The Influence of Brand Personality, Consumer’s Purchase Intention, and Attitude toward Brand on Brand Loyalty in Multi-Level Direct Sales


  • Phetcharat Jinnupong Faculty of Business Administration for Society, Srinakharinwirot University


Brand personality, Consumer's Purchase Intention, Multi-Level Direct Sales, Attitude toward Brand, Brand Loyalty


The purpose of this research is to study factor of brand personality, purchase intention which pass through the attitude towards brand to brand loyalty. The sample group used in the research is customer who purchase or used to buy products from a multi-level direct sales business where living in Bangkok, sample number of 460 cases. The research instrument is questionnaire, which use corroborative analysis techniques and structural equation analysis. The results showed that the structural equation model is consistent with the empirical data, with both harmonious indices at good level. It is a standard quality model. The study indicate that factor of brand personality, purchase intention which pass through the attitude towards brand to brand loyalty, has a positive effect. The multi-level direct sales business is characterized by selling products with a dealer. The dealer will also play the role of the customer. Make dealers aware of the product quality, brand identity and brand personality in a multi-level direct sales business. It's easier for dealers to make consumers aware, and build up confidence in the brand in the multi-level direct sales business. Until it became the purchase intention to buy the product of that brand. It will create a good attitude towards brand. From the perception of these factors will make consumers have the brand loyalty on the multi-level direct sales business which consumers will not change their mind to use products of other businesses.


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How to Cite

Jinnupong, P. (2022). The Influence of Brand Personality, Consumer’s Purchase Intention, and Attitude toward Brand on Brand Loyalty in Multi-Level Direct Sales. Economics and Business Administration Journal Thaksin University, 14(3), 159–172. Retrieved from



Research Article