Brand valuation of ICT products: the case of Thailand

• Main Author: Yingyot Chiaravutthi
• Other Authors: Mahidol University. International College. Business Administration Division.
• Format: Article
• Language: English
• Published: 2015
• Subjects: Brand equity; Communication technologies; Prices; Thailand
• Online Access: https://repository.li.mahidol.ac.th/handle/123456789/10518
• Institution: Mahidol University

Purpose – The paper aims to adopt the hedonic price approach to quantify the brand equity of information and communication technology (ICT) products, narrowed down to laptop computers, laser printers, liquid crystal display computer screens, and mobile phones. Design/methodology/approach – The hedo...