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Browsing by Subject "Branding (Marketing)"

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  • Item
    Advertising design for Kokliang Soap brand
    (Bangkok : Assumption University, 2009) Nuttha Thammarotphinit
  • Item
    Corporate identity for "Undress ES.15"
    (Bangkok : Assumption University, 2008) Tita Jaroenponganant
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    Corporate identity for coquette a vintage lifestyle shop and cafe
    (Bangkok : Assumption University, 2007) Jane Kunaprapakorn
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    Corporate identity for Jittrawan Wellness Spa
    (Bangkok : Assumption University, 2010) Patthanan Lieotrakoon
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    Corporate identity for Mellow Bar & Restaurant
    (Bangkok : Assumption University, 2007) Nitcha Veerayothin
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    Corporate identity for Phoenix Golf & Country club Pattaya
    (Bangkok : Assumption University, 2009) Tana Napapongsuriya
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    Customers' perceptions toward brand loyalty of low-cost airlines
    (Assumption University, 2007) Kochakorn Santsumphankul ; Taminee Shinasharkey
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    The effects of virtual communities on brand equity
    (Assumption University, 2010) Punnaluck Satanasavapak ; Assumption University. Martin de Tours School of Management and Economics
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    An examination of the influential factors of packaging, price sensitivity, brand image of frozen food consumer buying behavior in Bangkok, Thailand
    (Bangkok : Assumption University, 2015) Peeraput Thiendej
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    The influences of the big five personality traits, virtual brand community motives and virtual brand community uses on virtual brand community engagement
    (Assumption University, 2012) Punnaluck Satanasavapak ; Assumption University. Martin de Tours School of Management and Economics
    The brand community has become a popular research topic among research scholars over the past ten years. However, previous studies of the brand community and the virtual brand community mainly focused on the characteristics of the brand communities, but not on how strong virtual brand community engagement can be created. The research objective is to investigate the relationships between the Big Five personality traits, virtual community motives, frequency, amount, types of use, and membership duration and virtual brand com- munity engagement by using the uses and gratifications theory as a theoretical framework. (Online question- naires were used to collect the data.) 230 respondents participated in this study. The results suggested that individuals with greater conscientiousness and lower openness to experience had a greater depth of virtual brand community engagement. Members that were motivated by new friendship, convenience, brand affec- tion, and social influence exhibited strong virtual brand community engagement. Additionally, virtual brand community motive variables represented a significantly more powerful set of predictors than the set of person- ality traits and virtual brand community use. The level of virtual brand community engagement depended mainly on the personality of members and their motivation to participate in the communities, rather than virtual brand community uses. Consequently, marketers need to keep in mind that that individual difference seem to be an important factor that influences how members use virtual brand community sites. Additionally, marketers should also concentrate their strategies on motivating existing members to socialize more on the site and focus their attention on how to create positive brand relationships among brand admirers.
  • Item
    Measuring of marketing mix elements and their relationship with brand equity of Siam Commercial Bank
    (Assumption University, 2009) Saranya Ratanachaikul ; Sasithom Phonkaew
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    The relationship of brand equity factors and Thai parents' satisfaction toward children development school : a case of Gymboree
    (Assumption University, 2009) Chatthamon Chitpakdee ; Thanawan Phongsatha
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    A study of the relationship between information search and marketing mix with tyre purchase and tyre store patronization intention
    (Assumption University, 2006) Suttinee Ruangurairerk
  • Item
    Understanding virtual brand community usage patterns in Thailand : a perspective on uses and gratifications
    (Assumption University, 2012) Punnaluck Satanasavapak ; Vikanda Pornsakulvanich

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