The Study of Factors Influence Thai Millennial Toward Luxury Purchase Intention
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The aim of this research was to examine the influence factors which are electronic word of mouth, celebrity endorsement, and self-brand connection on Thai millennial toward luxury purchase intention in Bangkok, Thailand. Using a quantitative approach with survey questionnaire to collected data of 413 Thai millennials respondents aged 23 to 43. The multi-regression modeling through SPSS was applied to inquire into the data. The finding of the research indicated that the electronic word-of-mouth, celebrity endorsement, and self-brand connection had positively influencing the purchase intention. The strong level of self-brand connection directly effects level of purchase intention. Details of theoretical, the analyses and managerial implication were derived. Recommendations the most important factor that business need to focus is self-brand connection. One of the things that business needs to keep in mind if they do not develop self-brand connection, that consumer may looking for counterfeit product. But consumer with self-brand connection will stay loyal and commit to the brand. This is a highlight tactic for the brand in order to build an intense connection as well as promote positive perceptions with positive images of the brand through offline and online platforms. Practically, the researcher recommends marketer to focus on align the value, communication, and identify with the personal value and aspiration. The business should build a strong brand connection both emotional and tangible through product innovation, design, quality, symbolic and marketing strategies to predispose and gain attention of consumers that value and obsess with the expression of their self as well as their ideal or concept of self. That allows consumer to see their reflection of themselves in the brand and align into their self-concept and building intense emotional bond
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