Chinese Automobiles in Thailand

Analyzing Brand Image Dimensions and Their Impact on Consumer Perception

DOI

10.2991/978-94-6463-724-3_22How to use a DOI?

Keywords

Brand Image Dimensions; Consumer Perception; Chinese Automobile Brands; Thai Market

Abstract

As the globalization of the automotive industry continues to accelerate, the significance of brand image in shaping consumer perception has become increasingly prominent, particularly in emerging markets such as Thailand. Despite the expanding market share of Chinese automobile brands in Thailand, there remains limited research on how various dimensions of brand image influence consumer perceptions. This study specifically focuses on analyzing key dimensions of brand image, including price, quality, after-sales service, technological innovation, and environmental performance, and their impact on the consumer perception of Chinese automobile brands in the Thai market. Data were collected using structured questionnaires distributed to 102 respondents in Bangkok. Reliability and validity of the survey were confirmed through Cronbach’s Alpha and KMO tests. Regression analysis was employed to evaluate the significance of each brand image dimension. The findings reveal that price positioning is the most critical factor influencing brand perception (Beta = 0.49, p < 0.01), while quality and after-sales service also exert significant positive effects, enhancing consumer trust and loyalty. This study contributes empirical evidence to the understanding of the interplay between brand image dimensions and consumer perception in the Thai automotive market. It also offers actionable insights for Chinese automobile brands to refine their market strategies, focusing on competitive pricing and improved service quality, to strengthen their market position in Thailand.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jinwen Huang
AU  - Preecha Wararatchai
PY  - 2025
DA  - 2025/05/26
TI  - Chinese Automobiles in Thailand
BT  - Proceedings of the 2025 5th International Conference on Informatization Economic Development and Management (IEDM 2025)
PB  - Atlantis Press
SP  - 216
EP  - 231
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-724-3_22
DO  - 10.2991/978-94-6463-724-3_22
ID  - Huang2025
ER  -