Chinese Automobiles in Thailand

Jinwen Huang () and Preecha Wararatchai ()
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Jinwen Huang: Suan Sunandha Rajabhat University, Graduate School
Preecha Wararatchai: Suan Sunandha Rajabhat University, College of Logistics and Supply Chain

A chapter in Proceedings of the 2025 5th International Conference on Informatization Economic Development and Management (IEDM 2025), 2025, pp 216-231 from Springer

Abstract: 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

Keywords: Brand Image Dimensions; Consumer Perception; Chinese Automobile Brands; Thai Market (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-724-3_22

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DOI: 10.2991/978-94-6463-724-3_22

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