AU Journal of Management: Vol. 3, No. 1 (2005)
Permanent URI for this collection
Browse
Browsing AU Journal of Management: Vol. 3, No. 1 (2005) by Issue Date
Results Per Page
Sort Options
-
ItemThe relationship between brand equity, product attributes and purchase intention : a study of Sony digital cameras in Bangkok(Assumption University, 2005) Apiluck Thammawimutti ; Sirion Chaipoopirutana, jt. auth. ; Assumption University. Martin de Tours School of Management and EconomicsThis study examined the relationship between brand equity, product attributes and consumers' purchase intention toward Sony Cyber-Shot digital cameras in Bangkok. The researchers used four elements of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) to study the relationship tow_ard purchase intention. Product aftributes for this study were durability, CCD resolution, memory card capacity, easy to use, zoom distance, compatibility, size, design, and video record function. Data was collected from 400 respondents in 5 locations throughout Bangkok. Through the Spearman s Rho correlation coefficient analysis, it was found that (I) the relationship between brand equity (brand awareness, brand association, perceived quality, brand loyalty) and purchase intention was significant and positive and (2) the relationship between product attributes and purchase intention was also significant and positive.
-
ItemAn examination of the psychological contract in Thailand(Assumption University, 2005) Krisda Tanchaisak ; Assumption University. Martin de Tours School of Management and EconomicsThis study aimed at investigating perceptions regarding psychological contract breaches, it examined the employees perception, the incongruence between the employee and organization s perceptions, and the employees perceived importance of each type of psychological contract. Neither party perceived that transactional psychological contract was breached. The employee reported the organization had breached the balanced and relational psychological contracts to a certain extent. The organization agreed it had breached the relational contract but not the balanced contract. The employee reported that the balanced and relational contracts were equally important and they were more important than the transactional contract.
-
ItemAn event study of the economic impact of professional sport teams on local incomes(Assumption University, 2005) Kaveepong Lertwachara ; Cochran, James J, jt. auth. ; Assumption University. Martin de Tours School of Management and EconomicsMany cities have tried to use expensive incentives such as a state-of-the-art stadiums or tax exemptions to persuade major professional sport teams to relocate to or remain in their area. These cities do so because they expect a professional sport team to enhance the local economy. Jn this paper we utilize an event study approach to examine the economic impact of a sport team on the local economy. The results indicate a negative impact of a sport team on local per capita income in both the short and long-run.
-
ItemThe roles of intangible assets and website localization on the performance of Global Internet Startups(Assumption University, 2005) Amonrat Thoumrungroje ; Rose, Jerman W, jt. auth. ; Assumption University. Martin de Tours School of Management and EconomicsDrawing from the literature on international entrepreneurship, marketing, and strategic management, this paper investigates the roles of the firms intangible assets and the degree of website localization on the performance of the global Internet startups. Despite various factors affecting the performance of such firms, this study, which is built on the resource-based view of the firm, focuses on the firm s intangible assets and strategy. The findings indicate that the performance of global Internet startups is strongly influenced by the degree of website localization. Partial support was also found for the mediating role of the degree of website localization on the relationship between thefirm s intangible assets and performance.
-
ItemThe regulatory use of credit rating :(Assumption University, 2005) Malinee Ronapat ; Assumption University. Martin de Tours School of Management and EconomicsThis paper discusses the uses of crediting rating for regulatory purpose. It focuses on the Basel Accords and the use of credit ratings in the Accords to increase the safety and soundness of internationally active banks. The paper focuses mainly on the Basel Accords and rating of developing countries such as Thailand. In developing countries, the Basel Accords have an impact on the way financial institutions manage their reserve requirements for risky assets. Split rating and Rating shopping are also discussed as foreseen problems of credit rating.