BRANDING AND LOGISTICS MANAGEMENT FOR COMPETITIVE ADVANTAGE IN SPORTS APPAREL BUSINESSES IN CHONBURI PROVINCE: A CONCEPTUAL SYNTHESIS

Information from the abstract

The sports apparel industry plays an important role in economic development and the sports industry, particularly among small and medium-sized enterprises (SMEs) that face intense competition. Brand creation and logistics management processes are considered strategic factors that influence business competitiveness. This study aimed to review and synthesize literature related to brand creation, logistics management processes, and the competitive advantage of sports apparel businesses in the context of Chonburi Province. A systematic literature review methodology was employed, using reliable academic documents from both domestic and international sources, which were selected according to criteria aligned with the objectives of the study. The literature review revealed that brand creation is related to competitive advantage in terms of differentiation and customer loyalty, whereas logistics management processes are related to competitive advantage in terms of cost and operational speed. In addition, the integration of brand creation with logistics management processes can strengthen sustainable competitive advantage. Therefore, this study highlights the importance of integrating these two factors in explaining the competitive advantage of sports apparel businesses and can serve as a guideline for developing strategies for SME entrepreneurs, as well as a knowledge base for future research, particularly in the context of Chonburi Province.

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Related topics: Customer Service Quality and Loyalty · Franchising Strategies and Performance · Consumer Retail Behavior Studies