The Dimension of Brand Advocacy Behavior, A Case Study of Dietary supplement Consumers

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Thirawan Sakulwongsirichok


The Dimension of Brand Advocacy Behavior, A Case Study of Cosmetic Products Consumers was conducted with the purpose to indicate Thai consumer’s brand advocacy’s behavioral elements by focusing on 2 qualitative researches such as; (1) By conducting related documentary research to indicate brand advocacy’s behavioral elements.  (2) By conducting in-depth interviews with semi-structure interviews from 35 samples, however the information was found to be saturated. There were 3 key informants using the triangulation method divided into Male, Female, and unidentified gender groups. This content analysis was to find the summary of key points from the interviews using statistics to present the result in a grid form.

The result indicated that brand advocacy’s behavioral elements come after product consumption, impression, and confidence. There are 3 factors of brand advocacy’s behavioral elements such as Repurchase Behavior, Word-of-mouth Behavior, and Participation Behavior.



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