อิทธิพลของทัศนคติต่อเกย์ผู้มีชื่อเสียงในฐานะผู้ทรงอิทธิพลของตราสินค้าที่มีต่อภาพลักษณ์ตราสินค้า บุคลิกภาพตราสินค้า และความตั้งใจซื้อสินค้าของผู้บริโภค

Abstract

This research aims to study the influence of attitude to celebrity gay influencers toward brand Image, brand personality, and consumers' purchase intention. An online questionnaire was used as an instrument for collecting data. The participants consisted of 385 consumers aged 20 years and over who have known celebrity gay influencers. The data were analyzed by frequency, percentage, arithmetic mean, standard deviation, simple and multiple regression analysis. The research revealed that consumers' attitude to celebrity gay influencers showed at an excellent level while brand image and brand personalit showed at a good level, and purchase intention showed at a high level. The attitude to celebrity gay influencers of consumers represented significantly positive impact on brand image and brand personality. Moreover, brand image, brand personality, and attitude to celebrity gay influencers have significantly positive impact on purchase intention in order of importance from most to least. These factors could predict consumers' purchase intention at 55.0% (R' = 0.550). From the research findings, brand image is the most influential variable on consumers' purchase intentions. Therefore, the brand owner should create a good image for the brand by communicating with consumers to realize that buying or using products which offered by celebrity gay influencers is not surprising and generally accepted. The supporting these brands is to promote equality in society and make consumers to enter social groups without distinction.