Brand Equity Development of Online Health and Beauty Entrepreneurs Using Rough Set e-Delphi Technique

Abstract

The research is focused on the development of brand equity for online health and beauty product businesses in Thailand. It aims to provide a clear framework for studying various aspects of brand equity using Aaker's brand equity model as a foundation. The study expands upon this by employing the Rough Set e-Delphi Technique to draw conclusions and serve as a guide for future research, the research objectives are as follows to examine the consistency of quality development in brand equity for online health and beauty product businesses in Thailand. To conduct qualitative research, using interview techniques with experts knowledgeable and experienced in the health and beauty industry to utilize the Rough Set e-Delphi Technique in the following steps: problem identification, literature review, and expert selection from governmental, academic, and entrepreneurial organizations. Subsequently, the opinions of all selected experts will be gathered through an e-Delphi process, conducted in three rounds to summarize the findings of the qualitative research, serving as a reference for measuring the consensus of all experts involved. In summary, the research aims to explore and understand brand equity development in the context of online health and beauty products in Thailand, utilizing a rigorous methodology and expert insights from different sectors to provide valuable guidance for future research endeavors.