การวัดคุณค่าตราสินค้าในกลุ่มธุรกิจธนาคารพาณิชย์

Abstract

The objective of this survey research was to examine consumer’s perception of brand equity in Thai commercial banking category. Questionnaires were used to collect data from 413 consumers, are between 20 and 60, living in Bangkok, who have had financial transactions with the bank and must be customer of Bangkok Bank, Krungthai Bank, Bank of Ayudhya, Siam Commercial Bank, Kasikornthai Bank or Thai Military Bank.

The finding revealed that, in Thai commercial banking category, brand equity of Bangkok Bank, Krungthai Bank, Bank of Ayudhya, Siam Commercial Bank, Kasikornthai Bank were in the same level and were significantly higher than that of Thai Military Bank. In addition, the results showed that in each element of brand equity : brand awareness, brand associations, perceived quality and brand loyalty, the score of Bangkok Bank’s , Siam Commercial Bank’s and  Kasikornthai Bank’s were in the same level and higher than  Krungthai Bank’s, Bank of Ayudhya’s and Thai Military’s. However, when considering brand equity, brand loyalty and market share no relationship was found.