https://so09.tci-thaijo.org/index.php/BTSMM PANacademy en-US Service, Leisure, Sport, Tourism & Education https://so09.tci-thaijo.org/index.php/BTSMM/article/view/5667 <p>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:</p> <p>1. Advertising, personal selling, and sales promotion significantly influence brand love, while public relations and sponsored content do not show a significant impact.</p> <p>2. Brand love has a strong influence on brand loyalty (β= .617) and word-of-mouth (β=.597).</p> <p>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.</p> <p>4. Necessary Condition Analysis (NCA) indicates that advertising and personal selling are essential for fostering brand love, loyalty, and word-of-mouth.</p> Sumalee Ramanust Copyright (c) 2024 Service, Leisure, Sport, Tourism & Education https://creativecommons.org/licenses/by-nc-nd/4.0 2024-12-31 2024-12-31 3 1