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

Author

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  • Chompunuch Pongjit
  • Yingyot Chiaravutthi

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.

Suggested Citation

  • Chompunuch Pongjit & Yingyot Chiaravutthi, 2018. "Brand and brand origin valuations: a case of the electrical appliance market in Thailand," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 17(2), pages 187-209.
    • Handle: RePEc:ids:ijbire:v:17:y:2018:i:2:p:187-209
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