dpulibdoc.dpu.ac.th/thesis/127850.pdf · according to the results of hypothesis testing, it was...

Consumer's Opinions towards the royal Peacock Logo

Wilawan Kongsadee

A Thesis Submitted in Partial FulfiIlment of the Requirements

for the Degree of Master of Business Administration

Department of Business Administration

Graduate School, Dhurakij Pundit University

2007

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Thesis Title Consumer's Opinions Towards the royal Peacock Logo

Author W ilawan Kongsadee

Thesis Advisor Assistant Professor Adilla Pongyee la, D.1 .B .A

Co- Thesis Advisor Assistant Professor Sirichai Pongwichai

Department Business Administration (Marketing Management)

Academic Year 2007

Abstract

This research was aimed at investigarion rhe value of the royal peacock logo from

consumers" opinions and making a comparison of the value of the royal peacock logo classified

by the points of view of the consumers those demographic characteristrcs were different. S~irce

this was a survey, the only instrument, a questionnaire, was used for collecting the data. By

Convenient sampling, the silk consumers who had already known and used the silk with the royal

peacock logo were selected. The total number of sample was 400. The colleted data were -

analyzed by using SPSS, frequency, percentage, meat1 ( X 1, the standard deviation (S.D), t-test

and F-test.

In regard to the gender of he sample, it was found that there were Females than

males participating in this survey. They were married, at the age of 51 upward, with

undergraduate degrees. Their occupations induced civil servants and & state- enterprise officers

with the salary per month not more than 15,000 baht.

The research findings were as follows:

As a whole, the consumers evaluated the royal peacock logo at a high level in terns

of awareness of product brand name, brand name loyalty, perceived quality, association with

pendent logo and the properties in other aspects of the product.

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According to the results of hypothesis testing, it was found that all the consumers viewed

that the products with the royal peacock logo were at high quality even though these consumers

were different in age, educational level and salary per month. The male consumers had more

brand name loyalty than the female consumers did. In regard to the product loyalty. the

consumers who are civil stake enterprise offices value the product logo at a higher level than

company employees and self-employed house wife in the aspects of awareness of the product

brand name, perceived quality and association of the product characteristics with the product logo

and the properties in other aspects of the product. DPU

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wihnonu~lkiZ a r i u i ~ n ~ 1 a r i t 4 ~ i u l ~ o e i ~ ~ ~ e l ~ ~ ~ w ~ ~ 1 i w n $ if luaiau~sii l~~nuo~= v B

viiwiqwf o n ~ i u f ~ n u o ~ ( u i ~ n n ~ ~ d ~ ~ w n i w ~ o ~ i i u n i B . I G U ~ I L ~ U ~ ~ U E / ~ ~ ~ B U ~ ~ I ~ ~ ' i u 4 ~ ~ n ~ ~ u l ~ n n o : m u l s n ~ m i n l u ~ o ! ~ ( ~ a k e r , 1991)

1uiauvB~iiUgii~>:Lfilwp1~ni'i(~ewice~du { u i T n n o ~ r n w r o f i o 1 5 ~ 1 i 7 ~

q m m w ~ 8 o ~ n r i ~ u d s ~ n ~ ~ 6 ~ d 1 ~ d ~ a ~ ~ n ' a ~ ~ ~ ~ ~ f l ~ ~ d ~ f l a i a u 4 i f : n o ~ i f l i u i ~ o ~ o i ~ ~ i ~ ~

lu&3~u& I l i i ~ o ~ ~ b u n ~ u m u i r n (Competence) $ ~ f 1 l f ~ ? m 5 $ . I I N ~ B U ~ ~ I ~ ~ U V O ~ ~ J W ~ I W

(~erfomance)uo ri?w&i i ~ u u a . r n ~ r u i m s i m u 1 ~ ~ 0 ~ ~ 9 ~ i 0 ~ 1 ~ ( ~ a n ~ i b l e ) n 3 1 ~ ! < 2 1 9 ~ ~ 1 6

9 9 - (Reliability) m1 R 0 U aUO4 ( ~ e s ~ o n s i v e n e s s ) ~ 0 9 ~ ~ ~ ~ 5 n 3 7 fYi35015 U ~ ~ ~ U ( E I ~ ~ ~ ~ ~ ~ ) F I ? I U

;lidoo"F~ (Credibility) ~ 1 1 1 ~ ~ 1 ~ ~ ~ 1 ~ $ ~ ( ~ r u s h v o r t h i n e s s ) 1 l ~ ~ ~ 3 l ~ ~ ~ i ~ ( ~ a u n e s ~ ) ~ 0 9 ~

d 5 : n ~ r i o u i q n r n ~ w d i ~ n n i r ? u f ~ t n ~ u ~ s n d ~ u n r Y i ~ n ~ ~ ~ ~ i m n ~ ~ 1

(Differentiation) I G F ~ u ~ ~ S ~ ~ ? U A I & . I 5 ~ ~ ~ d $ ~ a i U i S n d ~ U ~ ~ ~ P d ~ ~ 1 6 1 M ~ d (Positioning) lfizu Y Y

Y D . 4 ~nriurnuuo1-16~~ b n u r i ~ u p n n a ~ ~ ~ % u ~ i a a ~ ~ d i i ~ ~ f d ~ ~ ~ n " ~ m ~ i d u ~ ~ ~ o~mm~uyuuodiu d 4.4

?miliwusaduA~ idu i?Ju3unY1s:riu w'i~duu pidorwrajuu n?oiiun'i3zGuds-,~b ~SumYu a, PIw

uonoinifw qtumwnsu2u~mu~sn$a~lw*~~~~~ ~ m - r i ( l ~ n ~ i ~ ~ t i ~ i i ? u i i ~ u

5:;uiugsY n" d ~ m ~ ~ ~ n r n i i u ~ i ~ ~ ~ ~ d o ~ ~ f i ~ w a ~ i 1 ~ 1 ~ ~ u e r ~ ~ n 1 ~ ~ . r r n u i a n ~ i u ~ l & i f l u

DPU

4. nl3l%orr~.snn8un'l (Brand Associations)

DPU

i i - i n ~ u n u Y i d ~ u o ~ ~ d a z u a n ( ~ r o c e s s ) { D ~ F I i l i l r d a ~ $ ~ ? m u l ~ n ~ ! i ~ ~ q r i

nK=wllllr~riln" (Retrieve) Y n ~ i u r n s ~ ~ o u b u . r n s i ~ u ~ i o ~ ~ a i a u ~ a u ~ w u ~ i ~ i ~ ~ ~ ~ ~ ~ ~ d f i ' t ~

r 2ur ~ u h s i a a i s ~ ~ i l ~ n u a t ~ d u n r i ~ ~ ~ i " n ~ a ~ u a ~ i d u ~ ~ ~ a * ~ a u ~ u t ~ u n ~ ~ ~ ~ o idsaaulgi-iu

