Influences of the Promotion Mix on Brand Love, Brand Loyalty, and Word-Of-Mouth: Evidence from Online Fashion Retail in Thailand
Main Article Content
Abstract
The online fashion industry faces competent competition, while brand love has become the key to winning a competitive advantage. Thus, brand love has become an interesting concept among academia in brand management-related disciplines. Previous research has not investigated the origins of brand love, specifically, its critical connection to the components of the promotion mix. This study employs the Tri-component attitude model as a theoretical foundation to investigate the influences of components of the promotion mix on brand love, brand loyalty, and word-of-mouth. The survey questionnaire was developed from the relevant literature and deployed in Khon Kaen Province, Thailand. Through convenience sampling, 276 individuals from Generation-Z participated in the survey. The Integrated Generalized Structured Component Analysis (IGSCA) was employed using GSCA Pro 1.2.1 software to assess the structural model. Findings show that advertising, personal selling, and sales promotion can predict variance in brand love, which can further predict the variance in brand loyalty and word-of-mouth. Several promotional mix strategies specific to each gender are proposed for practical use with online fashion brands to induce a love for online fashion brands.
Article Details
References
Alavi, S., Habel, J., Schmitz, C., Richter, B., & Wieseke, J. (2018). The risky side of inspirational appeals in personal selling: when do customers infer ulterior salesperson motives? Journal of Personal Selling & Sales Management, 38(3), 323-343. https://doi.org/10.1080/08853134.2018.1447385
Amaro, S., Barroco, C., & Antunes, J. (2020). Exploring the antecedents and outcomes of destination brand love. Journal of Product & Brand Management, 30(3), 433-448. https://doi.org/10.1108/JPBM-08-2019-2487
Amoako, G. K., & Okpattah, B. K. (2018). Unleashing salesforce performance: The impacts of personal branding and technology in an emerging market. Technology in Society, 54, 20-26. https://doi.org/10.1016/j.techsoc.2018.01.013
Anggara, A. K. D., Ratnasari, R. T., & Osman, I. (2023). How store attribute affects customer experience, brand love and brand loyalty. Journal of Islamic Marketing, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JIMA-01-2022-0002
Arkansyah, M., Prasetyo, D., & Amina, N. (2021). Utilization of Tik Tok Social Media as A Media for Promotion of Hidden Paradise Tourism in Indonesia. Proceedings of the 4th International Conference on Communication & Business (ICCB 2021),
Ashutosh Kolte, A. P., Balkrishan Sangvikar and Prasanna Sawant. (2021). Financial assessment of the Indian retail sector: understanding the future direction of the industry. International Journal of Managerial and Financial Accounting, 13(2), 133-158. https://doi.org/10.1504/ijmfa.2021.117770
Ataman, M. B., Van Heerde, H. J., & Mela, C. F. (2010). The Long-Term Effect of Marketing Strategy on Brand Sales. Journal of Marketing Research, 47(5), 866-882. https://doi.org/10.1509/jmkr.47.5.866
Ayuningsih, F., & Maftukhah, I. (2020). The influence of product knowledge, brand image, and brand love on purchase decision through word of mouth. Management Analysis Journal, 9(4), 355-369. 10.15294/MAJ.V9I4.40796
Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1-14. https://doi.org/10.1007/s11002-016-9406-1
Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management: An International Journal, 23(1), 30-47. https://doi.org/10.1108/JFMM-07-2018-0091
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of marketing, 76(2), 1-16.
