THE DEVELOPMENT OF BRAND EQUITY MEASUREMENTS OF THAI SEAFOOD INDUSTRY IN CONSUMERS PERSPECTIVE

Abstract

The primary objective of this research is to develop a precise measurement of brand equity from consumers' perspective, specifically for the Thai seafood industry (Tuna and Shrimp). To achieve this, a comprehensive research methodology incorporating both qualitative and quantitative approaches. The qualitative phase involved conducting 11 in-depth interviews with experts with expertise in brand qualifications. These interviews aimed to identify and refine the research variables required for the subsequent quantitative analysis. The quantitative phase employed a survey method, administered to a sample group comprising 500 consumers, to test the structural validity of the research variable measurement. The results of the study unveiled a consumer-oriented brand measurement model, comprising four key components: brand loyalty, brand awareness, brand perceived quality, and brand association. This model offers valuable insights for evaluating and generalizing brand equity in the Thai seafood industry (Tuna and Shrimp). In summary, this study makes a significant contribution by providing a reliable measurement of brand equity for canned tuna and shrimp brands in Thailand. The encompassing model, which encompasses brand loyalty, awareness, perceived quality, and association, has practical implications for marketers and practitioners seeking to enhance brand equity within the industry.

DOI: https://doi.org/10.62185/issn.3023-5448.2.1.7