The Perception of Customer-based Brand Equity in China's tea industry: A case study Tian Shang Ren Jian Brand

Hui  Wang; Pongsiri Kamkankaew; Phithagorn  Thanitbenjasith; Vachiraporn  Phattarowas; Surakit  Khumwongpin

doi:10.60027/ijsasr.2023.2979

Authors

Hui Wang Faculty of Business Administration, North-Chiang Mai University, Thailand https://orcid.org/0000-0001-6812-0285
Pongsiri Kamkankaew Faculty of Business Administration, North-Chiang Mai University, Thailand https://orcid.org/0000-0002-5885-4805
Phithagorn Thanitbenjasith Faculty of Business Administration, North-Chiang Mai University, Thailand https://orcid.org/0000-0002-8967-8285
Vachiraporn Phattarowas International Collage, North-Chiang Mai University, Thailand https://orcid.org/0000-0003-3220-9653
Surakit Khumwongpin International Collage, North-Chiang Mai University, Thailand https://orcid.org/0000-0002-3011-1540

DOI:

https://doi.org/10.60027/ijsasr.2023.2979

Keywords:

Brand Name; , Brand Equity; , Customer-based Brand Equity;, Chinese Tea

Abstract

Background and Aim: A brand equity might be its monetary value, its position in a company's balance sheet, or customers' loyalty and confidence in the goods offered by the business. This study aims to explore the level of perception of customer-based brand equity of the Tian Shang Ren Jian brand in China's tea industry and to study the guideline for Customer based Brand Equity development of the Tian Shang Ren Jian brand in China's tea industry

Materials and Methods: This research is a quantitative research method. The total sample size for the research will be 385 customers of the Tian Shang Ren Jian brand. The questionnaire was used as a tool to collect data. Statistical values such as percentage, frequency, mean, and standard deviation were used for data analysis.

Results: The results suggest that each of the variables demonstrated elevated values, with an average score of 4.11 and a deviation from the mean of 0.64. The levels of brand awareness, image, perceived quality, and loyalty were significantly higher. Tian Shang Ren Jian's customer-based brand equity ideas can help China's tea sector build successful partnerships by emphasizing individualization and self-conceptual links. Tian Shang Ren Jian needs to improve its understanding of the brand, sales promotion, and digital media technologies to uphold consumer confidence and enhance brand/product communication.

Conclusion: Tian Shang Ren Jian's customer-based brand equity ideas can help China's tea sector build successful partnerships, with an average score of high level from the mean. Managers and marketers of Tian Shang Ren Jian brand should review their situation analysis and rethink their brand identity to improve sustainability.

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