Browsing by Author "Issara Titheesawad"
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ItemThe 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 EconomicsThis 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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ItemThe effects of bundle composition, price, framing, and familiarity on consumers' purchase intention(Assumption University, 2004) Issara Titheesawad ; Thongdee Kijboonchoo, jt. auth. ; Assumption University. Martin de Tours School of Management and EconomicsThis paper attempts to investigate the effects of bundle composition, price level, price sensitivity, frame and familiarity on consumers purchase intention. The bundle products under study composed of Pantene shampoo and conditioner, and Pantene shampoo and Parodontax toothpaste. A laboratory experiment was employed. Findings showed that bundle composition, price level, price sensitivity, frame and familiarity influenced purchase intention. The finding also showed that there exists an interaction effect between price levels and frames of bundling.
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ItemThe external ties of boards of directors and the execution of directors' function(Assumption University, 2012) Issara Titheesawad ; Assumption University. Martin de Tours School of Management and EconomicsThe present paper examined the influence of the external network ties of boards of directors on their execution of the monitoring, advising, and environmental scanning function. The results from multiple regression analysis indicated that the external ties of boards of directors did not decrease directors' involvement and contribution on the focal firm's board; rather such ties enhance the execution of directors' function. Ties pro- vided opportunities for directors to scan the external environment and acquire knowledge and skills which can be used to monitor and provide advice on the focal firm's board.