ภาพลักษณ์ตราสินค้าและคุณค่าตราสินค้าเสื้อผ้าเกรย์ฮาวนด์ออริจินัลและเพลย์ฮาวนด์บายเกรย์ฮาวนด์ / วรรธนฉัตร แสงมีน = Brand image and brand equity of Greyhound original and Playhound by Greyhound Clothings / Wantanachat Sangmeen
The objectives of this research were 1) To study brand image of Greyhound and Playhound clothing 2) To study brand equity of Greyhound and Playhound 3) To study the correlation between brand image and equity of Greyhound and Playhound 4) To study correlation between brand image of Greyhound original and Playhound by Greyhound 5) To study correlation between brand equity of Greyhound original and Playhound by Greyhound 6) To study correlation between brand image and brand equity of Greyhound original with brand equity of Playhound by Greyhound.
The quantitative research was used for brand image and brand equity of Greyhound and Playhound. The survey research used questionnaire to collect data from samples living in Bangkok and know both Greyhound and Playhound. The researcher used the sample scale of 400 according to Taro Yamane and set the reliability of the research to 95 percent and the acceptable error (e) within 5 percent.
The research showed that both Greyhound and Playhound have good overall brand image and brand equity. The quantitative research statistically showed that brand image of Greyhound and Playhound correlated to their brand equity. Also, Greyhound original and Playhound by Greyhound brand image are correlated. Greyhound original and Playhound by Greyhound brand equity are correlated. Lastly, brand image and brand equity of Greyhound original correlated to brand equity of Playhound by Greyhound.