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

Abstract

     The purpose of this research to indicate Thai consumer’s brand advocacy’s behavioral elements by qualitative researches using methods as conducting related documentary research to indicate brand advocacy’s behavioral elements and conducting in-depth interviews with semi-structured 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 a 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.