BRAND EQUITY AND BUSINESS OPERATION FOR A COMPETITIVE ADVANTAGE OF REAL ESTATE BUSINESS IN TYPE OFCONDOMINIUM IN THAILAND

This research aimed to study: 1) the brand equity of real estate business in type of condominium in Thailand, 2) factors leading to competitive advantage of real estate business in type of condominium in Thailand, 3) a relationship between the brand equity of real estate business and factors leading to competitive advantage of real estate business in type of condominium in Thailand, and 4) business operations approach for a competitive advantage of real estate business in type of condominium in Thailand. Research methodology was a mixed method. Qualitative method was conducted by in-depth interview with 5 key informants who were executives of real estate business via semi structured questionnaire from marketing, competitive concept and integrated relevant research to make a questionnaire. Focus group was also conducted. Quantitative methodology was used as the main method. Data were collected from condominium owners in Thailand. The exact population is unknown via systematic random sampling of 385 respondents. The research instrument was questionnaire. Statistic treatments were frequency, percentage, mean, standard deviation, ranking, Pearson Correlation, and Multiple Regression Analysis.The research results were as follows: 1) the brand equity of real estate business in type of condominium in Thailand that was perceived at high important was brand awareness, brand identity, band preference, and brand loyalty respectively, 2) factors leading to competitive advantage of real estate business in type of condominium in Thailand that were perceived at high important levelwere creating differences, physical features of the condominium, condominium, after-sales service, marketing promotion, project location, condominium priceand distribution, respectively, 3) the brand equity of real estate business in type of condominium in Thailand that had a high relationship with factors leading to competitive advantage of real estate business in type of condominium in Thailand that are at high levels were creating differences, condominium, and after-sales service, but others were at moderate level, 4) success in business operations approach for a competitive advantage of real estate business in type of condominium in Thailand were project location, creating differences, the condominium, physical features of the condominium, after-sales service, marketing promotion, distribution and condominium price.