Benitez, J., Henseler, J., Castillo, A., & Schuberth, F. (2020). How to perform and report an impactful analysis using partial least squares: Guidelines for confirmatory and explanatory IS research. Information & Management, 57(2), 103168. https://doi.org/10.1016/j.im.2019.05.003
Berezan, O., Yoo, M., & Christodoulidou, N. (2016). The impact of communication channels on communication style and information quality for hotel loyalty programs. Journal of Hospitality and Tourism Technology, 7(1), 100-116. https://doi.org/10.1108/JHTT-08-2015-0031
Bıçakcıoğlu, N., İpek, İ., & Bayraktaroğlu, G. (2018). Antecedents and outcomes of brand love: the mediating role of brand loyalty. Journal of Marketing Communications, 24(8), 863-877. https://doi.org/10.1080/13527266.2016.1244108
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017). “This Post is Sponsored” Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook. Journal of Interactive Marketing, 38(1), 82-92. https://doi.org/10.1016/j.intmar.2016.12.002
Brady, M. K., & Cronin, J. J. (2001). Customer Orientation: Effects on Customer Service Perceptions and Outcome Behaviors [Article]. Journal of Service Research, 3(3), 241-251. https://doi.org/10.1177/109467050133005
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What is It? How is it Measured? Does it Affect Loyalty? Journal of Marketing, 73(3), 52-68. https://doi.org/10.1509/jmkg.73.3.052
Brownlie, D. (1995). Analytical Frameworks for Strategic Marketing Planning. In M. J. Baker, O. Badot, K. Bernard, S. Brown, D. Brownlie, S. Carter, K. C. Chan, B. Cova, K. Crosier, A. Diamantopoulos, B. Donaldson, S. Ennis, P. Ghauri, S. J. Hart, P. Leeflang, D. Littler, M. C. McDermott, L. McGregor, S. Rajagopal, D. Tixier, & J. Webb (Eds.), Marketing Theory and Practice (pp. 250-291). Macmillan Education UK. https://doi.org/10.1007/978-1-349-24260-3_14
Buil, I., de Chernatony, L., & Martínez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122. https://doi.org/10.1016/j.jbusres.2011.07.030
Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports Celebrity Influence on the Behavioral Intentions of Generation Y. Journal of Advertising Research, 44(1), 108-118. https://doi.org/10.1017/S0021849904040206
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89. https://doi.org/10.1007/s11002-006-4219-2
Castillo-Abdul, B., Pérez-Escoda, A., & Núñez-Barriopedro, E. (2022). Promoting social media engagement via branded content communication: A fashion brands study on Instagram. Media and Communication, 10(1), 185-197. https://doi.org/10.17645/mac.v10i1.4728
Cho, S., & Workman, J. E. (2014). Relationships among Gender, Fashion Leadership, Need for Affect, and Consumers’ Apparel Shopping Preference. Family and Consumer Sciences Research Journal, 42(4), 369-385. https://doi.org/10.1111/fcsr.12070
Cuong, D. T. (2020). The impact of customer satisfaction, brand image on brand love and brand loyalty. Journal of Adv Research in Dynamical & Control Systems, 12(6), 3151-3159. https://doi.org/10.5373/JARDCS/V12I6/S20201280
Delima, A., Ashary, H. M., & Usman, O. (2019). Influence of Service Quality, Product Quality, Price, Brand Image, and Promotion to Consumer Satisfaction Affecting on Consumer Loyalty (Online Shop). Product Quality, Price, Brand Image, and Promotion to Consumer Satisfaction Affecting on Consumer Loyalty (Online Shop)(January 1, 2019). https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3308707
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center, 17(1), 1-7.
Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N., & Proud, W. (2015). Examining the role of wine brand love on brand loyalty: A multi-country comparison. International Journal of Hospitality Management, 49, 47-55. https://doi.org/10.1016/j.ijhm.2015.04.012
Dul, J. (2016). Identifying single necessary conditions with NCA and fsQCA. Journal of Business Research, 69(4), 1516-1523. https://doi.org/https://doi.org/10.1016/j.jbusres.2015.10.134
Elgarhy, S. D., & Mohamed, L. M. (2022). The Influences of Services Marketing Mix (7ps) on Loyalty, Intentions, and Profitability in the Egyptian Travel Agencies: The Mediating Role of Customer Satisfaction. Journal of Quality Assurance in Hospitality & Tourism, 1-24. https://doi.org/10.1080/1528008X.2022.2080148
Escalas, J. E., & Bettman, J. R. (2005). Self-Construal, Reference Groups, and Brand Meaning. Journal of Consumer Research, 32(3), 378-389. https://doi.org/10.1086/497549
Familmaleki, M., Aghighi, A., & Hamidi, K. (2015a). Analyzing the Impact of promotion mix on consumer’s purchase Decision. Advanced Social Humanities and Management, 2(1), 71-81.
Familmaleki, M., Aghighi, A., & Hamidi, K. (2015b). Analyzing the influence of sales promotion on customer purchasing behavior. International Journal of Economics & management sciences, 4(4), 1-6.
Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand. http://hdl.handle.net/11328/2938
Fetscherin, M. (2014). What type of relationship do we have with loved brands? Journal of Consumer Marketing, 31(6/7), 430-440. https://doi.org/10.1108/JCM-05-2014-0969
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
Goff, B. G., Boles, J. S., Bellenger, D. N., & Stojack, C. (1997). The influence of salesperson selling behaviors on customer satisfaction with products [Article]. Journal of Retailing, 73(2), 171-183. https://doi.org/10.1016/S0022-4359(97)90002-6
Gordon-Hecker, T., Pittarello, A., Shalvi, S., & Roskes, M. (2020). Buy-one-get-one-free deals attract more attention than percentage deals. Journal of Business Research, 111, 128-134.
Gudonavičienė, R., & Alijošienė, S. (2008). The specific features of marketing channel design. Engineering Economics, 56(1).
Gumparthi, V. P., & Patra, S. (2020). The Phenomenon of Brand Love: A Systematic Literature Review. Journal of Relationship Marketing, 19(2), 93-132. https://doi.org/10.1080/15332667.2019.1664871
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110. https://doi.org/10.1016/j.jbusres.2019.11.069
Han, T.-I., & Choi, D. (2019). Fashion Brand Love: Application of a Cognition–Affect–Conation Model. Social Sciences, 8(9), 256. https://www.mdpi.com/2076-0760/8/9/256
Handa, M., & Khare, A. (2013). Gender as a moderator of the relationship between materialism and fashion clothing involvement among Indian youth. International Journal of Consumer Studies, 37(1), 112-120. https://doi.org/10.1111/j.1470-6431.2011.01057.x
Hankinson, G. (2004). The brand images of tourism destinations: a study of the saliency of organic images. Journal of Product & Brand Management, 13(1), 6-14. https://doi.org/10.1108/10610420410523803
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Herrera, F., López, E., & Rodríguez, M. A. (2002). A linguistic decision model for promotion mix management solved with genetic algorithms. Fuzzy Sets and Systems, 131(1), 47-61. https://doi.org/10.1016/S0165-0114(01)00254-8
Hsieh, A. T., & Li, C. K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence & Planning, 26(1), 26-42. https://doi.org/10.1108/02634500810847138
Huang, C.-C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915-934. https://doi.org/10.1108/MD-10-2015-0465
Huang, Y.-H. C., & Zhang, Y. (2013). Revisiting organization–public relations research over the past decade: Theoretical concepts, measures, methodologies and challenges. Public Relations Review, 39(1), 85-87. https://doi.org/10.1016/j.pubrev.2012.10.001
Huang, Y., & Bunchapattanasakda, C. (2023). Influence of Marketing Mix Strategy on Brand Equity Enhancement of Chinese Dried Forest Fruit Brands Based on Customer Mind Model. ABAC Journal, 43(4), 318-339. https://doi.org/10.59865/abacj.2023.53
Hwang, H., Cho, G., & Choo, H. (2023). GSCA Pro for Windows User’s Manual.
Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of global fashion marketing, 7(1), 45-59.
Ismail, A. R., & Melewar, T. (2015). Binational study of the impact of brand image, brand personality and brand love on word of mouth: The case of fashion brands in UK and Switzerland. Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference,
Jan, M., Saima, W., Syed Aamir Alam, R., & Zain Ul, A. (2023). Consumer’s Attitude Towards Sponsored Content and the Impact of Influencer’s Credibility, Brand Credibility, and Influencer’s Motive. Sustainable Business and Society in Emerging Economies, 5(3). https://doi.org/10.26710/sbsee.v5i3.2707
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155. https://doi.org/10.1080/13527260902757530
Khan, N. Z. a. J. (2021). Online personal selling, platform engagement and e-loyalty. International Journal of Entertainment Technology and Management, 1(2), 185-200. https://doi.org/10.1504/ijenttm.2021.116789
Kim, M.-S., & Kim, J. (2018). Linking marketing mix elements to passion-driven behavior toward a brand. International Journal of Contemporary Hospitality Management, 30(10), 3040-3058. https://doi.org/10.1108/IJCHM-10-2017-0630
Kim, M. J., Chung, N., Lee, C.-K., & Preis, M. W. (2016). Why do smartphone shoppers help others on websites? The effects of attachments on reciprocal altruism. Information Development, 32(4), 920-936. https://doi.org/10.1177/0266666915575167
Koch, O. F., & Benlian, A. (2015). Promotional Tactics for Online Viral Marketing Campaigns: How Scarcity and Personalization Affect Seed Stage Referrals. Journal of Interactive Marketing, 32(1), 37-52. https://doi.org/10.1016/j.intmar.2015.09.005
Kotler, P. (2001). Marketing management, millenium edition. Prentice-Hall, Inc.
