DETERMINANTS OF BRAND LOVE FOR SPORT APPAREL: A STUDY OF CELEBRITY ENDORSEMENT, EXPERIENTIAL MARKETING, AND PERCEIVED VALUE AMONG THAILAND’S GENERATION Y
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Abstract
The sport apparel industry in Thailand has grown rapidly, particularly among Generation Y consumers who incorporate sportswear into their lifestyle and identity expression. This study aimed to examine the effects of celebrity endorsement, experiential marketing, and perceived value on brand love, to identify the most influential factors, and to provide practical recommendations. Data were obtained from 252 valid respondents via an online survey and analyzed using multiple linear regression. The model explained 54% of the variance in brand love. The results indicated that emotional value, quality value, and act experience exerted the strongest positive effects on brand love. The findings suggest that Generation Y consumers place greater emphasis on emotional gratification, product quality, and active participation than on price-related considerations. The study concludes that sport apparel brands should prioritize strategies that deliver superior emotional and experiential value while maintaining consistent product quality in order to foster sustainable brand love and enhance competitiveness in Thailand’s highly dynamic market.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้ ไม่ใช่ความคิดเห็นและความรับผิดชอบของผู้จัดทำ บรรณาธิการ กองบรรณาธิการ และคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี ความรับผิดชอบด้านเนื้อหาและการตรวจร่างบทความแต่ละเรื่องเป็นความคิดเห็นของผู้เขียนบทความแต่ละท่าน
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