Browsing by Subject "ABAC Journal -- 2020"
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ItemElucidating students' perception of themes employed in business communicationAs mainstream literature in the business communication field has yielded a strong preference toward the specific skills required in the business field, this study aimed to elucidate students’ perceptions of the six main enduring themes, namely, rhetoric, technology, culture, dissemination, motivation, and impression, in current business communication instruction. A questionnaire survey was employed to determine the perceptions of 144 students toward topics they had already studied in a business communication course conducted in an international college in Thailand. Students’ perceptions were also compared with the five widely-used business communication textbooks, as well as the course syllabus being used in the above-mentioned business communication course. The analysis indicated technology as the most controversial theme with regard to the course, the five textbooks, and the students. The findings in this study have both theoretical and practical implications. The study considered the application of theme-based instruction into a business discipline by adopting a top-down approach to research students’ learning from “big ideas”, i.e. themes, rather than a superficial knowledge of a broader range of ideas, information or specific skills.
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ItemFactors affecting fans' decisions to attend a professional basketball league in ThailandThis research is one of the first to consider an emerging market, exploring the factors affecting the decisions of fans to attend a professional basketball league game in Thailand. Fan acceptability and fan base are important measures for a successful league in the early stages of development. The study extracted 19 factors from the literature and from in-depth interviews with a panel of experts. The factors were assumed to be potentially useful in achieving the goal of increasing both fan acceptability and fan base. A survey instrument was developed by analyzing the past studies of fan motives across different sports, and modifying them to fit the context of Thailand. Data was collected from fans who attended the TBL games. The research explored the factors by applying Structural Equation Modeling (SEM), presenting conclusions along with a discussion, practical implications, and limitations of the study.
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ItemThe role of opinion leadership characteristics and brand commitment as drivers of brand-related Electronic Word of Mouth (EWOM) in Social Networking Sites (SNS)(Assumption University Press, 2020) Marissa Chantamas ; Punnaluck Satanasavapak ; Arpavadee VisetbhakdiPrevious studies on the antecedents of Electronic Word of Mouth (EWOM) have either focused on the opinion leadership characteristics of individuals, or on brand commitment. It is the aim of this study to combine these two separate streams of research by evaluating the impact of opinion leadership characteristics and brand commitment as possible drivers of EWOM on Social Networking Sites (SNS). It is found that brand commitment is indeed a strong driver of brand related EWOM. Brand commitment mediates the motivation to engage in EWOM by those who already exhibit opinion leadership characteristics. In addition, the findings show that those who have opinion leadership characteristics and those who do not have opinion leadership differ in the type of EWOM they engage in. This can be defined as Active EWOM (content creation) and Passive EWOM (forwarding information). Marketers can use this information to design strategies that appeal to the needs of those with opinion leadership characteristics by creating novel experiences, or to enhance commitment by rewarding users who share positive information about the brand.
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ItemTowards healthier choices: an investigation into sugar label designA pandemic of obesity and diabetes is intensifying in every country, posing a serious challenge to public health and consumer well-being. In order to generate benefits and cost-savings in healthcare, sugar labeling policies are sometimes used in an attempt to nudge consumers towards healthier food choices. Consequently, this research examines how sugar label design would be best implemented for curbing unhealthy choices, by investigating the effect of label designs used for displaying the sugar limit information which underpins consumer responses. Four major attributes of the sugar label are examined; these are symbols, symbol colors, text colors and layout. The investigation utilizes a mixed logit model on Thai conjoint choice data. The results show that a “teaspoon” symbol, symbols in “red” color, text in “black” color, and layouts with the “text on the left and the symbol on the right” generate the most favorable consumer responses to the sugar intake information provided on labels. This suggests an optimal sugar label design for Thai consumers. The paper provides insights into consumer label preference which could be used to promote healthier consumption in Thailand.
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ItemTransformational leadership, workplace spirituality and organizational performance in a restaurant group in Indonesia: a study of the effectiveness of organization development interventions(Bangkok : Assumption University, 2020) Widjaja, Deborah Christine ; Chavez, Gloria S. ; Tayko, Perla Rizalina M. ; Sirichai PreudhikulpradabThis study investigated the effectiveness of organization development interventions on transformational leadership, workplace spirituality and organizational performance at a restaurant group in Indonesia. The study followed an action research design, following the three stages, namely pre-ODI, ODI and post-ODI. Data were analyzed using a mix of quantitative and qualitative data analysis. The organization development interventions were directed at the participating leaders, who ranged from the top to the lower levels of the organization, by means of combining both training and coaching sessions. The results of the study showed that all the observed variables improved significantly except for job performance.