BUILDING BRAND EQUITY THROUGH BRAND PERSONALITY BRAND IMAGE INFLUENCING BUYING BEHAVIOR OF FACIAL CARE COSMETIC PRODUCTS IN THAILAND

Abstract

The research aimed to the factors which affected buying behavior of cosmetic products and discover the model of brand equity affecting buying behavior of skincare cosmetic products in Thailand. The research methodology was the questionnaire for quantitative method by collecting data from 415 end-users of facial care cosmetic products in Thailand. The researcher separated the channel of distributions into as follows: retail cosmetic counter, hyper/supermarket cosmetic store, drug store, convenience store, network marketing agent, website/online store and online store agent. The data were collected using analysis of structural equation model. The outcome of the quantitative research yielded that the theoretical model was compatible with the empirical model This also provides finding for the following hypotheses: Hypothesis 1: Brand personality was the direct effect on brand equity with the positive effect influential coefficient of 0.12. Hypothesis 2: Brand image was the direct influence on brand equity with the positive effect influential coefficient of 0.74. Hypothesis 3: Brand equity was the direct effect on buying behavior with the positive effect influential coefficient of 0.34. Hypothesis 4: Brand personality was the direct effect on buying behavior with the positive effect influential coefficient of 0.08. Hypothesis 5: Brand image was the direct effect on buying behavior with the positive effect influential coefficient of 0.40. So, the conclusion finding concluded that brand personality and brand image built brand equity which had the positive effect influential on buying behavior of facial care cosmetic products in Thailand at 0.05 level of significant.