Title: Brand and brand origin valuations: a case of the electrical appliance market in Thailand

Authors: Chompunuch Pongjit; Yingyot Chiaravutthi

Addresses: Business Administration Division, Mahidol University International College, Salaya, Nakorn Pathom 73170, Thailand ' Business Administration Division, Mahidol University International College, Salaya, Nakorn Pathom 73170, Thailand

Abstract: The importance of branding has raised concerns among marketers about how to properly address a brand and its origin, particularly when the country of origin is at a disadvantage. This study relied on secondary data regarding electrical appliances published by one of the largest modern retail stores in Thailand to examine the effects of branding and brand origin on product price premiums. The findings from the hedonic price model confirm the power of brand origin on consumer willingness-to-pay as well as the brand name effects on price premiums. Nevertheless, the effects of brand origin on price premiums are, to a certain extent, category-specific.

Keywords: hedonic price model; brand name; brand origin; electrical appliance; Thailand.

DOI: 10.1504/IJBIR.2018.094761

International Journal of Business Innovation and Research, 2018 Vol.17 No.2, pp.187 - 209

Received: 08 Apr 2017
Accepted: 24 Jun 2017
Published online: 15 Sep 2018 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article