Factor Positively Influencing Brand Purchase Intention Towards Luxury Bags of Consumers in Sukhumvit Area of Bangkok

Abstract

The purpose of this paper was to examine the independent factor positively influencing brand purchase intention towards luxury bags of consumers in Sukhumvit area of Bangkok. Those independent factors including brand awareness, perceive quality, brand image, brand associations, brand fondness, brand attitude, consumer brand identification, consumer-based brand equity positively impacting brand purchase intention towards luxury bags of consumers in Sukhumvit area of Bangkok. Total samples of 243 respondents collected with survey questionnaire by people who lived in Sukhumvit area of Bangkok. Almost all were females with the age between 18-24 years old, singles, and having bachelor degrees. Most of them were working in private companies with the largest group of income range was less than and equal to 50,000 baht. They purchased a new bag in 1-5 times per year, they could buy a bag in less than 50,000 baht and the most favorite luxury brands was Louis Vuitton. The data sets utilized descriptive statistics and multiple regression analysis. The researcher found that consumer-based brand equity (β = 0.399), consumer brand identification (β = 0.224), and brand awareness (β = 0.147) accounted for 73.3% positively impacting brand purchase intention towards luxury bags of consumers in Sukhumvit area of Bangkok with statistical significant at .01.