Brand Equity, Competitive Advantage of Real Estate Business, in Nakhon Ratchasima Province

Abstract

This research aimed to study; 1) the brand equity of real estate business; 2) the competitive advantage factors of real estate business; 3) the relationship between brand equity of real estate business and competitive advantage factors of real estate business ; and 4) factors effect competitive advantage of real estate. Research and development methodology by mixed method was carried out by qualitative methodology by in-depth interviews of 5 key informants and executives of real-estate business, and quantitative methodology was the main. Data were collected from detached house owners in Muang Nakhon Ratchasima Province with 359 respondents. The research instrument was a questionnaire. Statistic treatments were frequency, percentage, means, standard deviation, and ranking, Pearson product-moment correlation coefficient, and regression analysis.

The research results were as follows: 1) brand equity of real estate business at a high level, were brand awareness, brand identity, brand preference, and brand loyalty respectively; 2) competitive advantage factors of real estate business at a high importance level were differentiate,  physical features of the village, house, after-sales service, marketing promotion, project location, house price, and distribution, respectively; 3) brand equity and competitive advantage factors of real estate business were moderate relationship level; and 4) competitive advantage factors of real estate business were project location, differentiate, the house, physical features of the village, after-sales service, marketing promotion, distribution, and price affected competitive advantage factors of real estate business in Nakhon Ratchasima Province of 60.3%.