Customer-Brand Attitude Congruence and Purchase Intentions Among Thai Media Students in Higher Education: A Case Study of the Sansiri Brand

This research investigates the influence of customer-brand attitude congruence on purchase intentions, with a particular focus on young Thai university students, utilizing the Sansiri brand as a case study.The study draws upon the theoretical framework of brand community and explores the intricate interplay between attitude similarity, brand value, brand awareness, brand image, reliability, sentiment engagement, community, and purchase intentions.Employing a survey methodology, a total of 434 participants responded to a self-rated questionnaire, utilizing a sevenpoint Likert scale for their evaluations.The analytical approach included descriptive statistics, internal consistency analysis, and the application of a structural equation model to assess the mediating effect of attitude similarity.The outcomes of the study indicate a favorable disposition among participants towards the Sansiri brand, revealing a noteworthy connection between brand value, attitude similarity, and purchase intentions.The findings suggest a partial mediation effect, shedding light on the nuanced relationship dynamics within the consumer-brand interface.Furthermore, the study underscores the significance of brand awareness, image, and reliability as pivotal predictors influencing positive consumer behavior.Acknowledging certain limitations, such as a relatively modest sample size and the reliance on self-reported questionnaires, the study contributes to the existing body of knowledge in brand management.