DPU

4 n"o~msiimusibidnm~1 a s m s i ~ s u ~ u s ~ ~ i s n d i ~ $ ~ i o ~ ~ ~ ~ ~ i i w n a ~ ~ ~ ~ i ~ ~ ~ ~ ~ lin-!4a1slsi1

%n'~~ibnni i inmsuou5'~1 'wdu~~1~~Ju~1f l ' id~~m

U F I ~ O ~ ~ D ~ ~ ~ ~ Z ~ B U ~ J 4 ~ n d n ~ 7 1 ~ 4 i ~ m Y u 8 d ~ ~ ) ~ 6 d ~ t f l 0 ~ ~ n o e i i d n $ d n40

B U M T W ~ " ~ U ~ V O ~ R ~ I Z U ~ I (Other Proprietary Assets) ~ n u l n u ~ ~ i f f i u 1~fl tYf 199516h1~#;~

m n ~ u F ; 1 1 A l i i i o ~ ~ d u d u ~ i ~ u " l u a i a u ~ ~ ~ ~ ~ 6 f l ~ ~ ~ 0 ~ ~ ~ 1 i u 1 (Patents) 1~t~3Y4~1~m561

(Trademark) ~ ~ i l ~ r ] ~ l ~ f l ~ IIILIBWI: (Unique Attributes) $dl~l5nTff ~ ~ R ? ~ u ~ ~ R L ~ u I ~ ' ~ ? ' u ~ s ~

8un'1i iunn-i~nn~~~nnin~ini3~isjs~uW"~;1 Omr ~iiaihiu(1u~u%~in1Z

iau Keller ( I 993) ~ A d ~ n ~ ~ ~ ~ ~ . ~ ~ . r ~ d ~ ~ n ~ u ~ o ~ ~ s l b i i n ' i i d u X i I u i ~ i ~ u ~ u i b n n

(Customer-based Brand Equity) ~ R U P I O . ~ ~ ~ ~ ~ I ~ ~ U ~ I O & G ~ N F ~ I ~ ~ D ~ U ~ I ~ ~ ~ ~ ~ ~ ~ ~ U ~ U ~ ~ U ~ U

n31iiudi 1 ~ a t ~ ~ u u ' ~ ~ n ~ ~ u a ; i u a ~ 1 ~ u $ i 1 ~ u ~ 1 a ' ~ u n a 1 u ~ ~ J ~ I V D ~ P I U ~ O ~ l u ~ d u u u u ~ ~ n a ~ ~

b 3 o I i 1 U 9 ~ ~ n ? l U i ~ ~ 3 ~ b f ) ~ 9 (Strang) ! f i ~ d i 7 ~ 0 % 0 (Favorable, I I R L ~ ~ ~ ~ ~ U ~ R I I ~ U I B W ~ E ~ ~

DPU

Y 4- m s d n l n B ~ ~ ~ M s ~ n n u ~ a ~ ~ ~ ~ d ~ 1 6 ; 1 ~ ~ 3 u ~ i I u 1 ~ 9 ~ ~ ~ ~ lnniiY nas As~d;ouuYi$s

~ t ~ 3 1 ~ l ~ l n ~ ~ ~ t ~ ~ d 1 ~ 5 1 8 ~ 6 1 ~ ~ b b ~ ~ u G ~ n d 1 a 6 1 n a ~ t u ~ i i m ~ i i i u ~ ~ l u ~ i 9 ~ u{f]?~nn~?u $4 1

wu1un"a wans:nuti6mnd~t~u~09~a191f~u~5~iiudt*l (Brand ~ n o w l e d ~ e ) ~ ~ ~ $ ~ j j f i ~ MUFIB A

~ I ~ W O Y f l ~ e ) ~ i 0 f i 9 ~ n % ~ u n 1 ~ n 1 5 ~ n 1 ~ p l 0 ~ n f 1 i i ~ ~ (Keller, 1 9 9 3 ) ~ ~ ~ 1 n w s 1 i ? u 6 i ~ ~ f i l s ~ 1 ~ ~

d u a n ~ u ~ ~ n n ~ o ~ ~ r n s m o v n u ~ ~ ~ ~ ~ ~ ~ d ~ $ i ~ b ~ ~ ~ ~ ~ w ~ ~ ~ n ~ ~ f i ~ ~ m ~ u d u ~ ~ ~ ~ m ~ i ~ u ~ i P du ~ . ~ W ~ ~ N Y ~ ~ ; J ~ T ~ P ~ ~ ~ R ~ ~ S U O ' F I ~ U I U ~ ~ I ~ ~ ~ I ~ V ~ I U D D ~ ~ ~ I M ~ ~ & ~ I O F I ~ I U ~ B U ? M ~ ~ F I

3 3 n ~ ~ ~ ~ ~ i ~ i ~ ~ b i i 6 1 k l n r i i n a ~ u i ~ ~ o i n - u o s w i n ~ I ~ u ~ i ~ u i o s m . r ~ n ~ i ~ l n n v u l u w i ~

~ I ~ ~ ~ ~ P J I ~ ~ I ~ ~ ~ ~ ~ I ~ G I ~ ~ U ~ ~ ~ ~ % ~ I ~ ~ ~ ~ ~ ~ O ~ ~ ~ ~ ~ ~ O Y ~ O ~ ~ ~ ~ I ~ ~ I ~ P ~ X I ~ ~ ~k.@J!&nsni?h 3 d?unrin~n"il (Keller, 1998)

d ~ ~ ~ ' ~ F I ~ W I V Q S F ~ S ~ ~ U ~ ~ (Consumer Response to Marketing) e l l ~ f l l a ~ ~ ~ l ~ u ~ d 6 ~ n s i 1 a ~ ~ f l : M " 0 ~

d d 4 1

aefllJ7hd~duu~f?l5?ll$ (Perception) mssuwu (Preference) llnzwqiifl55u (Behavior) WURO

