ไม่มีข้อมูลบทคัดย่อภาษาไทย
Increasing imported coffee brands came to China to challenge the tea market after the opening economy for attracting foreign products and services in China. There was an estimation nearly 80% of attractive coffee having good strong branding background. The purpose of this study was to examine the practices and applications of a customer-based brand equity model in the imported coffee market and how consumer react and feel about the type of brand equity should find in imported coffee brands and shops. Based on Keller's Brand Equity Model as Conceptual Framework of brand equity, independent variables of brand identity, brand meaning, brand response, and brand relationships were set to test their relationship with brand equity along with demographic variables of gender, age, education, and disposable income. This study employed ANOVA through a quantitative survey based on the sample size of 501 online respondents from Guangdong of China to analyze the research outcomes. The significant findings indicated all demographic variables and independent variables were positively correlated to brand equity. The new coffee culture might be happened in China due to its expansion in the coffee market. Future studies for more extensive research extending to brand loyalty and awareness were also recommended to study Chinese consumers' change in selecting coffee brand equity.