Factors Affecting Brand Partner Quality and Purchase Intention of character merchandise of Demon Slayer

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Khunakon Pantawan


The research aims to 1) investigate the relationship between popular culture, brand familiarity, brand partner quality, and purchase Intention of Japanese comic character merchandises and 2) to study brand partner quality as the transmission factor between popular culture and brand familiarity toward purchase intention of character merchandise of Japanese comic “Demon Slayer”, a popular comic among Thai society. The questionnaire was used as a tool for collecting data from 395 participants. Data were analyzed by using descriptive statistics, inferential statistics, and structural equation modeling analysis. The results show that the model of purchase intention of character merchandise of Demon Slayer consisting of popular culture, brand familiarity, and brand partner quality was apparently consistent with empirical data. Moreover, brand partner quality was a transmission factor driving popular culture and brand familiarity to increase purchase intention. The results of this research can be used as a guideline for research on business models related to Japanese character merchandise, and be applied for practical and theoretical contributions.


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Pantawan, K. (2022). Factors Affecting Brand Partner Quality and Purchase Intention of character merchandise of Demon Slayer. Kasetsart Applied Business Journal, 16(24), 111–130. Retrieved from https://so04.tci-thaijo.org/index.php/KAB/article/view/255374


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