Marketing Mix Mediation: Lifestyle and Fashion Product Loyalty among Thai Gay Consumers
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Abstract
Purpose – This study examines determinants of fashion product loyalty among Thai gay consumers within the pink economy, focusing on the relationships among lifestyle, buying behaviors, marketing mix evaluations, and loyalty.
Design/methodology/approach – Survey data from 229 Thai gay consumers were analyzed using structural equation modeling (SEM). The measurement model was assessed via confirmatory factor analysis (CFA), and structural paths were estimated using maximum likelihood.
Findings – The results support a full mediation mechanism, lifestyle and buying behaviors do not directly influence loyalty. Lifestyle positively influences buying behaviors (β = .806, p < .001), which in turn predicts marketing mix evaluations (β = .859, p < .001), leading to loyalty (β = .680, p < .001). The direct effects of lifestyle and buying behaviors on loyalty are not significant.
Practical implications – Symbolic “rainbow-washing” is insufficient; brands should strengthen tangible marketing mix execution (product, price, place, and promotion) in ways that align with the segment’s behavioral patterns.
Social implications – The study highlights the limitations of performative LGBTQ+ marketing and underscores the importance of substantive inclusion.
Originality/value – The study provides empirical evidence from an emerging Asian market and suggests that marketing mix evaluations fully mediate the relationship between lifestyle and loyalty in this context.
Article Details
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