The Brand Values Development from The Customer’s Perspective in Sports Apparel Business in Thailand.

Main Article Content

Thanarit Thanaiudompat


This study aimed to develop a framework for brand value development in the sports apparel industry in Thailand, specifically from the perspective of customers. A mixed-methods approach, utilizing both quantitative and qualitative research methods, was employed. The quantitative research was conducted to investigate the causal and outcome relationships among market-focused factors, corporate transparency, and customer-perspective brand equity. A questionnaire survey was administered to 376 registered sports apparel businesses in Thailand. Additionally, qualitative research was conducted through phenomenological methods, using in-depth interviews with industry experts. The validation and confirmation of the in-depth interview results were performed through a group discussion with the committee on the sports industry within the Federation of Thai Industries, comprising three industry professionals and two academic experts in sports business management. The collected data were analyzed using confirmatory factor analysis and structural equation modeling techniques.

The study examined the relationship between market orientation, corporate transparency, and brand value in the context of the sports apparel business in Thailand. The results revealed that Market Orientation exerted a direct influence on brand value from the customer perspective, while also exerting an indirect influence through corporate transparency as perceived by customers. Moreover, Market Orientation was found to have a direct influence on corporate transparency from the customer perspective. Additionally, corporate transparency from the customer's point of view was identified as a crucial factor in determining brand value from the customer's point of view. The statistical analysis confirmed that the hypothetical model was consistent with the empirical data. Specifically, the χ2 value was 53.65, the p-value was 0.08, the χ2/df was 0.84, the GFI was 0.96, the AGFI was 0.97, and the RMSEA was 0.01. These results underscore the significance of corporate transparency and Market Orientation for enhancing brand value in the sports apparel industry of Thailand. The findings have practical implications for business managers in this sector and suggest that they should prioritize Market Orientation and corporate transparency to boost brand value and enhance customer satisfaction.

Article Details

How to Cite
Thanaiudompat , T. (2023). The Brand Values Development from The Customer’s Perspective in Sports Apparel Business in Thailand. Interdisciplinary Research Review, 18(2). Retrieved from
Research Articles


Aaker, D.A. (1996). Measuring brand equity across products and markets, California Management Review 38(3) 102 – 120.

Achilleas, B. (2022). Exploring the Sources of Consumer-Based Brand Equity in the Cryptocurrency Market. Review of Marketing Science. 20 Issue 1, p233-255. DOI: 10.1515/roms-2022-0025.

Agarwal, S., Erramilli, K.M. and Dev, C.D. (2003) Market Orientation and Performance in Service Firms: Role of Innovation. Journal of Services Marketing, 17, 68-82.

Bamberger, B, Homburg, C. and Wielgos, D. (2021). Wage Inequality: Its Impact on Customer Satisfaction and Firm Performance. Journal of Marketing, 85 Issue 6, p24-43. 20. DOI: 10.1177/00222429211026655

Chloe, E. (2015). Evading the Transparency Tragedy: The Legal Enforcement of Corporate Sustainability Reporting. Hastings Business Law Journal, 11( 2)pp. 361-384.

Christodoulides, G., Cadogan, J. W., & Veloutsou, C. (2015). “Consumer-based brand equity measurement: lessons learned from an international study”. International Marketing Review, 32(3/4) : 307-328.

Chun, E., Joung, H., Lim, Y. and Ko, E. (2021). Business transparency and willingness to act environmentally conscious behavior: Applying the sustainable fashion evaluation system "Higg Index". .Journal of Global Scholars of Marketing Science. 31 Issue 3, p437-452. 16p. DOI: 10.1080/21639159.2021.1904784.

Creswell, J. W. (2013). Qualitative Inquiry and Research Design: Choosing Among Five Approaches. Washington DC: Sage.

Department of Business Development. (2022, October 26). Search for corporate information and types of businesses in Thailand. Retrieved from

Farquhar, P. H. (1989). “Managing Brand Equity”. Marketing Research, 1(3) : 24-33.

Fortune, E.A., Richard, B., Henry, B., Kwan, S.S., Dohyun, I. and Kwasi, O. (2022). Salesforce output control and customer-oriented selling behaviours. Marketing Intelligence & Planning, 2022, Vol. 40, Issue 3, pp. 344-357.

Garcia, S., Isabel, M., Gomez, M., Maria, E., David, F. and Rodriguez, A. (2019). The explanatory effect of CSR committee and assurance services on the adoption of the IFC performance standards, as a means of enhancing corporate transparency. Sustainability Accounting, Management and Policy Journal, volume 10, issue 5, page 773-797. DOI: 10.1108/sampj-09-2018-0261

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.

Huang, M.-H., Cheng, Z.-H., & Chen, I.-C. (2017). “The importance of CSR in forming customer company identification and long term loyalty”. Journal of Services Marketing, 31(1) : 28-40.

Huang, M.-H., Cheng, Z.-H., & Chen, I.-C. (2017). “The importance of CSR in forming customer company identification and long term loyalty”. Journal of Services Marketing, 31(1) : 28-40.

Hur, W. M., Kim, H. and Woo, J. (2013). How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation, Journal of Business Ethics 125(1) 1 - 12.

Islam, T., Ahmed, I., Ali, G., & Sadiq, T. (2016). “Behavioral and psychological consequences of corporate social responsibility: need of the time," Social Responsibility Journal, Emerald Group Publishing, vol. 12(2), pages 307-320.

