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Therefore, consumers are more likely to select brands with personalities that convey the right image. Then in , Aaker developed a quantitative scale to measure brand personality Brand Personality Scale.

It includes five dimensions: sincerity, excitement, competence, ruggedness, and sophistication. In this study, the measure includes a fifteen-item scale on a seven-point scale. Motivation Motivation is the driving force within individuals that implies them to action. Marketers view motivation as the force that creates consumption.

Consumer behaviorists divide motives into rational motives and emotional motives. Rationality implies that consumers select goals based on totally objective criteria such as price, size, etc. Emotional motives imply the selection of goals according to personal or subjective criteria such as fear, status, and so on Schiffman and Kanuk, In this study, rational and emotional motives both include a five-item scale index on a seven-point scale.

The reliability value of rational motives is. Repeat purchase behavior is closely related to loyalty. Consumer loyalty is indicated by an intention to perform a diverse set of behaviors that signals a motivation to maintain relationship with the focal firm, including allocating a higher share of the category wallet to the specific service provider, engaging in positive word-of-mouth and repeat purchasing Zeithaml Berry et al.

In this study, trend to buy in the future includes a five-item scale index on a seven-point scale. Purchasing behavior Purchasing behavior has been examined in terms on types of Thai silk purchased, the number of Thai silk purchased, the amount of money spent on Thai silk, and purchasing styles Kim, These variables were used mostly for describing the differences among consumer segments.

It includes item scale index specified only on types of Thai silk purchased in a seven-point scale. H2: There are positive relationships between brand personality and purchasing behavior. H3: There are positive relationships between attitude toward product and purchasing behavior. H5: There are positive relationships between demographic factor and purchasing behavior.

H6: There are positive relationships between emotional and rational motives and trend to buy in the future. H7: There are positive relationships between brand personality and trend to buy in the future. H8: There are positive relationships between attitude toward product and trend to buy in the future. H9: There is a positive relationship between value and trend to buy in the future. H There are positive relationships between demographic factor and trend to buy in the future.

Survey is conducted to collect data. The following explains the research design used for data collection and hypotheses testing stated previously. The total sample size of this study is equal to respondents. Sampling method methodology Two non-probability sampling techniques, judgmental sampling and convenience sampling are employed in this study.

Researcher employs judgmental sampling to select the locations to recruited customers, convenience sampling was also employed for distributing a questionnaire to customers. The result shows that the majority of the sample in Roi-Et province is female The majority of the sample in Khon—Khen province is female The descriptive statistics for purchasing behavior, rational motives, emotional motives, brand personality in 5 dimensions, attitude toward product in six dimensions, value, and trend to buy in the future as composite summated mean scores are calculated as shown in Table 1.

Table 1 Descriptive Statistics of all variables including purchasing behavior, rational motives, emotional motives, brand personality in 5 dimensions, attitude toward product in six dimensions, value, and trend to buy in the future Roi-Et province Khon-Khen province Variable Name Mean S.

Mean S. Purchasing behavior 3. Rational motives 3. Emotional motives 4. Brand personalities in five dimensions Sincerity 4. Excitement 4. Competence 4. Ruggedness 4. Sophistication 4. Attitude toward product in six dimensions Core benefit 5.

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