Brand and brand origin valuations: A case of the electrical appliance market in Thailand

Brand and brand origin valuations: A case of the electrical appliance market in Thailand

Copyright © 2018 Inderscience Enterprises Ltd. The importance of branding has raised concerns among marketers about how to properly address a brand and its origin, particularly when the country of origin is at a disadvantage. This study relied on secondary data regarding electrical appliances publis...

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Main Authors: Chompunuch Pongjit, Yingyot Chiaravutthi
Other Authors: Mahidol University
Format: Article
Published: 2019
Subjects:
Business, Management and Accounting
Online Access:https://repository.li.mahidol.ac.th/handle/123456789/45382
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Institution: Mahidol University
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spelling th-mahidol.453822019-08-23T17:43:18Z Brand and brand origin valuations: A case of the electrical appliance market in Thailand Chompunuch Pongjit Yingyot Chiaravutthi Mahidol University Business, Management and Accounting Copyright © 2018 Inderscience Enterprises Ltd. The importance of branding has raised concerns among marketers about how to properly address a brand and its origin, particularly when the country of origin is at a disadvantage. This study relied on secondary data regarding electrical appliances published by one of the largest modern retail stores in Thailand to examine the effects of branding and brand origin on product price premiums. The findings from the hedonic price model confirm the power of brand origin on consumer willingness-to-pay as well as the brand name effects on price premiums. Nevertheless, the effects of brand origin on price premiums are, to a certain extent, category-specific. 2019-08-23T10:43:18Z 2019-08-23T10:43:18Z 2018-01-01 Article International Journal of Business Innovation and Research. Vol.17, No.2 (2018), 187-209 10.1504/IJBIR.2018.094761 17510260 17510252 2-s2.0-85053736571 https://repository.li.mahidol.ac.th/handle/123456789/45382 Mahidol University SCOPUS https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85053736571&origin=inward
institution Mahidol University
building Mahidol University Library
continent Asia
country Thailand
Thailand
content_provider Mahidol University Library
collection Mahidol University Institutional Repository
topic Business, Management and Accounting
spellingShingle Business, Management and Accounting
Chompunuch Pongjit
Yingyot Chiaravutthi
Brand and brand origin valuations: A case of the electrical appliance market in Thailand
description Copyright © 2018 Inderscience Enterprises Ltd. The importance of branding has raised concerns among marketers about how to properly address a brand and its origin, particularly when the country of origin is at a disadvantage. This study relied on secondary data regarding electrical appliances published by one of the largest modern retail stores in Thailand to examine the effects of branding and brand origin on product price premiums. The findings from the hedonic price model confirm the power of brand origin on consumer willingness-to-pay as well as the brand name effects on price premiums. Nevertheless, the effects of brand origin on price premiums are, to a certain extent, category-specific.
author2 Mahidol University
author_facet Mahidol University
Chompunuch Pongjit
Yingyot Chiaravutthi
format Article
author Chompunuch Pongjit
Yingyot Chiaravutthi
author_sort Chompunuch Pongjit
title Brand and brand origin valuations: A case of the electrical appliance market in Thailand
title_short Brand and brand origin valuations: A case of the electrical appliance market in Thailand
title_full Brand and brand origin valuations: A case of the electrical appliance market in Thailand
title_fullStr Brand and brand origin valuations: A case of the electrical appliance market in Thailand
title_full_unstemmed Brand and brand origin valuations: A case of the electrical appliance market in Thailand
title_sort brand and brand origin valuations: a case of the electrical appliance market in thailand
publishDate 2019
url https://repository.li.mahidol.ac.th/handle/123456789/45382
_version_ 1763488183757045760

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