DPU

slnm8cnrr 1 l r t : o s ~ d ~ : n o u u o ~ ~ a h 7 m ~ 1 8 ~ d ~ 7 1 ~ d i i ~ ~ u v ~ d ~ p 1 ; ~ n n d o~$qmn 0 0

l A ~ ~ i i s ~ l ; i o ~ ~ S u o ~ ~ d ~ : f i o u ~ a ~ i ~ ~ ~ ~ n A~ywuiwnri~.ruin1un7~a~iq~ai11~fi '~1mfi Y d 4

iiumnna ~-m~f l towni iuAi (Brand Knowledge) ~ ~ i u 0 a i f i u i i ~ d d f i i ~ ~ i ~ o ~ ~ n i 5 ~ n w 1 $14' d B i~nzdina~ulb~1s1r~a i le t l~n~~~o~od6df~f io 'L l1udauva~naiufL$~~m~i~ 'w~~d

n ~ i ~ l f ~ ~ ~ w ~ ~ i i ~ ~ i ~ ~ u B o ~ u ~ ~ ~ ~ u ~ L s u G ~ I o ~ ~ ~ ~ $ ~ ~ ~ n;iaqrud~lv%unsi 3

f i ~ A ~ ( ~ e l l e r , 1998) ~ ~ ~ ~ 1 ~ ~ ~ ~ 1 ~ ~ n ~ ~ i ~ ~ w p J ~ 1 ~ u o i ~ u ~ i 9 ~ u ~ i a 0 ~ ~ n " $ 0 1 l i i u i f 0 u 1 u ~ ~ ~ n a 1 ~

nsqhr osuy u u d a ~ d ~ ~ n o u ~ d 6 ? u ~ u d u ( ~ 0 d e 1 ~ 0 9 ~ ~ ~ a i 7 d 7 IInrn7i.ul$e~l1u-r(~inks~'uo~

8aUniniiii?u ~ n u ~ u d ~ u o s ~ ~ ~ a ~ i ~ ~ ~ ~ a ~ ~ ~ ~ u l o ~ ~ o ~ a~~i6;aun'u i~T;~~ijmiu~iUd.~~InjJ

~ lnnd~~r i u " l (Keller, 1993) ~ R U ~ ~ U ~ I I P ~ U ~ U U ~ ~ ~ O ~ ~ ~ U ~ ~ ~ ~ ~ I U V D ~ ~ * D ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ U

A a J' R - J I U Y I ~ . I O ~ % E I ~ U ~ Y ~ 1 b ~ z ~ 1 ~ i ~ ~ ~ ~ ~ ~ ~ ~ m ~ n n u u ~ i ] u ~ ? i ~ n u u o . r ~ ~ i u l l ~ ~ h i o i ~ u o ~

A n a i u ~ u v j u ~ ~ ~ n i i ~ d u " o ~ ~ i i s ~ ~ n hiGw . a ~ u ' s ~ n A ~ n a ' i ~ o ~ l u ~ I ] 6 i ~ n mw jq&fiuu~lrar IU

~ ~ ~ ~ ~ P ~ Y u ~ ~ ~ u ~ ~ x o ~ J ~ I ~ ~ ~ ~ o ~ ~ I B J ~ ~ ~ P ~ ~ I G U D ~ O I ~ ~ U L I U U ~ ~ F I O . I ~ ~ ; . ( H I U ~ ~ O O ~ ' V I U ~ ~

rn~oni11n"uo~u~ui-h u u v u " o ~ n ~ u i r n o n 0 ~ ( u " ~ Y a ~ ~ ~ 7 l u n a ~ u w ~ ~ ~ ~ ~ ~ s m ~ 1 n * w i ~ ~ i ~ n i ~

n ~ : { ~ ~ ~ ? . I ~ ~ ~ f l ~ & ' ~ l ~ ( ~ ~ r e a d i n ~ Activation) d ~ ~ ~ ~ i i n ~ ~ : m 5 d i ] u d u l u ' a ~ a ~ Z ~ 1 ~ ~ n

n1.4~ I~R:I:u~~w~ n r ~ s i u m s n s ~ ~ r r n ' . r n ~ ~ ? ~ d ~ ~ i ] u d u u n ~ ~ o ~ a bu7dl%aur;o<uod!d

~<eu7l inzidornsns:~u~qni~a~i ius : 6 ' ~ 0 ~ i i n ' m 1 1 a " G ~ ~ a B o d i j u d ~ i Y ~ n i i a i ~ z L d u n 1 ~ Y

onfii!; di$d~ui~nnrnlnsnsn41~~yn!~(~eiler, 19931 A4 JuXnucu-n i r l ~ w f n?:uiu,n.r

m ~ n s : ~ u ~ s ~ S u ~ ~ i i n u ~ n " ~ u e u ~ u n n ~ i u n i l i ~ ~ n ~ u m ~ A ~ u i ~ n n o ~ n i u i r n ~ o i d s ~ a I u

f l a ~ u ~ ~ ~ 8 i n ~ 4 ~ ~ 1 a # ' % ~ d % ~ ( ~ e l i e r , 1993)

o~nwuiino.r$~nii~aa(iuiTn~~lnoiuiun"sbnsan5iqwosnaiplf~nsnsi~un~iln~ IY

n6ia;o l u ~ n ? ~ i i u n ~ ~ u n r s i i u ~ ~ ~ ~ ~ ~ n n J u d ~ ~ n ~ u ~ d $ ; a u ~ ~ d u " ~ ~ ~ ~ ~ i ~ u ~ ~ (Brand L 4 w B

Nodes) I I R : ~ J U ~ U U O ~ $ O ~ F ~ ~ ~ ~ ~ ~ ~ ~ U ~ < O ~ ~ a i j ~ d ~ i 1 a ~ 1 ~ d i $ ~ : 9 n 7 ~ ~ ~ ~ u ~ ~ ~ n q n ~ admn W B , - m s i % o r ~ ~ o ~ ~ i s n r i ~ ~ i j n ~ i ~ i ~ ~ ~ ~ a n i . r ~ n ~ d i 1 ~ ~ ~ ~ ~ n n m u i s n o n ~ i n ~ i 8 u n " 1 ~ u ~ ~ n " ~ i u d ~ wa

Y

iamsn~uauilq ~ a a ~ n i r n ' a i i u l o i i ~ ~ " u ~ ~ ~ ~ ~ ~ f i l n uanmnGu i k invru~ ln~~ar f isuo~na~u 4 - 8 e 2 4 9 - d d B a w J i ~ o ~ 1 % ~ 1 ~ ~ n ~ 1 ~ ~ 8 ~ ~ ~ a ~ ~ ~ ~ l i n ~ n s n ~ u s ~ n n u n n ~ ~ u o u i d u d s n s i f i u n ~ i ~u~%uiJ i (~e l le r ,

1993)

o.ln'd.rznauuosna1~1~~iaan"~1rn31~~~1 (Components of Brand Knowledge)

n ' ~ u n u u d 1 a o ~ u o ~ ~ n ~ o ~ 1 u n a ~ u ~ ~ ~ u ~ u ~ ~ p d n a i ~ ~ ~ ~ s 8 1 (Associative Network

Modell iktdi-wii lddi ~ i u n ~ i u q i ~ u a f Y u n ~ i ~ u ~ ~ (Brand Knowledge) $ ~ I H I u I ~ ~ ~ ~ ~ ~ F I B ~ I A ah 2 o 4 6 d r : n a u n ~ i gu!m"bifi m 5 ~ 1 3 & ~ ~ f l f ~ u n 3 ? n ' ~ 6 1 (Brand Awareness) aha.

