Now showing items 1-12 of 12

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    Alternative Modes of Export Entry for SMEs from Emerging Economies 

    Amonrat Thoumrungroje (2013)

    The primary purpose of this study is to investigate the specific issue of modes of export entry of small and medium-sized enterprises (SMEs) that originate from emerging economies. Four theoretical frameworks on the process of internationalization (i.e. FDI, stage models, network perspective, and organizational capability perspective) are reviewed with respect to the internationalization of SMEs. Direct and indirect exporting are compared based on transaction cost analysis (TCA) and the network perspective. Problems arising from the use of extant ...
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    The Contingent Role of Customer Orientation and Entrepreneurial Orientation on Product Innovation and Performance 

    Amonrat Thoumrungroje; Racela, Olimpia C. (2013)

    This paper synthesizes marketing and entrepreneurship literature and postulates the complementary nature of a customer orientation with that of an entrepreneurial orientation, then explores their relationships with product innovation and performance. A path analysis was used to test the hypotheses based on data collected from a sample of 159 strategic business units in 15 different industries. The results show that an entrepreneurial orientation does not have a relationship with product innovation unless it is coupled with the complementary effect ...
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    A Cross-Vergence of Consumer Preferences: An Empirical Study of Ethnic Subgroups in Thailand 

    Amonrat Thoumrungroje (2012)

    Building on Bandura’s (2002) social cognitive theory and Phinney’s (1993) three-stage model of ethnic formation, this study explores the trends towards cross-vergence of consumers’ demand in the globalization era. The results from an exploratory factor analysis aiming to identify the underlying benefits that consumers of three different ethnic subgroups in Thailand have towards a non-ethnic consumer product confirms the crossvergence thesis. Thus, both sociology and psychology literature complements each other in explaining both the ...
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    An exploratory study of consumers' attitudes towards ASEAN economic integration 

    Panjarat Phumpradab; Amonrat Thoumrungroje (2013)

    This research explores and compares the attitudes towards ASEAN Economic Community (AEC) between Thai and Singaporean citizens. Self-administered questionnaires were used to collect survey data of which 1,462 Thai and 647 Singaporean respondents are usable in this study. The result shows that there is a significant difference in the level of attitudes in supporting AEC between Thais and Singaporeans. By using Univariate ANOVA, we found that age, education, news consumption frequency and most watched TV program explain the differences in the level ...
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    Foreign-Branding, Product Evaluations, and Brand Image: An Experiment on Brand Pronunciation in Thailand 

    Amonrat Thoumrungroje (2012)

    The use of foreign branding has become a popular strategy to employ on local products. A betweensubjects experimental design involving a total of 80 Thai participants was conducted to examine the effects of foreign branding on consumers product evaluations and attitudes toward the brand. Foreign branding was manipulated as English and Thai pronunciation of six fictitious brand names. The results indicate that English pronunciation fostered higher perceptions of product hedonism, regardless of whether the product is actually hedonic, hybrid or ...
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    Handbook of Research Methodology in International Business 

    Amonrat Thoumrungroje (2013)

    Research has always been a subject that either scares of bores people because it may seem complicated and tedious. However, research is very important because it gives us seemingly objective information necessary for sound decision making. In international business, making wrong managerial or strategic decisions can be extremely costly, thereforce, research becomes particularly essential.
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    The Impact of Transformation Expectations on Conspicuous Consumption: A Cross-Cultural Comparison 

    Amonrat Thoumrungroje; Pattana Boonchoo (2015-02)

    Building upon the expectation states theory (EST), we propose a cross-cultural conceptual model to investigate the relationships between five underlying dimensions of transformation expectations and conspicuous consumption. We advocate that (a) consumers who believe they can transform themselves in various aspects through product consumption are more likely to engage in conspicuous consumption, and (b) the relationships between transformation expectations and conspicuous consumption vary across cultures. The delineation of relationships proposed ...
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    The Influence of Social Media Intensity and EWOM on Conspicuous Consumption 

    Amonrat Thoumrungroje (2014)

    An increasing number of people all around the globe are spending tremendous amounts of time in the cyber world on activities such as connecting with one another and searching for information. It is undeniable that social media, such as social networking sites (e.g. Facebook), micro blogging sites (e.g. Twitter), photo sharing sites (e.g. Instagram), and video sharing sites (e.g. YouTube) play a considerable role in peoples’ daily lives—changing the way people carry out their routines. This widespread consumption of social media has made an ...
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    International Market Expansion of ‘Jintan Nude’ in Thailand 

    Racela, Olimpia C.; Amonrat Thoumrungroje (2012)
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    The Moderating Roles of Organizational Learning and Strategic Flexibility on Marketing Strategic Change and Business Performance: Evidence from Firms in Thailand 

    Amonrat Thoumrungroje (Assumption University, 2016-01)

    Owing to the inconclusive results of prior studies on the strategic change-firm performance relationship, this paper extends the marketing strategy literature by specifically investigating the marketing strategic change phenomenon in a non-Western emerging economy. An emerging market context is of particular interest given that little is known about it while generating half of global GDP based on the IMF's World Economic Outlook in 2014. Unconventional to the existing stream of research, ...
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    The Perceived Ethicality and Efficacy of Fear Appeals: The Use of Graphic Warning Labels in Thailand 

    Amonrat Thoumrungroje (2012)

    Despite the noted persuasive effects of fear appeals in public health campaigns, there are criticisms of the ethicality of such appeals because they may create unnecessary concerns among audiences. This study examines the perceived ethicality of strong and mild fear appeals and their effect on attitude toward the package, attitude toward the product, and intention to change behavior in the context of an antismoking campaign launched in Thailand. A between-subjects experimental design involving 205 Thai smokers was implemented to measure the effects ...
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    The roles of intangible assets and website localization on the performance of Global Internet Startups 

    Amonrat Thoumrungroje; Rose, Jerman W, jt. auth. (Assumption University, 2005)

    Drawing 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 ...