1. 1
Measuring Customer-Based Brand Equity of Pepsi
In Mueang District, Chiang Mai Province
Department of Business Administration, Faculty of Business Administration
Payap University, Chiang Mai.
261
R2 69.70
ABSTRACT
This research aims to study customer-based brand equity of Pepsi in Mueang District,
Chiang Mai Province and investigate to the four dimensions of brand equity for predicting the
overall brand equity of Pepsi. The sample group consisted of 261 customers who have been
2. 2
drinking Pepsi, then data was processed and analyzed in terms of frequency, percentage,
means, standard deviation and multiple regression analysis.
The results of the research revealed that the mean scores of the four dimensions of
brand equity at a high level were brand awareness, brand association and brand perceived
quality, However the brand Loyalty was at a moderate level. A multiple regression analysis
found an R2
= 0.697 suggesting that brand awareness brand perceived quality and brand
loyalty can predict the overall brand equity of Pepsi, explained 69.70 percent of the overall
brand equity of Pepsi.
:
Key Words: Brand Equity, Pepsi, Customer
Brand
Aaker,
(Keller,
1993) Aaker,
1996
Yoo and Donthu, 2000
18. 18
http://www.marketeer.co.th/inside_detail.php?inside_id=1963
Aaker, D.A. (1991). Managing Brand Equity: Captializing on the Value of
a Brand Name. New York: Free Presss.
_________ . (1996a). Building Strong Brand. New York: the free Press.
Ann Mitsis. (2007). Antecedents to Student-Based Brand Equity :
Student Brand Loyalty
and Perceived Quality in Higher Education. PhD. (Faculty of
Business and Law).
School of Management. The University of Victoria.
Cochran, L.J. (1997). Sampling Techniques. New York: Wiley.
Keller, Kevin Lane. (1993). ). Conceptualizing, Measuring., & Managing
Customer-based Brand Equity.
Journal of Marketing. January 57 : 1-22.
Kotler, Philip. And Keller, Levin Lane. (2009 Marketing Management.
(13 th ed.) New Jersey, Pearson Education. Inc.,
Upper Saddle River.
Xiao Tong and Tana M. Hawley Measuring customer – based
brand equity: empirical evidence from the
sportswear market in china. Journal of Product and Brand
Management. April, 18 :
Yoo, B., Donthu, N. and Lee, S. (2000). An Examination of Selected
marketing Mix Elemants and brand equity.