Comparing brand equity of digital single lens reflex (DSLR) camera

Abstract

The objective of this study is to compare brand equity of Digital Single Lens Reflex (DSLR) cameras among users. Questionnaire was the instrument used for data collection via Internet. There were 400 respondents. Both descriptive and inferential statistics at significant level of 0.05 were used for analysis. Most of respondents were males, age between 26-30 years old, Bachelor degree, company employee, income less than 20,000 Baht/month, used Canon, and amateur level, experienced photography around 1-2 years. From research findings, Canon has the highest brand equity, followed by Nikon, Sony, and Olympus, respectively. For brand awareness, perceived quality and brand association perspectives, Canon has the highest score, followed by Nikon, Olympus and Sony, respectively. However, for brand loyalty perspective, Nikon has the highest score, followed by Canon, Olympus, and Sony, respectively. The attitudes of users toward perceived quality among the four brands were different. Attitudes toward brand association were indifferent between Canon and Nikon users and between Sony and Olympus users. For brand loyalty, there were indifferent in attitudes of Canon, Sony and Olympus users.