THE PURCHASE DECISION IS INFLUENCED BY PERSONAL BRAND COMMUNICATION THROUGH MASCOT AND PERCEIVED QUALITY
Keywords:
Personal Branding, Brand Experience Sharing, Perceived Quality, Purchase IntentionAbstract
This study aimed to study the relationship between personal branding and natural mascots created between consumers and brands and the impact on the purchases of Thai consumers by conducting a quantitative study through a sample of 400 people who have experience with brands using mascots as a medium for executives and communication of research results. The preliminary descriptive Statistic and structural equation modeling (SEM) determined that the chi-square value of the relationship (X²/df) and the p-value were not statistically significant, the CFI and TLI were generally 0.94, and the RMR and RMSEA were 0.07. The results of the study found that the brand personality in the dimensions of efficiency (sophistication) and capability (competence) will help respond to the statistics of product quality by the auditors evaluating the dimensions of "company buying" ( = 4.00) and "production quality" (
= 3.96) in executives. Sharing brand experiences through channels such as The fact that mascot images or messages directly influence the necessity to purchase (
= 4.03) and some of the brand's products to others (
= 4.01) results in this finding following from the fact that mascots are important in enhancing brand credibility and performance among consumers, with the structural equation results showing that people who know and tend to talk about (fit) themselves being a theoretical consequence.
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