Abstract: “This study aims to investigate the interrelationship among brand engagement in self-concept, brand schematicity, situational brand engagement, and customer advocacy of air asia in Thailand. The survey questionnaires were used as a tool to collect the data from 400 customers. The data was analyzed through Structural Equation Modeling (SEM). The study reveals that brand engagement in self-concept has no influence on situational brand engagement which different from brand schematicity. And brand engagement in self-concept, brand Schematicity and situational brand engagement are all have direct influence on customer advocacy. The result of this study showing 81% explains with situational brand engagement and 72% explains with customer advocacy.”

Keywords: Brand Engagement in Self-Concept (BESC), Brand Schematicity, Situational Brand Engagement, Customer Advocacy