The Association of Brand Equity Dimension and Market Share: A Case Study of Smartphone in Thailand

Zhang Jing, Chatchai Pitsaphol, Rizwan Shabbir


The global market situation is quite different as compared to a specific region. The most of business wants to be the leader in their industries which need to increase higher market share and competitive advantage. Especially, in the smartphone industry in Thailand should be learning the consumer value and consumer behavior. The   branding is important for the consumer purchasing  because the features and attributes of all smartphones resemble in the consumer market. Therefore, this study aimed to determine the factors of consumer based brand equity dimension that affect smartphone market share in Thailand.  To build a market share  and a strong brand must be composed of building brand loyalty, brand awareness, perceived quality and brand image. This paper analyzed the three variables of brand equity by considering Samsung and Oppo Smartphone brand because it is the leading smartphone firm in Thailand. The findings showed that brand loyalty, brand awareness and brand image was significant statistically associated and influenced on market share. As each dimension of brand equity results can increase profitability and firm’s performance of the company, so the model of smartphone market share in this study could guide marketing strategies of Smartphone industry to create a competitive advantage and expand its consumer base in Thailand market. Thus, investors and marketers should consider their dimensions for building a strong Smartphone brand.

Keywords: Brand Equity, Brand loyalty, Brand Awareness, Brand Image, market share and Smartphone

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