The Effects of Brand Equity, Integrated Marketing Communications, and Social Commerce Trust on Pet Product Purchase Intention Among Pet Parent Consumers in Thailand

Abstract

This study aims to examine the effects of brand equity, integrated marketing communication (IMC), and trust in social commerce on the purchase intention of pet products among “Pet Parents.” A structured online questionnaire was used to collect data from 400 respondents who had previously purchased products from brands featuring mascots. The findings reveal that participants perceive high levels of brand equity, particularly in brand association and brand personality, as well as effective IMC, especially through advertising and public relations. Moreover, trust in social commerce—encompassing competence, benevolence, and integrity of sellers—was found to be high. Multiple regression analysis indicates that brand equity, IMC, and social commerce trust all have statistically significant positive influences on purchase intention. The study results found that Pet Parents prioritize not only the functional benefits of pet products but also emotional connection, brand storytelling, and trust in both brand and sellers. The study recommends that pet product brands foster consistent storytelling across all communication channels, enhance transparency with accurate product information, and strengthen after-sales services to build long-term loyalty and repeat purchase intentions.