AU Journal of Management: Vol. 6, No. 1 (2008)

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    A simple test of the CAPM model under bull and bear market conditions : the case of Thailand
    (Assumption University, 2008) Phassawan Suntraruk ; Assumption University. Martin de Tours School of Management and Economics
    The current study is aimed at examining the explanatory power of the CAPM model in Bull and Bear markets for Thailand from 2000 to 2006. Using the varying risk model suggested by Fabozzi and Francis (1977), the study evidences that the systematic risks or betas do not differ between Bull and Bear periods. The substantial forces of Bull and Bear markets have no impact on the CAPM model. The CAPM is still robust. Moreover. the study observes size effect in which small stocks are found to outper- form large stocks, regardless of market conditions. However, the reversal of size effect persists in the Bull periods. The results of this study suggest two important implications for the Thai market. First, investors could employ the traditional CAPM model. Second, it is not necessary to predict future Bull and Bear market conditions when estimating the risk premium.
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    The effect of bundle frame on purchase intention and customer's reservation price
    (Assumption University, 2008) Issara Titheesawad ; Phassawan Suntraruk ; Assumption University. Martin de Tours School of Management and Economics
    This paper examined the influence of bundle frame, the presentation format of products within the bundle, on customers purchase intention and reservation price. The results from a laboratory experiment indicated that purchase intention was higher when the bundle price was presented in segre- gated form than an integrated one. However, presenting discounted price in segregated form posed negative impact on customers reservation price. In a segregated price framing, the discount prices of individual products are unambiguous resulting in customers inference that the product is cheap, thus, they will decrease the price that they are willing to pay (or reservation price) for the products in the future. On the other hand, in the integrated price framing, there is an ambiguity about the cost of each individual product , the inference that the price of individual product is low will not occur. Thus, the reservation price of customers who are presented with the segregated price framing is lower than those with integraled price framing.
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    Thai consumers' perception and attitude toward the quality of Chinese brand television sets
    (Assumption University, 2008) Ran, Ting Ting ; Assumption University. Martin de Tours School of Management and Economics
    This study examines the relationship between extrinsic cues, intrinsic cues and Thai consumers' perception and attitude toward the quality of Chinese brand television sets. The data for this study were collected through personal inten4.ews in five hypermarkets and five department stores in Bangkok from October 2007 to January 2008. The research results indicated that there are relationships between all extrinsic cues (country of origin, brand and price) and intrinsic cues (appearances, picture quality and sound system) and Thai consumers 'perception and attitude toward Chinese brand television sets.
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    The development and measurement of different service quality models
    (Assumption University, 2008) Sirion Chaipoopirutana ; Assumption University. Martin de Tours School of Management and Economics
    This article outlines the development of service quality models. from the earlier Nordic model, the Gaps model, SERVQUAL and SER VP ERF models. to the most recent, the service quality of int em et search engines (adapted from SERVQUAL), and perceptions of educational service quality (adapted from SERVPERF). The author presents and discusses the basis of development of each service model, service quality structures, and element of each service industry. Finally, the implications for service quality model improvement and further research are discussed.
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    The relationship between consumers perception of media credibility and purchase intention : a case study of the Bangkok Post newspaper
    (Assumption University, 2008) Ruj Vanasuntakul ; Assumption University. Martin de Tours School of Management and Economics
    The main purpose of this research was to investigate the relationship between the respondents' perception of media credibility factors (content, trustworthiness and expertise) and purchasing inten- tion toward the Bangkok Post newspaper. In addition, the study also examined the differences in re- spondents ' demographic variables (age, gender, income, education and nationality) and their purchase intention toward the Bangkok Post newspaper. The data was collected by using self-administered ques- tionnaires, which were distributed to 3 groups; students, working professionals, and general public at selected venues in Bangkok The researcher found significant relationships between all media credibil- ity factors and respondents 'purchase intention. Based on the findings, all sub-variables of the media credibility showed strong positive relationships. Following the hypothesis testing of demographic char- acteristics, there was a difference in age, gender, education level and monthly income with respondents ' purchase intention. Nationality. however, was the only demographic factor to show no such difference.