Publication: Brand and brand origin valuations: A case of the electrical appliance market in Thailand
Issued Date
2018-01-01
Resource Type
ISSN
17510260
17510252
17510252
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2-s2.0-85053736571
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Mahidol University
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SCOPUS
Bibliographic Citation
International Journal of Business Innovation and Research. Vol.17, No.2 (2018), 187-209
Suggested Citation
Chompunuch Pongjit, Yingyot Chiaravutthi Brand and brand origin valuations: A case of the electrical appliance market in Thailand. International Journal of Business Innovation and Research. Vol.17, No.2 (2018), 187-209. doi:10.1504/IJBIR.2018.094761 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/45382
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Title
Brand and brand origin valuations: A case of the electrical appliance market in Thailand
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Abstract
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.