DPU

m w a ' n e d r n ~ i ~ u ~ ~ ( B r a ~ d image) (Keller. 1998) I . R U I I ~ I I B O ~ R ; J T & ~ D U ; ~ ~ U ~ : ~ ~ U W ~ ~ ~ (!

n ~ s u ~ ~ ~ l ~ u ~ s ~ ~ u ~ ~

(Brand Recognition)

m.r~.ienu'n~u~ls~iun'i

(Brand Awareness) I ; n u ~ ~ o ~ ~ u i . ~ u ~ ' l ~ i l i i i u A ~ (Nan-Product-Relared)

n ~ ~ : ~ n 7 1 9 u ~ s i i u X i i ~ u ~ G o ~ 6 u i ~ u ~ i 9 u i ~ i i u d ~

(Brand Recall) (Product-Rclarcdl

(Brand Knowledge) ~ l ' i ~ ~ ~ l ~ ( ~ u n c t ~ n n a I ! d5: 1nnm~1~nulu~rn57aud7

( Types of Brand Associations) - (Benefits) - t h i ?n~n~r i (~vrnhnlic)

n~iulm~iduuosnir

1~aulu~mri i iw41

(Favorability , Strength

and uniqueness

mwi 2.5 una snsoua~raa~n~md~nriSuA1%ui~iqlruo~~u41nn (Consumer-Based Brand

Equity Framework) 4 M U 1 : Keller, K.LI(1998). Strategic brand management: Building measuring and managing brand

equity. Upper Saddle River, p. 94.

DPU

1. s.rdds~nsurn~i1um~~~z~fd'n$pdwa15uX1

fil5~3~H~flfI~~lli~$;1 (Brand Awareness) AQ f l 2 1 ~ ~ 1 ~ 1 5 t l ~ ~ ~ 5 l l ~ f l 1 1 ~ :

d ~ ~ 8 u w n u ~ o i n m u ~ i ~ ~ 1 1 f i r ' ~ ~ o ~

= ~ / P I ~ U ~ ~ ~ R L $ ~ ~ ~ ~ ~ Q I ~ I ~ M X ~ (Brand Nodes) ~ U ~ ~ ~ ? U V I ~ P ( I P I O ~ ~ U ~ ~ ~ R T R U ~ ~ ~ S R I E M < ~ ~ { ~ U m~liiun~iiumlnsnat~9oon?~1flu 2 3:&l$a0 f&TiVm50~il!& (Recognition) iaaarr$umr

4: %I!& (Recall) 89815 1;~Al (Keelr, 1998)

n i s ~ ~ ~ 1 1 X d s m s ~ ~ u X i ~ d u n a i u ~ 1 u ~ o ? u n i s ~ u ~ ~ d ~ ~ ~ ~ u % % ; W ' i l ~ ~ ~ ~ ~ ~ ~ ~ ~ 1 4 A

iful 1~ih1uei3 ~ i ~ a ~ n u ~ r i o f a ~ ~ - ~ G : (Keller, 1998) aqmsnrt n ~ n ~ ~ u n s i ~ u ~ ~ ~ z ~ u d ~ d ~ a i

6ibu~wodomrrinBulh uodguilnn n n ~ w a n ~ u i ~ ~ a i ~ ~ s o ~ ~ ' u i u ~ & d ~ f ~ u a ~ ~ ~ t l a w ~ ~ Y %'

mr,duAirjuYI m ~ ~ s ~ ~ ~ f l ~ u n n ~ u ~ i ~ ~ ~ ~ ~ ~ w a ~ o n ~ ~ ' ~ 1 ~ p d n ~ ~ ~ ~ 8 u ~ ~ ~ ~ " u ~ d ~ p 1 ~ ~ ~ ~ pldr 4 4 a ~9

1nnnolusun~iumu~501u5z~ui~i~a"n18 ~ o n i s d ~ u ~ ~ n n m l n ~ n u f i n ~ n ~ i ~ u ~ ~ E w ~ ~ IRI lo4 Ldoiin~s t d ~ o " ~ ds tmp13w$;i (Product Category) W Y O ~ W B ~ iUld1-l~ (Keller, 1998)

V d d s ~ ~ u u o . r n ~ ~ ~ s : n ~ n $ ~ u n r ~ ~ u n i u ~llunirnFii?$~ni~n~::nJnf$uwri ss 9 Fi o n PI 944 i?uK,Suunmudn (Depth) luucuznummun~i.r (Breadth) O L I $ U U R M O ~ ~ I ~ ~ . I R ~ U

P I G 4 d B d Irainna luuo.rnoiumsdlumr$an?anisla'ns~i iumninn~u$u$~~a~~' i l?~nn T P I ~ U W ~

u i rnnu"oy i l r i~~~ ~ Y & P ~ O I ~ U ? G Y I L ~ I V O ~ ~ ~ I Z U ~ ; ~ ~ ~ n r n ~ i ~ f ~ ~ ~ ~ f i ~ ~ ~ w ~ n n ' n r n ' 1 u n ~ 1 . u

~ ~ 9 8 3 (Keller, 1998)

~ ~ ~ ~ ~ H ~ ~ ~ I U ~ ~ I ~ ~ X ~ ~ ~ Y ~ ~ U ~ M ~ ~ K ~ ~ D ~ ~ ~ ~ ~ U ~ ~ ~ ~ R ~ U I Q ~ Q ' U ~ 3

4 8 ~ u i 1 n n l u " s s u ~ o i n m l ~ ~ d i 5 ~ 3 d5::n~ ~ ~ ~ ~ 1 ~ n ~ u 3 ~ n n i i a 8 u ~ s : n ~ o ~ ~ : i r n o s n s i i i u n ~ i ~ ~ 4 a a

~ u o u n o ~ d s ~ r n n ~ u ~ i ~ ~ u ~ ~ ~ ~ o ~ n ~ ~ ~ o I N ~ H R ~ B ~ ~ u I ~ o ~ ~ ~ ~ ~ ' ~ ~ ~ ~ ~ ~ ~ u ~ T I ~ u ~ ~ ~ I X I ~ ~ ~

