THE INFLUENCE OF BRAND ENGAGEMENT AND BRAND SELF-CONGRUENCE TOWARD BRAND ATTACHMENT IN THAI COSMETIC BRANDS

Abstract

This study examines the effect of brand attachment through Thai cosmetic brands on brand advocacy, emphasizing the role of personal branding strategies increasingly utilized in online marketing. Data were collected from 400 valid consumer responses from individuals with prior experience using brands that employ personal branding strategies. Utilizing structural equation modeling (SEM), confirmed that self-expansion theory can be used to analyze consumer-based brand advocacy within a hypothesis-driven framework. The results reveal that brand engagement and self-congruence impact brand attachment and enhance brand advocacy. The present study has a new perspective on Thai cosmetic brands' personal branding strategies, consumer attachment, and advocacy. The research could examine additional factors influencing these relationships in other industries. The findings have allowed marketers in the Thai cosmetics industry to design and implement effective personal branding that attracts consumer attachment and advocacy behaviors. This research identifies key brand attachment and advocacy drivers in the Thai cosmetics market and how personal branding strategies can build stronger consumer relationships. It contributes to both academic literature and practical understanding of consumer behavior.