal Title | Journal of Applied Informatics and Technology |
| Journal Vol. | 8 |
| Journal No. | 1 |
| Page no. | 256340 |
| Keyword | Brand Equity, Confirmatory Components, Measurement, Model Development, Tuna and Shrimp |
| URL Website | https://ph01.tci-thaijo.org/index.php/jait |
| Website title | Journal of Applied Informatics and Technology |
| ISSN | 3088-1803 |
| Abstract | The study aimed to develop a precise measurement of brand equity for theThai seafood industry, specifically focusing on canned tuna and shrimpproducts, from a consumer perspective.It utilized a comprehensivemixed-methods approach that combined qualitative interviews with ex-perts and a quantitative survey of 500 consumers, following Churchill’srecommendations. The structural validity of the research variable mea-surement was tested. Research Findings: The study revealed a consumer-oriented brand measurement model comprising four key components:brand loyalty, brand awareness, brand perceived quality, and brand as-sociation. This model provides valuable insights for assessing and gen-eralizing brand equity within the Thai canned tuna and shrimp market.Theoretical Contribution/Originality: This research contributes signifi-cantly by offering a reliable measurement of brand equity for canned tunaand shrimp brands in Thailand. The comprehensive model, encompassingbrand loyalty, awareness, perceived quality, and association, holds practi-cal implications for marketers and practitioners aiming to enhance brandequity within the industry. |
