การวัดคุณค่าตราสินค้าบุคคล

Abstract

The objective of this article were to: 1) measure the level of personal brand equity, and 2) examine the relationships between personal brand equity and consumer’s response in three aspects which are active engagement, role model influence, and purchase intent. The survey research was conducted using questionnaires to collect data from 436 samples, aged between 18-35 years old, living in Bangkok. The type of personal brand chosen for this study was actor/actress. Four were selected: Teeradej Wongpuapan (actor), Chakrit Yamnam (actor), Ann Thongprasom (actress), and Patchrapa Chaichue (actress). The findings revealed that, in the male category, Teeradej Wongpuapan’s personal brand equity was higher than Chakrit Yamnam’s one while Ann Thongprasom’s personal brand equity was higher than Patchrapa Chaichue’s one in the female category. In addition, all four personal brand equity scores were significantly and positively related to all their consumer’s response scores, except only Ann Thongprasom’s personal brand equity and her purchase intent that were related insignificantly.