G W R ~ ~ O ~ ~ ~ ~ R S U U ~ ~ ~ D U B J C ; U ? T ~ R Y ~i T R U P I ~ I G U ~ Y ~ ~ ~ U O L ~ ~ ~ ~ ~ ;iu~i~=J%u~tlosnsiiiu61~

orgngm~tui (Consideration Set) ~ s I I u Y ~ I ~ u u N B ~ N & ~ ~ ~ ~ o I ~ ~ ~ ~ ~ $ B B J T . ~ ~ ~ ~ ~ IT~U " I ~ ~ ~ ~ ~ I O Z

2 a 4 p l d 4 ~ n ' n u u l i o u 9 u m r ~ ~ d ~ ~ 0 ~ ~ ~ u n ~ ~ ' 1 ~ ~ ~ ~ ~ 1 n ~ ~ ~ 1 ~ ~ a ~ (LOW involvement) d~niu!n?wn

iY~qnn'iu!n"o n ~ - r n r : : n u ' n ~ l u n s 1 3 u l 1 ~ u m u 1 s n i i 5 ~ ~ w ~ 1 6 ~ n ~ 5 0 f 1 s 1 ~ n : : 1 ~ ~ ~ ~ 1 ~

n~.r~ans's9fi4umr~<~u~u.rwsi~uA1~uriolnYaiinniw~nv&nridun'i (Brand Image) 1 ~ 1 0

{u?Inn (Keiler, 1993)

DPU

2. 8 d ~ d a ~ n ~ ' ~ 1 ~ n 9 & 1 ~ d d l 1 ~ ~ n ~ 1 d m a i ~ ~ 6 1 P l S J

niwikinudmnmr'ud~ (Brand image) %I ~ ~ d ~ ~ ~ ~ i i i ~ ~ ~ ~ m ( i ~ n ~ i ~ u n ~ i f l w p ~ u (Biel, 4

1992) d ~ t - 1 1 3 (Perceplion) V P L ~ R O I ~ ~ I ~ ~ ~ D U T U ~ V O ~ W ~ I ~ ' ~ ~ ~ ~ and Association) n i u l l ~

louod(u?Tnn (Keller, 1993) i d r o o n l & f h rnwriovduoau3Gwihva~~1g18uX1 mwrinvru"

W D J { ~ & I ~ I ~ ? U & ~ ~ ~ a z r n n ~ n l n v ~ ' u o ~ h d u ~ i ~ ~ ~ u ~ n ~ ~ ~ u ~ o i (Bid, 1992) T R U ~ I T ? V ~ ~ U d i d 1 pl 4 grw

muisn~9uln'~~mr ~ ' Y ~ ~ I M ~ M ~ H ~ ~ I R ~ ~ ~ ~ % " L ~ ~ ~ ~ U B I ~ ~ ~ ~ % J ~ O ~ ~ I ~ ~ $ I I M ~ R ~ ' L I ~ I ~ ~ : ~

a d ~ s t o i : ~ d

~ u r n s ~ ~ ~ i ~ ~ u ~ r i u n i ~ ~ P ~ ~ ~ ~ u ~ ~ ~ ~ ~ s i ~ P a ~ ~ E p d n3r wiua~nrnsrinnmuiv*710 2

~ ~ d r n n n u o ~ r n ~ ~ % o u l u ~ ~ ~ a ~ ~ ~ I u I ~ ~ ~ ~ ~ R u u Y ~ I ; ~ u ~ ~ I x I M s ~ o " I ~ I o - ~ ~ u ~ T s ~ ~ ~ ~ ~

mrRodu.rt~cr~~u~ar,aufi~B~wai$p16~i (Attribute) d u n l t k $ o u f u J d o o %u l o - 4 A * A ~a5ninvolruosBuFiin?o~l?n15 ~~u$un~nu~vju~urns~on~on~~u?lnrniiufi~w'u w m l n r n

4 d l w i~id!&flu ? r n a ~ r j i ~ ~ ~ ~ ~ B ~ ~ n ' u d u ~ i (Product related Attribute) 1 f i u m ~ 6 i ~ n ~ n ~ n n 1 1 ~

wir r n u r n w ~ i n ~ n & ~ n 1 ~ 1 ~ ~ a a v o ~ ~ ~ ~ ~ u k i ~ ~ a ~ ~ n ~ o l f l u ~ i ~ u " ~ ~ ~ rltunrrfi~n'd~idea~~~ 4 fl~ti?%d61 (None-product Related Attribute) 4~?&:116 G ~ q a w I~MIU~VI I (Price information)

msoonuuuu~~~hn" (packaging) nllariamwkuduo~{l4 (user imagery) f i ~ f d l d

mwrinvdums 74 (Usage Irnagety) U Q J ~ S ~ B U ~ Y I I . ~ ~ ~ (Keller, 1993) d r n r ~ ~ o u ~ u ~ ~ d u ~ r i u ~ ~ f l ~ ~ b ~ ~ ~ v 0 ~ 6 ; 1 ~ 1 ~ w n * i (Benefit) L ~ ~ u ~ ~ ~ ~ o u I u ( ~ o

9 c;tr A 4 o P u ~ u o ' . r r ] o t p i i u o ~ ~ ~ ~ ~ u n i w a r % ~ w ' u ~ A ~ ~ ~ ~ ~ ~ s J ' ~ ~ ~ ~ ~ u ~ ~ u d s z l u a u n g ~ l s l n n ~ ~ i i o : 4

Y ~ ' ~ U ~ I I U T~uuissnn~?Ju ? i ~ d s :TuT~$Iw~IB~Iu (Functional Benefit) d i - z U P

o ~ ~ ~ u q ~ d s ~ S u n u n m ~ u u ~ u o u ~ i ~ ~ ? ~ n ~ B u K i ~ l o u 7 n ~ ~ ~~n:linor ao~nio~hqanuf l i 4 d U d i d u ~ b o ~ ~ u i a ~ u d i 'onqcudsslaadnu~nno q e r d l : : I u a d n ~ ~ ~ ~ u d ~ r ~ ~ n l l d

P 4 2 u v - (Experiential Benefif) V ~ ~ ' I R T I U ~ I ~ ~ ? ~ U ~ ~ n u a . l ~ u ? b n l ~ o i n ~ . a ~ u ~ l n t o u i m s ua:rina:

~ @ R ~ # ~ ~ ~ ' ~ ? N o u ~ ~ s ~ L ~ u ~ $ ~ P ~ ~ u $ ? z u ~ ~ A ? ( ~ ~ ~ u A u d l ~ i ~ ) l ~ l d i - ~ ~ U T ~ ~ R ~ ~ I U ~ O

- 4 UP ?adsrluau"w1sm'lui7~iYn~1& (Symbolic Benefit) $ ~ ~ ~ ~ O W ~ ~ Y B . ~ ~ ~ U ~ W ~ ~ % J ~ ~ F I V ~ ~ U L " U ~ ~ O ~

