การวัดคุณค่าตราสินค้าของผู้บริโภค ในวิสาหกิจขนาดกลางและขนาดย่อม

Abstract

This survey research had two objectives: (1) to measure consumer-based brand equity in small and medium enterprises (SME) based on brand knowledge and perception of brand relationship quality, and (2) to examine the relationship between SME brand equity and three consumer response factors brand preference, brand loyalty, and word  of  mouth.  Self-administered  questionnaires  were  used to collect data from 400 male and female respondents, aged 18 to 40, years living in Bangkok, who have been to two dessert cafes, After You and Cookies Crust, which are the brands selected for this study, at least once in the last 12 months. The findings showed that After You scored higher than Cookies Crust on the consumer-based brand equity scale. Empirically tested, each brand's equity score differed significantly from others. Moreover, the After You and Cookies Crust's brand equity scores were positively correlated with  all  consumer  response  factors  of  their own brands at a higher level than when being correlated with the same factors of the other brands.