Abstract
The importance of branding has raised concerns among marketers about how to properly address a brand and its origin, particularly when the country of origin is at a disadvantage. This study relied on secondary data regarding electrical appliances published by one of the largest modern retail stores in Thailand to examine the effects of branding and brand origin on product price premiums. The findings from the hedonic price model confirm the power of brand origin on consumer willingness-to-pay as well as the brand name effects on price premiums. Nevertheless, the effects of brand origin on price premiums are, to a certain extent, category-specific.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