XuK-~iiuX3 ~ ~ u ~ m d ~ ~ T t l a i l u m r . a u n u o ~ n ~ ~ u l o t m s m s c l o u ~ ' ~ 1 w 1 ~ n ' a n u n5olw"lr 9 91 dr ~ T ~ ~ I ~ ~ ~ ~ ~ R P O O ~ ~ ~ R ~ I ~ ~ ~ ~ ~ ~ I O ~ ~ O P ~ I T ~ D ~ ~ ~ ~ ~ (Ksller. 1993)

r n s ~ ~ o u f u c i d u ~ r i u f i a u n ~ " u ~ ~ m ~ i ~ u ~ ~ (Attitude) i$um*Rou~ualwion~uiunis

d,ziiiunsliiu~ii~~ar ~uuo.rQuilnn~uuldu8.rrti~ lu'ominvi~runsffoifu iuuosm3i~n

wqinsru ~3un~1uRo (Belie0 dan~cPmnildnisRou~tl rqnrnu~iLmzqmdrzluapdd~u~

n?ir~aabiun"ikg (Salience) ~ f i u ~ w o d i w i u n n ~ u ~ ~ ~ u ~ (Kellcr, 1993)

DPU

I ihi i f l t '~ (Strength) ~ ~ ~ ~ ~ P ~ ~ R P I I ~ u (Uniqueness) D Z ~ ~ H F I I ~ { U ~ ~ R L ? R ~ ~ ~ ~ ~ w . u ~ ~ u D ~ ~ F J

rnrma~nuo.ri~dn:pl,~Zuiii~~mnoi,csinn'uoonId Blar ~ i ~ d m . r ~ i ; ~ ~ m n ' 1 ~ 1 ~ 1 8 u h l u d ~ n d d a 4

(Keller. 1993) n i i ~ ~ ~ n ~ ~ m u . r n n o n i r m n ~ u ~ u o ~ m ~ ~ ~ u ~ ~ ~ ~ ~ ~ u ? ~ n n ~ u ~ ~ u ~ a bd2by

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* Y

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(Keller, 1998) Y P

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(Premium Price) I X ~ ~ F I ~ ~ ~ U K I ~eu?~~nirslulunsi~u&~ (Brand Extension) iitt:sI~:31$l41

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ndi3laun;d n ? s m o u a u n t ~ i o m s m ~ ~ ~ ~ ~ ~ ~ ~ ~ n ~ m ~ i ~ ~ d ; ~ ~ ~ b m n ~ i ~ n ' u ~ ~ n ~ d d u s J

1 ~ ~ ~ ( 1 1 1 4 l ~ ~ ~ ~ ~ l ~ ~ l d l l ~ ~ ~ ~ ~ l t ~ 1 ~ ~ 3 ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ 1 ~ ~ ~ 1 (Brand Awareness) bbnt J ~ ~ n " d ~ ~ ~ ~ ~ ~ l ~ n ' l ~ ~ l 9 " 1 a ' ~ ~ d ~ 5 1 ~ ~ ~ 1 (Brand Image) O U ~ ~ ~ ~ U U I ~ U ~ ~ ~ U ~ I ~ U ~ ~ U ~ S ~ ~ ~ U ~ I

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~uvorrd Aaker (19911 duii#u J ~ u u ~ ~ q ~ h ~ ~ ~ ~ ~ ~ ~ i ~ ~ d f :nDu!f]ia mr B d

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lplhirr r~i~~gnnY~5um11du$;i ~ - p . ~ n i w i ~ f i ? ~ ~ f (Perceived Quality) 8 0 m 3 l l r I ~ l m 5 ? f l f $ 4

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Farquhar (1990) ' I b r i i a i ~ r)ard~msi~un'ilua~om&uilnn&rzonrrz~ou 2

nonuidun n u ~ b u u $ ~ u o a v i ~ u n ~ ~ ~ ~ ~ ~ b ~ u ~ ~ ~ ~ u ~ i l ~ ~ i ~ ~ ~ n ~ ~ ~ ~ ~ ~ ~ ~ ~ ij~~siBuiYi$q

~u;Ji'Lnnds~~OuluA~u?n (~ositivc Brand Evaluation) ~ ~ G H U R S ~ P ; U ~ ~ ~ Y A ~ ~ ~ U K I ~ ~ I X ~ I ~ ~ ~ ~ ~ ~ D D ~ U 1 ~ 1 f l ~ ~ 1 ~ 6 1 % ~ 0 ~ 1 9 5 ~ ~ l ~ 3 (Accessible Brand Attitude) b i ~ ~ ~ n 3 1 p l f i 4 ~ ~ ~ $ l 9 2 1 9 1 0 9

mwPintl&nBuF;~ (Consistent Brand Image) ?i3u Blackton (1995) ~ ~ ~ F p l ~ l F l 5 > ~ ~ b l l ~

4 ~ l v r n l u o ~ ~ l l ? ~ n n ~ l n 3 l u n u ~ u ~ i u ~ i i u F t s l a u ~ 1 (Brand Meaning) W I J ~ Z ~ O U ~ ~ U ~ S

mr &nu'nflunr 7riun'l (Brand Awareness) ~ ~ I Q O U T U J V O J F I T I ~ ~ W {I (Brand Association)

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J pl (Multidimensional Construct) I ~ ~ E ~ I Z ~ O Y W U R ~ U L I U I ~ ~ (Concept) i n n I n ~ r n u T ~ u r n s

nsr1tGnflua31iiudi (Brand Awareness) ~ V ~ L ~ O U T U ~ U O . I F I ' I ~ B U K ~ (Brand Asrocistion) n ? i u

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msnain (Marketing Power) U O - ~ R T I ~ U K ~ ~ U Y ~ ~ ~ ~ ~ U ~a;u?arnxdia~ uinlnuBs~iln8u 3 9 4 unuuui~w"olBlumsb~ui1~141 BURI asmul5~~1h~~nlid1.i 2 n t j ~ ~ h l ! i k ~ ~ l f i ndu 414

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1. n$rrh~lm;rhumah (Financial Measurement) A A d

~ d e n t u i ~ ~ s i ~ u ~ ~ o n p J ~ ~ ~ 1 ~ f i u ~ 5 z i ~ ~ ~ ~ u ~ n w i w u ~ u (Incremential Cash

Shahrokhi, 1998) ~ u ~ ~ u r n r u o - l n n ~ ~ ~ ~ ~ ~ i n ~ ? d ~ (Firm's Perspacetive) W F I V D ~ [ U ~ I R ~