Jing, G., Qingjin, P., Liyan, Z., Runhua, T. and Jianyu, Z. (2021). Estimation of product success potential using product value. International Journal of Production Research. 59(18), 5609-5625. DOI: 10.1080/00207543.2020.1788733.

Jing, G., Qingjin, P., Liyan, Z., Runhua, T. and Jianyu, Z. (2021). Estimation of product success potential using product value. International Journal of Production Research. 59(18), 5609-5625. DOI: 10.1080/00207543.2020.1788733.

John, E.G. and Amy, E. (2022). Discipline: A Value-Added Investment Management Proposition. Journal of Financial Service Professionals. Vol. 76 Issue 5, p18-22

Keller, K. L. (1993) Conceptualizing, Measuring, Managing Customer-Based Brand Equity, Journal of Marketing 57(1) 1 - 22.

Khare, Y. P., Munoz-Carpena, R., Rooney, R. W., & Martinez, C. J. (2015). A multi-criteria trajectory-based parameter sampling strategy for the screening method of elementary effects. Environmental Modelling and Software, 64(2), 230-239.

Kohli, A. K., Jaworski, B. J. and Kumar, A. (1993). MARKOR: A measure of market orientation. Journal of marketing research. 30(4), 467-77.

Marketeer. (2022). Marketing is Everything. July 19, 2022. Retrieved from

Mishra, P. and Datta, B. (2011). “Perpetual Asset Management of Customer-Based Brand Equity – The PAM Evaluator Current Research”. Journal of Social Sciences, 3(1) : 34-43.

Omorodion, O., Joseph, A. and David, I.A. (2022). Innovation Strategies and Market Orientation in Selected Nigerian Banks. Oradea Journal of Business and Economics, Vol 7, Iss 1, Pp 45-61. DOI: 10.47535/1991ojbe137

Phattana, W. and Thipjumnong, A. (2020). Brand Equity Affects the Purchase Decision of Songkhla OTOP Product. Journal of Humanities and Social Sciences,12 (23), 63-72.

Pothisita C. (2013). Science and art of qualitative research. (6th edition). Bangkok: Amarin Printing.

Quairel-Lanoizelee, F. (2016). “Are competition and corporate social responsibility compatible?: The myth of sustainable competitive advantage”. Society and Business Review, 11(2) : 130-154.

Roman, C., Natalia, S. and Tatiana, C. (2022). Trends in the Field of Electromobility—From the Perspective of Market Characteristics and Value-Added Services: Literature Review. Energies, 15(17), p6144. 19p. DOI: 10.3390/en15176144.

Singcram, P. and Thanaiudompat, T. (2023). The Development of a National Sport Event Management Model that Affects the Value Added of the Sport Industry in Thailand. Emerging Science Journal 7 (2), 445-454.

Sumana, C. (2022). Causal model development of customer-based brand equity of online food delivery agency business in Thailand. Interdisciplinary Research Review, 7(3), 12 – 16.

Thailand Textile Institute (2022). Sportswear and children's clothing drives global market growth. Accessed on April 1, 2022,

Thanetsunthorn, N., & Wuthisatian, R. (2016). “Current state of corporate governance: global business and cultural analysis”. Management Research Review, 39(11) : 1431-1446.

Thomas, F. and Lin, Y.E. (2017). Blinds up or down? The influence of transparency, future orientation, and CSR on sustainable and responsible behavior. European Journal of Marketing, 498(1), 476-490. DOI. 10.1108/EJM-10-2016-0576

Tunay, K. B., & Yüksel, S. (2017). “The relationship between corporate governance and foreign ownership of the banks in developing countries”. Contaduría y Administración, 62(5) : 1627-1642.

Victor, O., Mehmet, B.S., Oluwatobi, A.O. and Ali, O. (2022). Service beyond the status quo: the ripple effect of corporate social responsibility and internal marketing on employee's customer-oriented behavior. International Journal of Bank Marketing, 40(4). 820-841.

Wang, L. and Finn, A, (2013),”Heterogeneous sources of customer-based brand equity within a product category”, Marketing Intelligence and Planning, Vol. 31 Issue 6 pp. 674 – 696

Yang, Z. (2021). Analysis of Customer-Oriented Information for Tourism Enterprises Under the Social Media Environment. Entrepreneurship Research Journal, 11 Issue 2, p25-45. 21p. DOI: 10.1515/erj-2020-0279.

Yuying, S. (2022). How Do Different Brand Equity Measures Affect Long-Term Promotional Effectiveness? Review of Marketing Science, 20 Issue 1, p175-205. DOI: 10.1515/roms-2022-0003.

Zahra, O., Hamidreza, K. and Mohsen, B. (2021). An integrated model for customer equity estimation based on brand equity. International Journal of Market Research, 63 (5), p635-664. DOI: 10.1177/1470785320954116

Zhe, Y. and Yujia, F. (2022). Managing product value uncertainty: The role of ex ante product value delivery. Journal of the Operational Research Society. 73(5), 1053-1072. DOI: 10.1080/01605682.2021.1892461.

Zupan, S., & Milfelner, B. (2014). “Social responsibility, motivation and satisfaction: small hotels guests' perspective”. Kybernetes, 43(3/4) : 513-528.