Advances in Economics and Business Vol. 4(7), pp. 332 - 338
DOI: 10.13189/aeb.2016.040702
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Stakeholder-based Brand Equity Affecting Marketing Performance


Rungtiwa Wongprasha *, Vichit U-on
Graduate College of Management, Sripatum University, Thailand

ABSTRACT

The establishment of the ASEAN Economic Community (AEC) in 2015 is a major milestone in the regional economic integration agenda in ASEAN, offering opportunities in the form of a huge market of US$2.6 trillion and over 622 million people. A vital role of private universities is expected to grow increasingly. Private universities must self-improve for the establishment of the AEC, to keep up with up to date and changing environment. Nowadays, a pattern of Thai private universities has been gradually changed. All stakeholders involved with the private universities may rely on the governmental sector. They should determine policy that supports enhancement towards international educational baseline. Therefore, standardized system of Thai education must be established and compliance. Currently, Private universities compete with each other to succeed drawing a number of incoming students. It is obvious that private universities then rely on stakeholder brand equity in order to differentiate among private universities that lead to brand creation. Building awareness of private universities and association with any stakeholders is crucial for public and private educations as a whole. The objectives of this study were to: 1) identify influencing factors affecting stakeholder-based brand equity for Thai private universities, and 2) review stakeholder-based brand equity affecting marketing performance. Research methodology includes with population and sampling determination which are 10 private universities, along with students, alumni, parents, and graduates of 800 subjects. This research study used multi stage sampling for collecting data from October to December 2015. The response rate was 100 % of 800 questionnaires. For the data analysis, it appeared that the study used structural equation modeling in which the analysis was found that customer relationship management, marketing mix 7'ps, perceived service quality positively affecting stakeholder-based brand equity. It was also reviewed that stakeholder-based brand equity positively affecting marketing performance. Besides that, marketing performance was slightly affected by customer relationship management, marketing mix 7'ps, and perceived service quality that were relevant to determined hypotheses.

KEYWORDS
Customer Relationship Management, Marketing Mix, Perceived Service Quality, Stakeholder-based Brand Equity, Market Performance

Cite this paper
Rungtiwa Wongprasha , Vichit U-on . "Stakeholder-based Brand Equity Affecting Marketing Performance." Advances in Economics and Business 4.7 (2016) 332 - 338. doi: 10.13189/aeb.2016.040702.