—Thailand, a developing country where textile fashion business is supported from the government and is growing fast which is interesting in brand alliance education. While there are more retails of new face fashion designers have been building their own brands, to crack market is not easy. Brand alliance then has been seen as an alternative way to accelerate market. This paper aims to discover the impact of celeb brand endorsement towards consumer, the 7P’s of marketing mix and the experience of consumers in buying brand endorsement by celebrity products, especially the celebrity as the designer in textile fashion products. This exploratory research based on responses from 400 customers in a store where is the pioneer of “celebrity designer and the brand endorser” in Thailand. The result implies that customers give credit to celeb and accept as the brand’s designer team to design the products. Moreover, the 7Ps of marketing mix play the affecting role toward consumers in buying endorsed brand product by celeb, especially process factor while physical evidence play less important factor. Besides, the experiences of consuming the celeb endorsed brand products are excellent. Most respondents are pleased with the products and their satisfaction is more than expectation.
—Brand endorsement, brand alliance, consumer, celebrity, 7Ps of marketing mix, Thailand.
Whachiraporn Boonpradub is with School of Design, Northumbria University, Newcastle, UK (e-mail: firstname.lastname@example.org). Pusanisa Thechatakerng is with Faculty of Business Administration, Maejo University, Thailand (e-mail: email@example.com).
Cite: Whachiraporn Boonpradub and Pusanisa Thechatakerng, "Brand Endorsement by Celebrity in Thailand: 7Ps of Marketing Mix and the Impact of Brand Alliance," International Journal of Trade, Economics and Finance vol.6, no.1, pp. 8-13, 2015.