INFLUENCES OF THE PROMOTION MIX ON BRAND LOVE, BRAND LOYALTY, AND WORD-OF-MOUTH: EVIDENCE FROM ONLINE FASHION RETAIL IN THAILAND

Abstract

The online fashion industry faces competent competition, while brand love has become the key to winning a competitive advantage. Thus, brand love has become an interesting concept among academia in brand management-related disciplines. Previous research has not investigated the origins of brand love, specifically, its critical connection to the components of the promotion mix. This study employs the Tri-component attitude model as a theoretical foundation to investigate the influences of components of the promotion mix on brand love, brand loyalty, and word-of-mouth. The survey questionnaire was developed from the relevant literature and deployed in Khon Kaen Province, Thailand. Through convenience sampling, 276 individuals from Generation-Z participated in the survey. The Integrated Generalized Structured Component Analysis (IGSCA) was employed using GSCA Pro 1.2.1 software to assess the structural model. Findings show that advertising, personal selling, and sales promotion can predict variance in brand love, which can further predict the variance in brand loyalty and word-of-mouth. Several promotional mix strategies specific to each gender are proposed for practical use with online fashion brands to induce a love for online fashion brands.