Kotler, P., & Armstrong, G. M. (2010). Principles of marketing. Pearson Education India.
Kotler, P., & Keller, K. (2011). Marketing management 14th edition. prentice Hall.
Kumar, V., & Leone, R. P. (1988). Measuring the Effect of Retail Store Promotions on Brand and Store Substitution. Journal of Marketing Research, 25(2), 178-185. https://doi.org/10.1177/002224378802500206
Lane Keller, K. (2001). Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs. Journal of Marketing Management, 17(7-8), 819-847. https://doi.org/10.1362/026725701323366836
Lang, L. D., Lim, W. M., & Guzmán, F. (2022). How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products. Journal of Business Research, 141, 175-190. https://doi.org/10.1016/j.jbusres.2021.12.028
Langner, T., Bruns, D., Fischer, A., & Rossiter, J. R. (2016). Falling in love with brands: a dynamic analysis of the trajectories of brand love. Marketing Letters, 27(1), 15-26. https://doi.org/10.1007/s11002-014-9283-4
Laroche, M., Saad, G., Cleveland, M., & Browne, E. (2000). Gender differences in information search strategies for a Christmas gift. Journal of Consumer Marketing, 17(6), 500-522. https://doi.org/10.1108/07363760010349920
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.
Li, C.-Y. (2013). Persuasive messages on information system acceptance: A theoretical extension of elaboration likelihood model and social influence theory. Computers in Human Behavior, 29(1), 264-275. https://doi.org/10.1016/j.chb.2012.09.003
Madadi, R., Torres, I. M., Fazli-Salehi, R., & Zúñiga, M. Á. (2021). The Impact of Hispanic-Targeted Advertising on Consumers’ Brand Love in Services. Journal of International Consumer Marketing, 33(2), 137-158. https://doi.org/10.1080/08961530.2020.1767527
Magatef, S. G., & Momani, R. A. (2016). The impact of internal marketing on employees’ performance in private Jordanian hospitals sector. International Journal of Business and Management, 11(3), 129-148. https://doi.org/10.5539/ijbm.v11n3p129
Manosuthi, N., Lee, J.-S., & Han, H. (2021). An Innovative Application of Composite-Based Structural Equation Modeling in Hospitality Research With Empirical Example. Cornell Hospitality Quarterly, 62(1), 139-156. https://doi.org/10.1177/1938965520951751
Manosuthi, N., Lee, J.-S., & Han, H. (2022). Green behavior at work of hospitality and tourism employees: evidence from IGSCA-SEM and fsQCA. Journal of Sustainable Tourism, 32(1), 85-107. https://doi.org/10.1080/09669582.2022.2115051
Maxian, W., Bradley, S. D., Wise, W., & Toulouse, E. N. (2013). Brand Love is in the Heart: Physiological Responding to Advertised Brands. Psychology & Marketing, 30(6), 469-478. https://doi.org/10.1002/mar.20620
McGoldrick, P. J. (1998). Spatial and Temporal Shifts in the Development of International Retail Images. Journal of Business Research, 42(2), 189-196. https://doi.org/10.1016/S0148-2963(97)00112-4
Meenaghan, T. (1991). The Role of Sponsorship in the Marketing Communications Mix. International Journal of Advertising, 10(1), 35-47. https://doi.org/10.1080/02650487.1991.11104432
Meo, A., Abbas, M. D., Sajjad, M. N., Rizwan, M., & Hameed, M. S. (2014). The impact of promotional tools on sales promotion. Journal of public administration and governance, 4(2), 202-216.
