Brand and country of origin valuations of automobiles

• Main Authors: Kandapa Thanasuta, Thanyawee Patoomsuwan, Vanvisa Chaimahawong, Yingyot Chiaravutthi
• Other Authors: Mahidol University. International College. Business Administration Division.
• Format: Article
• Language: English
• Published: 2015
• Subjects: Brands; Cars; Consumer behavior; Country of origin; Price positioning; Thailand
• Online Access: https://repository.li.mahidol.ac.th/handle/123456789/10504
• Institution: Mahidol University

Purpose – the purpose of this paper is to quantify the value of brands and countries of origin in monetary units. The automobile industry in Thailand is chosen because of the variety of brands and the intense competition within the industry. Both the pick up truck and passenger car market shares hav...