Disentangling the role of income level on premium brand perceived quality, awareness, association, and loyalty: A comparative study within Thailand and Indonesia


  • Komm Pechinthorn International Business Management, International College, Rajamangala University of Technology Krungthep, Bangkok
  • Nico Irawan International Business Management, International College, Rajamangala University of Technology Krungthep, Bangkok
  • Kyawt Shinn Thant Zin International Business Management, International College, Rajamangala University of Technology Krungthep, Bangkok
  • Sineenat Suasungnern International Business Management, International College, Rajamangala University of Technology Krungthep, Bangkok
  • Jirangrug Samarkjarn International Business Management, International College, Rajamangala University of Technology Krungthep, Bangkok
  • Rahmawati Rahmawati Department of Management, Faculty of Economics and Business, University of Islam Malang, Malang




Brand Awareness, Brand Associations, Brand Loyalty, Perceived Quality, Income


The level of income is one of the specific consumer conditions that susceptible to influence their brand decision-making. Unfortunately, studies on the influence of income mainly focused on price without considering the relationship between brand and consumers. This study aims to examine how brand perceived quality, awareness, association, and loyalty related to the level of income in emerging countries like Thailand and Indonesia. Premium and high-class coffee chain brands choose as the object of this study as the exponential growth of the coffee culture in both countries. A total of 283 respondents have completed an online questionnaire and verified it to be processed into the analysis of variance (ANOVA) and LSD post hoc test for multiple comparison statistical analysis. The result of this study shows that although high-income and low-income consumers in Thailand tend to have the same perceived quality toward the premium coffee brand, in general, there is a significant difference in the mean of brand perceived quality, awareness, and association between various consumers income level in Thailand. Interestingly, this study found that there is no significant difference in the mean of premium coffee brand perceived quality, awareness, association, and loyalty within the group of income levels in Indonesia. This indicates that Indonesians tend to ignore how much money they have in their pocket when it comes to coffee as the coffee culture becoming a new habit and lifestyle.


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How to Cite

Pechinthorn, K., Irawan, N., Thant Zin, K. S., Suasungnern, S., Samarkjarn, J., & Rahmawati, R. (2021). Disentangling the role of income level on premium brand perceived quality, awareness, association, and loyalty: A comparative study within Thailand and Indonesia. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 18(1), 80–95. https://doi.org/10.31106/jema.v18i1.10208