| 520 สาระสังเขป |
This study examines consumer repurchase behavior in the Thai skin care market, emphasizing the roles of brand experience, brand love, social identity, and reference groups. This study involved 400 Thai skincare consumers and employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships, specifically the mediating effects of brand love and social identity between brand experience and repurchase intention. The results revealed that brand love and social identity positively mediate the relationship between brand experience and repurchase intention, while reference groups do not mediate this connection. Overall, the findings underscore the significance of brand engagement in shaping social factors and emphasize that effective advertising influences initial purchases but not enduring loyalty. Lastly, this study offers insights into future research directions and managerial implications for both scholars and managers. |