The Casual Relationship Models Between Customer Experience and Brand Advocacy of Thailand’s Cosmetics Industry

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Patcharasita Sakulwongsirichok
Natsapan Paopan


            This study was the casual relationship models between customer experience and brand advocacy of Thailand’s cosmetics industry. This research aimed to study the impact of customer experience factor on brand advocacy of Thailand’s cosmetics industry. This study was quantitative research, collected data from 420 Thai cosmetics companies with full online marketing campaigns. The data analytic by structural equation model (SEM) explained the relation and effect between the construct variables.

            The result indicated that the customer experience impacted brand advocacy. Also, inbound marketing, digital marketing, gamification, and brand authenticity impacted customer experience. By the way, inbound marketing and brand authenticity impacted customer experience.

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