Paper Title
Influencing Brand Association, Perceived Uniqueness, Perceived Quality, and Brand Personality on Purchase Intentions of Luxury Car Brands

Abstract
This study examines the impact of brand association, perceived uniqueness, perceived quality, and brand personality on the purchase intentions of luxury cars. A quantitative survey method targets Thailand's luxury car consumers and potential buyers. A structured questionnaire collected data from 350 respondents and analyzed descriptive and inferential statistics to understand consumer behavior dynamics in the luxury car market. Findings indicate that perceived quality and brand personality significantly influence purchase intentions. Perceived uniqueness and brand association's direct effects on brand personality and purchase intentions are less pronounced. The quality and personality of a luxury car brand are crucial in driving purchase decisions; the uniqueness and association of the brand contribute differently to consumer perceptions and intentions. The implications extend to marketing strategists in the luxury automotive sector, emphasizing the importance of enhancing perceived quality and cultivating a brand personality to attract and retain consumers. There is a need for luxury car brands to focus on delivering exceptional quality and developing a unique brand persona that resonates with consumers. Limitations include the study's geographic and demographic scope, suggesting further research across different regions and consumer segments to validate and expand upon these findings. This research contributes to understanding luxury car purchase dynamics, offering insights for brand positioning and marketing strategy in the competitive luxury automotive market. Keywords - Brand Association, Perceived Uniqueness, Perceived Quality, Brand Personality, Purchase Intentions, luxury ca