How Brand Experience and Brand Image Drive Furniture Buying Decisions in Thailand: A Gender and Age Perspective
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Abstract
This study explores how brand experience-encompassing sensory, emotional, behavioral, and intellectual dimensions-and brand image shape Thai consumers’ intentions to purchase designer furniture. Drawing on survey data from 200 participants, the research uses stepwise multiple regression to uncover how these factors vary across gender and age groups. Results show that affective brand experience is the strongest predictor of purchase intention among male consumers (β=.353, p<.001), while brand image credibility is most influential for female consumers (β=.245, p<.001). Younger consumers (aged 28–35) are primarily driven by brand reputation (β=.310, p<.01), whereas older consumers (aged 36–43) prioritized organizational trustworthiness (β=.322, p<.001). These findings provide actionable guidance for SMEs on how to tailor their marketing communications-focusing on emotional resonance for men, performance cues for women, social proof for younger buyers, and trustworthiness for older buyers-to optimize their limited budgets and enhance conversion.
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