| 520 สาระสังเขป |
Consumer purchase intention is one of the most studied factors in marketing research. Since it is considered the leading factor to customer purchase and customer loyalty. The current study focuses on the factors affecting consumer purchase intention in the context of Thailand. The independent variables included attitude towards celebrity, attitude towards brand, brand awareness, and brand image. Data were collected from 400 consumers and the data analysis was conducted using regression analysis. The findings indicated that attitude towards celebrity had the highest influence on the purchase intention, followed by brand awareness, and brand image, respectively. Attitude towards brand shows no significant effect on the consumer purchase intention. Conclusions and practical recommendations are also provided. |