Cattaleeya Charpavang and Satakoon Kaewmungkoon
The purpose of this research is to investigate the relationships among Brand management, brand equity, and marketing performance. The data was collected by mail survey questionnaires of Thai exporting firms by utilizing the resource-based view (RBV), Stakeholder theory, and structure conduct performance (SCP) to explain the conceptual framework. Marketing director/manager is assigned as the key informant of this research. The questionnaires were sent to 1000 marketing director/marketing managers who were key informants. With regard to the questionnaire mailing, 150 surveys were undeliverable because some firms were no longer in business or had moved to unknown locations. This study is intended to provide a clearer understanding of the relationships among Brand management, brand equity and marketing performance. This research makes an important contribution to theory. Advocating and expanding RBV and Stakeholder theory to explain our conceptual model in this study. According to the RBV of the firm, the differences in resources and capabilities lead to achieve competitive advantages and gain higher performance. Moreover, advocating and expanding structure conduct performance theory (SCP) explain the relationships between brand equity and marketing performance. From the results of this study reveals brand equity contribute to marketing performance. Thus, marketing segment should concern the major part of brand strategy that leads to competitive advantage. Because of brand equity leads to overall marketing performance.