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Brand Personality Influencing Customers' Intention to Purchase at Thai Restaurant Chains in Bangkok, Thailand: The Mediating Role of Online Word-of-Mouth. |
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| รหัสดีโอไอ | |
| Creator | Sruangporn Satchapappichit |
| Title | Brand Personality Influencing Customers' Intention to Purchase at Thai Restaurant Chains in Bangkok, Thailand: The Mediating Role of Online Word-of-Mouth. |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2563 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 7 |
| Journal No. | 2 |
| Page no. | 171-187 |
| Keyword | brand personality, online word-of-mouth, purchase intention, Thai restaurant chains |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/16808 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | Brand personality is an important factor in marketing. Brand personality is the attempt to form an emotional bond between customers and the brand in order to help boost profitability. It also can be applied to differentiate one's brand from other similar brands and help it stand out. Without specialization, a commodity that is selling has to use price promotions or the brand is going to stagnate or eventually decline. For this reason, the aim of this study is to investigate if brand personality and online word-of-mouth are factors that influence customers' purchase intention in the restaurant sector, especially Thai restaurant chains. A sample of 360 students was drawn using convenience sampling from the target population. Data was collected using questionnaires. This study used the structural equation modeling: SEM to test hypotheses. The results of the study showed that brand personality and online word-of-mouth have positive and significant effects on customers' purchase intentions. Furthermore, there was a significant mediating effect of online word-of-mouth between brand personality and purchase intention. The study also recommends that restaurant managers and marketers focus on brand personality and online communication channels, and update their marketing strategy to attract more customers for Thai restaurant chain brands that can lead to purchase intention. |
