Measuring customer-based brand equity on sportswear market in Bangkok metropolitan area.

Abstract

There have been several previous studies aiming to measure customer-based brand equity in various aspect such as sportswear market in China. The purpose of this study is to examine the practicality and applications of a Brand Equity model in the Thai sportswear market. Based on Aaker’s Brand Equity framework, this study aim to investigate the relationships of four dimensions of brand equity in the sportswear market. Quantitative questionnaire survey has been use as a tool to collect primary data from 204 actual consumer sample from capital city of Thailand, Bangkok. The findings conclude that three dimension are the main contribution to brand equity which are Brand Loyalty, Brand Association and Brand Awareness but Perceive Quality was found to be weak support. The paper suggest sportswear brand manager to primary focus on building brand loyalty and brand image. Further research should be conduct in order to expand into other area in Thailand to reduce the regional gaps.

KEY WORDS: Brand equity / Sportswear / Consumers / Bangkok