Mihart, C. (2012). Modelling the Influence of Integrated Marketing Communication on Consumer Behaviour: An Approach based on Hierarchy of Effects Concept. Procedia - Social and Behavioral Sciences, 62, 975-980. https://doi.org/10.1016/j.sbspro.2012.09.166
Momani, R. A., & Magatef, S. G. (2016). The Impact of Sales Promotion on Purchasing Decision of Children’s Meals at Fast Food Restaurants in Jordan (Word Chain Restaurants) An Applied Study from Parents Point of View. International Journal of Finance & Economics, 1-35.
Napontun, K., Lertwachara, K., Gulthawatvichai, T., Chutiphongdech, T., Wattanawaraporn, R., Chuenpreecha, D., & Senachai, P. (2023). Captivating Spectators: Exploring the Influence of Marketing Mix Elements on Sports Event Engagement. ABAC Journal, 43(3), 286-306. https://doi.org/10.59865/abacj.2023.43
Napontun, K., & Pimchainoi, K. (2023). The Influence of Marketing Promotion Tools on Customer Satisfaction and Repurchase Intention: A Study on TikTok Marketing Platform. Service, Leisure, Sport, Tourism & Education, 1(2), 1-25. https://so09.tci-thaijo.org/index.php/BTSMM/article/view/1315
Napontun, K., & Senachai, P. (2023). Identifying Factors Influencing Consumers Not to Skip TrueView Advertising on YouTube. ABAC Journal, 43(1), 85-102. https://doi.org/10.14456/abacj.2023.6
Nguyen, C., & Romaniuk, J. (2014). Pass it On: A Framework for Classifying the Content of Word of Mouth. Australasian Marketing Journal, 22(2), 117-124. https://doi.org/10.1016/j.ausmj.2013.12.014
O’Neal, G. S., & Lapitsky, M. (1991). Effects of Clothing as Nonverbal Communication on Credibility of the Message Source. Clothing and Textiles Research Journal, 9(3), 28-34. https://doi.org/10.1177/0887302x9100900305
Oliver, R. L. (2010). Consumer Brand Loyalty. In Wiley International Encyclopedia of Marketing. https://doi.org/10.1002/9781444316568.wiem03025
Palmer, T., & Beddall, C. (1997). The rise and rise of Tesco. The Grocer, 220.
Piercy, N. (1999). Tales from the marketplace: stories of revolution. In Reinvention and Renewal. Butterworth-Heinemann Oxford.
Pinthong, C., Inprasertkul, T., & Phitchayamethiwat, T. (2024). Exploring Visitors’ Pro-environmental Behaviors at Urban Forest Destinations. ABAC Journal, 44(2). https://doi.org/10.59865/abacj.2024.14
Porcu, L., del Barrio-García, S., & Kitchen, P. J. (2012). How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects. Communication & Society, 25(1), 313-348. https://doi.org/10.15581/003.25.36183
Prachaseree, K., Ahmad, N., & Isa, N. M. (2022). Reviews of Brand Equity for Online Retailers. ABAC Journal, 42(1), 52-72. https://doi.org/10.14456/abacj.2022.36
Rageh Ismail, A., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386-398. https://doi.org/10.1108/13612021211265791
Raghubir, P. (2004). Free Gift with Purchase: Promoting or Discounting the Brand? Journal of Consumer Psychology, 14(1), 181-186. https://doi.org/https://doi.org/10.1207/s15327663jcp1401&2_20
Rajh, E., & Ozretić Došen, Đ. (2009). The Effects of Marketing Mix Elements on Service Brand Equity. Economic Research-Ekonomska Istraživanja, 22(4), 69-83. https://doi.org/10.1080/1331677X.2009.11517392
Reichheld, F. F., & Teal, T. (1996). The loyalty effect: The hidden force behind growth, profits and lasting. Harvard Business School Publications.
