The Dynamic of Brand Equity

This article explores the concept of a country's brand equity (i.e. Thailand) and the way in which consumers around the world perceive the notion of Thai-ness via the essential qualities of Thai products and services. Focus group and in-depth interviews, together with an online survey, were conducted over a period of one year, resulting in the following four major descriptions of Thailand’s brand equity: Fun, Fulfilling, Friendly and Flexible. The proposed framework of Thai-ness demonstrates the dynamic of brand equity and moves beyond the previous concept that emphasizes the consistency and reliability of brand equity.


Krittinee Nuttavuthisit (2006) ,"The Dynamic of Brand Equity", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 2-3.


Krittinee Nuttavuthisit, Chulalongkorn University, Thailand


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

Share Proceeding

Featured papers

See More


A Phenomenological Examination of Internet Addiction: Insights from Entanglement Theory

Mohammadali Zolfagharian, Bowling Green State University
Atefeh Yazdanparast, University of Evansville
Reto Felix, University of Texas Rio Grande Valley, USA

Read More


The Journey That Makes Us: The Impact of Residential Mobility on Self-clarity and Consumer Motivation

Linying Sophie Fan, Hong Kong Polytechic University
Yajin Wang, University of Maryland, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More


How Mortality Salience Shapes Consumers’ Responses to Brands

Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.