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k n l i i ~ & 1 u ~ s o 1 ~ f i ~ d ~ n ~ 0 ~ ~ i n ~ ~ d 9 ~ m ~ ' 1 m ~ 1 d u ~ 1 1 ~

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u s ~ ~ ~ r i i n ~ i d u n ' i m ~ ~ ~ ~ n ~ ~ M * ~ ~ o o n u ~ l d ~ ~ u i ~ o i n m m ~ ~ ~ u ~ n d ~ u a . r u ? ~ w ~ ~ I S u l ~ i u o ~

rnniTu8iiih

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r n s ~ ~ ~ u ~ u ; , , @ u m ~ u ~ i ~ ~ f i (U'orld'r Top Brand) T C ~ U ~ I Z I U P U Q ~ ~ I ~ ~ ~ ~ ' ~ I ~ U ~ ; I hq~ l i3Gw Y

Interbrand Group lud~:~nnanig~ iu?ni % ~ ~ ~ m r i n q ~ d i n s ~ ~ p d ~ ~ ~ i n ~ ~ ~ ~ ~ ~ ' l d a m ~ o ~ ~ 81 4 nl1i~uluninfiu8oioo"ul 1uiiurii.r~ oiisidu nnuahRwasmsidurn aoiirusuosnsi

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n a i u r i u ~ u a " s ~ w i i . r ~ 1 s i ~ u K i ~ e r ~ ' ~ 1 ~ l n n ~ ~ ~ ~ u B ~ ~ ~ ~ ~

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lunn8u;i (Brand Awareness) ~ ~ n : r n ~ d n ~ d m ~ ~ i i u A i (Brand image) vaflulns~d~mo.r

n?lufiiu3l?unni?u& (Brand Knowledge)

1 .I f l i r % r n r m r ~ n ~ f i f ~ u n ~ l ~ ~ ~ i f l i u - n n i n ! $ o ~ ~ ~ ~ d f ~ ~ w % n i w ~ i u

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B mr e ~ i - i l A (Recognition) %~m~5:8n!hfu Q I O O : I ~ ~ U ~ ~ ~ ~ ~ P ~ U R ~ ~ ~ ~ ~ ~ ( U O ~ ~ ~ ~ ~ U ~ I ~ ~

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n ~ s l k n j u 8 ~ o c i i ~ ~ d 4 u u ~ ~ e l ' t l a ' n ~ a : 9 ~ 0 ~ n i ~ i ~ o u ~ a ~ i ~ u l l m s l n . r o l i i s r~uo'.rijmr a 2 4

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~ d o i d ~ u u ~ ~ u u r n ~ ~ i i u ~ i ~ u f i ~ r n ~ ~ i u ~ ~ ~ u ~ ~ ~ a ~ ~ d o ~ # n ~ u ~ o ~ i ~ a o ~ ~ f l ~ u " u ~ ~ u u n ' ~ d ~ d u ~

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E o n r ~ u r n s m s n n i m B ~ ~ i i ~ ~ u o ~ n r n r ~ ~ s i d u ~ i G u ~ 5 ~ ~ u r n s ~ r ~ n u ' n ~ ~ ~ ~ i a r f rnl

i ~ e u l u s u o i l ~ n i i u ~ i ~ ~ ~ n ~ d u ~~4ami.r ~ ~ n : L B u i i u 1 1 0 ~ ~ 0 d i , ~ u ~ a o e j i ~

2.2 ~ ~ ? ~ P ~ ? u % ~ L u Y I G R & (Holistic Method) JU fl+i5d5~!G~~f1h7h~31~

U D S R I I ~ U ~ ~ < ~ I U $ ? U ~ L ~ U U ~ U ~ ~ ~ U F W O ~ ~ ~ ~ ' ~ $ I ~ ~ % J T O ' L ~ ~ I ~ ~ (Preference) U D I ~ ~ U

i ~ o t ; ~ ~ ~ ~ n t r i ~ u ~ ~ ~ u ~ d n r r u o l i ~ t m r i ~ h u l % m s ~ i ~ ~ ~ ~ ~ i ~ ~ u

ms k q o l d ~ n s i ~ u ~ ~ r n ~ a ~ ~ ~ u i ~ J i i o ~ ' l n ' ~ u r n ~ u o u i u n i ~ ~ l n n i l i r n s % d 9 4

~ ~ ~ ~ ~ ~ ~ ~ U A ~ ~ I . ~ ~ ~ ~ ~ W ~ I % J ~ J O ~ ~ % ~ ~ I ~ ~ ' ~ ~ F U ~ M ~ R D C ~ ~ ~ P ~ ~ S ~ E ) ~ ~ i s ? oui th8

nlu Keller (1993) n ~ n j 7 ~ U ~ ? ~ ' ~ R ~ I R S ~ ~ U A ~ I U ~ I U ~ ~ ~ ~ ~ I ~ ~ ~ U ~ I ~ ~ U ~ P ~ ~ D ~ I ~ M - ' ~ 2

i l u ~ r n ~ s ' ~ u ~ u ~ w " s ~ f i ~ n a i p ~ ~ u ~ ~ ~ a i ~ ~ ~ ~ f i ~ ~ ~ l ~ n ' u n ~ ~ a ' ~ ~uo:di ln$sl lr:a~n~~~noei~ a

qdad" Y

L 9 0

~ ~ ~ l f i l 1 ~ ~ ~ 7 n 3 ~ ~ f l 3 7 ~ 6 ~ ~ d l ~ ~ (Traditional Framework) WD9 Keller % I J ~

2 R.H. 1993 u w ~ l i ~ ~ s a u ~ ~ l n o s ~ ~ t l n i l Brand Power Model s d o 1 $ o ~ ~ 7 a i ~ ~ 3 ~ u f l l 5 f l f l . r

Y 4 2 ~mri~an~unY~Smiln"~~w~~~~-rn~~uimrd~uJr~~numwmsn a i m (Marketing Mix) 4 1 ~ 7 ;I

i r ~ u i s o d ~ d n ' I n " o d i ~ 1 ~ lnulB3$msm~8ou ik~ri n ~ ~ i n r n r n s ~ n u ' n j l u n ~ i ~ p d 6 i i ~ a :

n1wa'npc&msi3ui"i ssa:;3n1s5~niqg~s I~s~f in~~a'anaiuw"~wa10 F I ~ I U I Y ~ & ~ D F I ~ I Z U ~ ~ Y

