Summary paper: Influencers of the promotion mix on brand love, brand loyalty, and word-of mouth: Evidence from online fashion retail in Thailand

Abstract

Napontun et al. (2024) investigates the relationship between components of the promotion mix and brand love, and how brand love subsequently affects brand loyalty and word-of-mouth in the online fashion retail sector in Thailand. The study applies the Tri-component Attitude Model and utilizes Integrated Generalized Structured Component Analysis (IGSCA) to analyze data from 276 Generation Z participants in Khon Kaen Province. Key Findings are presented as follows:

1. Advertising, personal selling, and sales promotion significantly influence brand love, while public relations and sponsored content do not show a significant impact.

2. Brand love has a strong influence on brand loyalty (β= .617) and word-of-mouth (β=.597).

3. Gender differences are observed: For males, advertising and personal selling drive brand love. For females, sales promotion is the primary factor influencing brand love.

4. Necessary Condition Analysis (NCA) indicates that advertising and personal selling are essential for fostering brand love, loyalty, and word-of-mouth.