คุณค่าตราสินค้าในธุรกิจบริการ: การพัฒนาและการทดสอบมาตรวัด

Abstract

This survey research study was aimed to explore: 1) levels of consumer-based brand equity in service business (CBES), by proposing a new measure which composed of brand awareness, brand loyalty, perceived quality, brand image, and brand’s experiential value, 2) relationship between CBES and consumer’s marketing response factors, and 3) relationship between CBES’ components and CBES itself.  Questionnaire was used to collect data from 536 consumers in the quick service restaurant (QSR) business, aged 17-60 years old, living in Bangkok.  Results indicated that KFC had more brand equity than Chester’s Grill significantly.  CBES of KFC and Chester’sGrill were positively related to their marketing response factors (i.e., brand satisfaction and purchase intent).  In addition, the proposed CBES model was reliable and valid.  In case that the brand had high budget, its brand image was positively related with its brand equity more than other components.  However, perceived quality was the key component for the brand with low budget.  Last, brand’s experiential value was proven to be an additional, important component for measuring brand equity.