I L ~ z ~ I ~ ~ ~ u ? . ~ ~ I ~ ~ u I U ~ ~ I ~ U ~ ~ ~ ~ ~ ~ G o ~ ~ ~ ~ I ~ ~ s w ~ ~ o P I L L o I ~ ~ ~ ~ ~ u ~ I ~ ~ ~ ~ u ~ ~ A ~ ~ ~ u ~ ~ 3 n w e

dlz~nnludr:lnnin~~zaR ~~n:wuiiwauo.raiuibo~u~~u~pdi~vo1~~~1u~iiw~p1~iLa~d~um

d2u park im:: Srinivasao (1994) ? ~ ~ Y ~ I ~ I ~ ~ R K U ? T ~ ~ I ~ ~ " R ~ ~ ~ ~ R ~ ~ Z U ~ ~ ~ U X I 1 0 I

Iwrjl~ularjPniriJ~di~-n (Survey-based Method) ~ 1 1 ~ ~ 0 7 ~ ~ ~ i l ~ 5 ~ ~ ~ 1 m * 7 - 6 1 1 ~ i d ~ ~ i l d W ' x 1 i

ns1~un' in~i t ln ' r iud1~15m~s~cl ; ;J~~n~er j lnu~u?~nn ~ n n ~ n u i i i ~ i i ~ a ' ~ ~ l n u o a ~ m ~ i ~ ~ ~ ~

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Aaket % ~ q Ft.fl. 1991 1M:9109 Keller %idq Fl.fl. 1993 GM ~ $ ; ~ l f 1 1 5 9 2 f 1 3 2 ~ 0 9 6 d l ~ n ~ ~ L W ~ I ~ 9 A d I 1dnl4lums ~nu18;r~auo-r~nrri1ns ~ ~ u r n w u a a n ~ i u a o u u ~ n n i i l ~ a ~ n ~ i u ~ ~ ~ o ~ u m s ~ ~

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ua:1rw-i~%~wqal~n~i~F;;i4n"u % ~ B W ~ ~ I ~ ~ ~ U W U ~ ~ ~ ~ ~ ' L ~ ~ Q ~ ~ ~ ~ % J ~ Q U ~ J I ~ R ~ I ~ ~ ~ ~ ~ I ~ ' U ~ U O ~ C pl

n a ~ u klo lumr Q ~ ~ ~ ~ H ~ ~ ~ ~ ~ U ~ L ~ U U O I ~ N F ~ I ~ ~ ~ ~ ~ U P ; ~ ~ L ~ I ~ B G U ~ I ~ ~ W I P ~ O P ~ ~ ~ U I ~ I ~ Y W I

p l A pl dr~mniiun"i~in:m'iidun~~4~.rudr:n~m~n'1~l~~~iq~o~iidi~siiiuR'~q~~~u~~~fi~

Lassar LI~ZFIDL:: (1995) ~ ~ ~ i n ~ ~ ~ ~ 1 . 1 ~ i ~ ~ ~ ~ ~ 6 ~ ~ i ~ ~ i ~ u ~ ~ ~ u ~ ~ u ~ 1 ~ 0 . 1 J gu3Tnnuuu1lmudrrnoui?u 5 ot6ds:nou \&a6 n ? r u n ~ t o o n u o ~ a r 14u6il (Brand

Pedomance) ~ ] ~ l f i >TI 0ws~dunY1 rand Value) m ~ l i h ~ dm 19 Ai~Ztnu (Social image) R 31U

u ' i? f f ld lT i (Trustwonhiness) 1 l ~ & ~ 3 1 ~ ~ j ~ ~ ~ ~ ~ ~ i 7 9 m l l d ~ 6 1 f i " F 1 ~ n 6 1 (Commitment) $ J ? A ~ mrvi~'ibuuudiisc (Pilor study) 8.r 3 n k ~ $ o $ ~ i n ~ s i ~ i n ? i % ~ i i i $ ~ d o iln:n--nadetnlc

1 n a w ~ ~ ' ~ ~ n t ~ u i m s i ~ d ~ 1 ~ % ~ ~ ~ n p f t ~ 1 e l l 4 ~ u n 1 ~ d ~ ~ ~ ~ ~ a i a ~ d ~ ~ a ~ ~ i ~ n ~ ~ ~ n ~ ~ ~ 0 ~ ~ ~ 1 ~ ~ d ~ 1

16 I ~noonuuus:uums?bd.rr i is~o~domna~u~uiu~~~ni i~~mn'~m-lr i~u 9

m s ~ u i ~ ~ ~ r ] r u r i i m ~ ~ d u ~ i l ~ ~ ~ ~ ~ ~ ~ u 3 ~ ~ 1 m dP~u~z~unl . l ib i ; rJTsnDpI~d~au ilvu(ino9 , ,

Consumer Value hf ode1 ik~rl1~u ill~l~l ~ r n ~ ~ n ~ t ~ % ~ f i A e r n i i Brand Dynamic Pyramid L W ~ D

~ I ~ ~ ~ ~ ~ ' P % I U ~ I I U V ~ I ~ ~ O P Global Brand Equity Model iUU1 L ~ O ~ B ~ U ~ ~ ~ ~ L I D U

ci v = . fyriin~mfls tuo.rwnliuhhir:ih'ulan ~ ~ ? J D I ~ ~ u ~ I ~ D u ~ L u ~ R ' ~ v F I ~ Aaker (1991) U09 Simon

ALfl:: Sullivan (1993) UO~U?;?~ Interbrand Group 6 U I ~ U ~ S s l U l O l ~ ~ ~ l 4 a ' ~ ~ 4 M 1 . 1 ~ l U f l 1 5 ~ u

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i i n ~ i u l d u 8 i k l n ~ ~ 1 ~ ~ i ~ ~ ~ ~ d ~ 4 ~ ~ b 1 ~ i ~ i 0 ~ 1 9 1 ~ 9 ~ ~ i i ~ 5 1 ~ ~ ~ i ~ d ~ ~ ~ ~ 0 ~ ~ fh

Anantachart (1999a) ?%lnlf 8 n ~ i b ~ 0 ~ ~ ~ ~ l n ' ~ ~ ' 1 7 ~ ~ & 1 u f l l u r n u o d ~ ~ ? 1 n n

i ~ n ~ n ~ ~ ~ ~ ~ a i u 8 u ~ u a " ~ u d ~ l l d ~ ~ ~ 6 ~ ~ ~ 0 ~ ~ u n 1 ~ ~ ~ f l ~ ~ n l ~ m ~ i ~ (hlarketing

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~uuol~b~u3i% n i u u l irnyipud (2543) Y A I B R T D U L L U ~ ~ R U O S Keller (1993) 13u Y '

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n l n k 3. I m ~ ~ s ~ 1 n u n ~ i u ~ u u e . r n ~ u W a s r i i ~ ~ u n 1 5 a ~ u ~ ~ ~ n u o ~ Yarnane Taro

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DPU

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dpulibdoc.dpu.ac.th/thesis/127850.pdf · according to the results of hypothesis testing, it was...

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