Impact of Brand Image, Brand Self Expressiveness and Brand Engagement on Purchase Intention: The Mediator Role of Brand Love
DOI:
https://doi.org/10.53848/jlsco.v10i2.265811Keywords:
Brand Image, Brand Self-Expressiveness, Brand Engagement, Brand Love, Purchase IntentionAbstract
This research aims to study the direct influence of brand image, brand self expressiveness, and brand engagement on brand love and their indirect influence on purchase intention as the mediator role of brand love. Also, measure the level of the mentioned variables and confirm the brand love element. The research is quantitative with survey techniques. Populations were members of Tesla Club Thailand online communities, as of March 31, 2022, there are a total of 160,499 members. 400 samples were chosen randomly by non-probability based on convenience. Use the questionnaire as a research tool, collecting data online. Data were analyzed by frequency, mean, percentage and standard deviation. The hypothesis was tested by exploratory confirmation analysis and the structural equation model. The results showed that brand image does not influence brand love. While brand self-expressiveness and brand engagement influence brand love. Brand love has an influence on purchase intent at the statistical significance level of .05. All variables had a statistically significant indirect influence on purchase intent as partial mediation. All variables were relatively high. And the elements of brand love consisted of rationality and emotion. The benefits of this research will be applied in marketing to create a positive attitude among consumers in the electric vehicle industry that is becoming popular in the country.
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