Richter, N. F., Schubring, S., Hauff, S., Ringle, C. M., & Sarstedt, M. (2020). When predictors of outcomes are necessary: Guidelines for the combined use of PLS-SEM and NCA. Industrial management & data systems, 120(12), 2243-2267. https://doi.org/https://doi.org/10.1108/IMDS-11-2019-0638
Riivits-Arkonsuo, I., & Leppiman, A. (2015). Young consumers and their brand love. International Journal of Business and Social Research, 5(10), 33-44. https://doi.org/10.18533/ijbsr.v5i10.868
Rocha, M. A. V., Hammond, L., & Hawkins, D. (2005). Age, gender and national factors in fashion consumption. Journal of Fashion Marketing and Management: An International Journal, 9(4), 380-390. https://doi.org/10.1108/13612020510620768
Roy, P., Khandeparkar, K., & Motiani, M. (2016). A lovable personality: The effect of brand personality on brand love. Journal of Brand Management, 23(5), 97-113. https://doi.org/10.1057/s41262-016-0005-5
Salem, S. F., Tarofder, A. K., Musah, A. A., & Chaichi, K. (2019). Brand love impact on the social media and stages of brand loyalty. Polish Journal of Management Studies, 20(1), 382-393. https://doi.org/10.17512/pjms.2019.20.1.33
Sathatip, P. (2024). Triggers for Reducing Waste and Disposable Packaging: Insights from Food Truck Consumers in Thailand. ABAC Journal, 44(2). https://doi.org/10.59865/abacj.2024.16
Satitsamitpong, M., Napontun, K., Senachai, P., Tovara, S., & Daengmeesee, S. (2024). Enhancing Spectator Engagement in E-sports Events. ABAC Journal, 44(2). https://doi.org/doi.org/10.59865/abacj.2024.13
Schwarz, N. (2012). Feelings-as-information theory. Handbook of theories of social psychology, 1, 289-308.
Senachai, P., & Julagasigorn, P. (2024). Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda [Article]. Humanities and Social Sciences Communications, 11(1), Article 145. https://doi.org/10.1057/s41599-024-02660-y
Senachai, P., Julagasigorn, P., & Chumwichan, S. (2023). The Role of Retail Mix Elements in Enhancing Customer Engagement: Evidence from Thai Fast-Moving Consumer Goods Retail Sector. ABAC Journal, 43(2), 106-124. https://doi.org/10.14456/abacj.2023.18
Statista. (2023). Fashion - Thailand. https://www.statista.com/outlook/dmo/ecommerce/fashion/thailand
Stubb, C., Nyström, A.-G., & Colliander, J. (2019). Influencer marketing. Journal of Communication Management, 23(2), 109-122. https://doi.org/10.1108/JCOM-11-2018-0119
Thestrategystory. (2022). How can Marketers create Brand Love differently? . https://thestrategystory.com/2022/02/17/brand-love-marketing/
Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of consumer psychology, 15(1), 77-91. https://doi.org/10.1207/s15327663jcp1501_10
Tsordia, C., Papadimitriou, D., & Parganas, P. (2018). The influence of sport sponsorship on brand equity and purchase behavior. Journal of Strategic Marketing, 26(1), 85-105. https://doi.org/10.1080/0965254X.2017.1374299
Tye-Din, J. A., Stewart, J. A., Dromey, J. A., Beissbarth, T., van Heel, D. A., Tatham, A., Henderson, K., Mannering, S. I., Gianfrani, C., Jewell, D. P., Hill, A. V. S., McCluskey, J., Rossjohn, J., & Anderson, R. P. (2010). Comprehensive, Quantitative Mapping of T Cell Epitopes in Gluten in Celiac Disease. Science Translational Medicine, 2(41), 41ra51-41ra51. https://doi.org/doi:10.1126/scitranslmed.3001012
van Heerde, H. J., & Neslin, S. A. (2017). Sales Promotion Models. In B. Wierenga & R. van der Lans (Eds.), Handbook of Marketing Decision Models (pp. 13-77). Springer International Publishing. https://doi.org/10.1007/978-3-319-56941-3_2
Vernuccio, M., Pagani, M., Barbarossa, C., & Pastore, A. (2015). Antecedents of brand love in online network-based communities. A social identity perspective. Journal of Product & Brand Management, 24(7), 706-719. https://doi.org/10.1108/JPBM-12-2014-0772
Wang, Y., Sun, S., Lei, W., & Toncar, M. (2009). Examining beliefs and attitudes toward online advertising among Chinese consumers. Direct Marketing: An International Journal, 3(1), 52-66. https://doi.org/10.1108/17505930910945732
Yi, Y., & Yoo, J. (2011). The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions. Psychology & Marketing, 28(9), 879-896. https://doi.org/10.1002/mar.20416
Zhang, L., Ma, B., & Cartwright, D. K. (2013). The impact of online user reviews on cameras sales. European Journal of Marketing, 47(7), 1115-1128. https://doi.org/10.1108/03090561311324237