Congruences between Consumer's Self-Concept and Brand Passion on Purchase Intention: Publicly Consumed Product (Car)

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Published: Aug 27, 2021
Keywords:
Self-Congruence Brand Passion Purchase Intention

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Hathaichanok Chaiyawong
Faculty of Business Administration and Accountancy, Khon Kaen University
Kampanat Siriyota
Faculty of Business Administration and Accountancy, Khon Kaen University

Abstract

              The research is based on the consistency between self-concept and brand passion that affects publicly consumed product: (car). The online questionnaire (Google Form) as a tool was used to collect data towards 400 Thai consumer and aged 21-45 year old and using sem to analyzed data (Structural Equation Modeling: SEM) This research consists of variables (Self-congruence) which is divided into 2 dimensions which are 1) Actual-self congruence and 2) Ideal-self congruence and Brand Passion and Purchase intention variables. The research found that (ASCC) Actual-self congruence has a positive influence on (BPPP) Brand passion, contrast to (ISCC) Ideal-self congruence, non-influence (BPPP) Brand passion, and (PCII) Purchase intentions positive influence on (BPPP) Brand passion.

Article Details

How to Cite
Chaiyawong, H., & Siriyota, K. (2021). Congruences between Consumer’s Self-Concept and Brand Passion on Purchase Intention: Publicly Consumed Product (Car). KKBS Journal of Business Administration and Accountancy, 5(2), 17–50. retrieved from https://so04.tci-thaijo.org/index.php/kkbsjournal/article/view/245150
Issue
Vol. 5 No. 2 (2021): May - August
Section
Research Articles

The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.

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