The Influence Of Brand Equity On Marketing Performance Of SAMSUNG And OPPO In Thailand

The world economic environment rapidly changes. The business must adjust to the changing as well as strategies for various situations and competition intensifier. 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 needs to develop the product and business strategies. The competitiveness of smartphone market in Thailand is contending fiercely because the features and attributes of all smartphones resemble in the consumer market. Therefore, it is very difficult for consumers to distinguish between products due to the variety and accessibility. In this study, we selected SAMSUNG and OPPO smartphone brand because SAMSUNG and OPPO launched its smartphone with intensive and energetic marketing campaigns in Thailand market. The research was aimed to explore the distinctive aspects of brand equity dimensions which compose on brand market performance, brand awareness, brand association, perceived quality, country of origin and marketing campaign. It also analyzed the influence of these dimensions on market share.The study employed factor analysis, correlation analysis and regression analysis to investigate the relationships of the dimensions of brand equity. The analysis consists of two parts:the OPPO smartphone and SAMSUNG smartphone. The hypothesis testing is divided into3part include:Part1is the relationship of brand association, brand awareness, country of origin and perceived quality. Part2is the relationship of perceived quality, marketing campaign and brand market performance. Part3is the relationship of overall brand equity dimension (perceived quality, brand association, brand awareness, country of origin and marketing campaign and brand market performance).Summary of analysis the relationship and influence of brand equity dimension (brand awareness, brand association, perceived quality, marketing campaign and country of origin) on brand market performance of OPPO and SAMSUNG smartphone users in Thailand found that brand market performance of OPPO smartphone has a positive relation to brand association and perceived quality. Moreover, brand market performance has a negative relation to country of origin. On the other hand, brand awareness and marketing campaign have not a relation to brand market performance of the OPPO smartphone in Thailand. For SAMSUNG smartphone found that brand association and perceived quality have a positive relation to brand market performance, but brand awareness, marketing campaign and country of origin have not a relation to brand market performance of SAMSUNG smartphone in Thailand. The results indicated that perceived quality and brand association are the key important drivers of brand market performance of both OPPO and SAMSUNG smartphone. This is an important finding for entrepreneurs that need to emphasize loyalty programs in the smartphone market. The loyalty programs of consumer will turn affects firm marketing performance both of market share and profitability. For the marketing implications of this study can be suggest the entrepreneur and marketing managers for designing and creating the marketing strategy for smartphone industry in Thailand, which can consider component9P as follow:1. Product innovation Strategy,2. Price appropriates Strategy,3. Place Strategy,4. Promotion Strategy,5. Personal selling Strategy,6. Public relation and advertising Strategy,7. Post-sales support Strategy,8. Point timing Strategy,9. Power allianceTherefore, the entrepreneur and marketing manager are absolutely necessary when taken the smartphone launch to market in Thailand. Especially the Chinese brand, which is a brand that takes effort to penetrate the market in Thailand due to the negative attitude of Thai consumers towards the Chinese brand. It must be managed an effective9P marketing strategy, particularly and there has a great brand managed to defeat the hearts of Thai consumers, which it means the company will increase firm market performance, such as gaining higher market share, new customers, reducing marketing costs, supporting brand extensions, strengthening brand to the competitive threats and profitability that will make the company have a sustainable completive advantage in Thailand.