The Role of Brand Authenticity and Story in Enhancing Experience, Perceived Brand Globalness, and Preference in Thai Cosmetic Brands
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Abstract
This research article to study explored the relationships among brand story, perceived brand authenticity, perceived brand global Ness, brand experience, and brand preference in the Thai cosmetic industry. With rising interest in emotional branding and consumer engagement, the research examined how storytelling and brand perceptions influence consumer behavior. Survey data from 436 Thai consumers were analyzed using Partial Least Squares Structural Equation Modeling. The results showed that brand story and perceived brand authenticity positively influenced brand experience and perceived brand global Ness. Moreover, brand experience and perceived brand global Ness served as key mediating variables in the relationship between brand story and perceived brand authenticity and brand preference. These findings highlight the strategic importance of storytelling and brand traits in enhancing consumer experience and building brand loyalty. The study contributes to branding theory and offers practical guidance for Thai cosmetic brands aiming to strengthen their global market position. Suggestions for future research should explore longitudinal or experimental designs to track changes in perceptions of brand story, authenticity, and global Ness over time or after marketing interventions. Cross-cultural studies can test the model’s generalizability, while applying it to other sectors like fashion, food, or tech may reveal industry-specific patterns. Researchers should examine moderating factors such as ethnocentrism, personal values, and brand familiarity. Additionally, the impact of digital storytelling especially via influencers and user-generated content warrants attention. Finally, deeper investigation into emotional and cognitive mechanisms can enrich branding theory. Implications for Practice. This study provides key insights into branding in emerging markets like Thailand. Theoretically, it shows that brand story and authenticity shape brand experience and perceived global Ness, influencing brand preference through emotional and cognitive paths. Brand experience and globalness act as mediators, reinforcing consumer-based brand equity. Practically, the findings stress the value of authentic storytelling, symbolic global cues, and strong brand experiences.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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