Perception, Brand Image, and Expectations Toward Pawnshop Brands Across Thai Generations: A Case Study of Easy Money

Abstract

The shifting consumer landscape, marked by the emergence of Generations Y and Z as major purchasing power, has brought significant challenges to traditional businesses, including the pawnshop industry in Thailand. This sector is facing intensified competition from digital lending services as well as barriers posed by social stigma. This article aims to analyze and compare the perceptions, brand image, and expectations of consumers across different generations (Generations X, Y, and Z) toward the pawnshop business, using “Easy Money” as a case study to synthesize strategic brand communication guidelines suitable for the current business context.

This academic article synthesizes the literature and finds significant generational differences in perception and expectation. For Generation X, trustworthiness, asset security, and professionalism of service are the most important evaluation criteria. Generation Y values the overall experience and a modern brand image that can reduce feelings of shame and is highly influenced by online social media reviews. Meanwhile, Generation Z, as digital natives, expects a seamless digital-first experience along with maximum transparency and brand authenticity.

The article proposes an integrated brand communication strategy framework tailored to each target group, consisting of: 1) The perception , 2) The brand image, and 3) The expectations toward pawnshop brands across Thai generations.

Finally, the article recommends future directions for qualitative research to test rebranding concepts, and quantitative research to assess effectiveness and build consumer decision-making models.