Now showing items 1-11 of 11

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    Are social media replacing traditional media in terms of brand equity creation in Thailand? 

    Gaan Muthukan; Kriengsin Prasongsukarn (2015-11)

    In Thailand, companies’ media expenditure is transferred to social media gradually since consumers are habitually online nowadays (Friedrich et al., 2010). Therefore, this research aims to identify the relationship of brand communications towards brand equity. The communications are divided to traditional media and social media. Moreover, for a deeper understanding, social media is separated into firm- created and user-generated social media communication. Additional factors studied are brand awareness, functional brand image, ...
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    Customer engagement as the moderating variable on brand engagement and firm’s performance in emerging countries 

    Donyawan Yotviriyapanit; Kriengsin Prasongsukarn (2015-11)

    Brand engagement is not a new term or idea for practitioners to emphasize on developing meaningful relationship with consumers. The main purpose of this paper is to examine and conceptually develop the brand engagement model, in order to investigate customer engagement as the variable that moderates the degree of brand engagement. The paper reviews the brand orientation that firms need to start as the fundamental idea when developing brand engagement. The paper also discusses the skepticism construct of customer engagement that ...
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    Environmental influences on Consumer‘s Purchasing Intention: A Study of Online Storein Thailand 

    Apichaya Siripokakul; Kriengsin Prasongsukarn (2015-11)

    Theinternet users is gradually growing in Thailand. This led to the changes in the way of doing business such as the traditional wayswhich have shops and store room are changing to the online store and it creates a stiff competitive advantage tothe organization tooperating the business (Peffers and Santos, 1998). The objective of this study is to determine whether website environmental influencesboth website quality and website brand have a relationship with customer behavior on purchase intention toward the online retailer and ...
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    Factors affecting customer loyalty: A case study of BCEL Bank in Lao PDR 

    Kriengsin Prasongsukarn; Sirion Chaipoopirutana (2015-11)
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    The Moderating Role of Culture Values on the Relationship between Role Model and Employees' Brand in the Medium Contact Services 

    Lalida Kaewshai; Kriengsin Prasongsukarn (2015-11)

    Prior to the internal branding and human resource management, employers’ brand was considered as a vital and powerful tool to support organizations’ sustainable development and employer-employee relationship. In line with this notion, employer branding is known as an adherent of a brand promise for internal branding, and employer brand emphasizes on employer’s reputation that support communication with external constituencies. To consider about the adherent of employer branding, a role model would be one powerful tool. However, the gap ...
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    Online Banking Adoption: an Empirical Analysis in Thailand 

    Kriengsin Prasongsukarn (2016-03)
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    A study of factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube 

    Tidarat Chungviwatanant; Kriengsin Prasongsukarn; Sming Chungviwatanant (2016)

    Understanding consumer's attitudes toward advertising is imperative for marketers/advertisers. This research aims to study the factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube. The independent variables are "entertainment," "informativeness, " "credibility," and "irritation." The dependent variable is "consumer's attitude toward a 'skippable in-stream ad' on YouTube. The researcher used convenience sampling and online survey to develop and distribute questionnaires to the target population. The target ...
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    A Study of Personality Traits affecting Facebook Engagement: A case study of popular Facebook pages in Thailand 

    Issariya Phongsiriphat; Kriengsin Prasongsukarn (2015-11)

    Nowadays social media has become an essential tool that marketers cannot ignore. It was employed to develop customer engagement, monitor customers’ feedback, and eventually increase company’s profit. The aim of this study was to examine two out of “Five-Factor Model” (FFM) of personality traits which consist of extraversion and openness to experience. Individuals with these two personality traits tend to interact not only with the close-knit group of people, but also the larger group of unknown people to satisfy their self-interest. ...
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    The Study on Factors Influencing Customer Satisfaction towards XYZ International Airline in Yangon, Myanmar 

    Mon, Mi Ei Ei; Kriengsin Prasongsukarn; Sirion Chaipoopirutana (2015-09)

    The purpose of this research study was to examine the relationship between airline image, service quality (in terms of tangibles, reliability, responsiveness, assurance and empathy) perceived value and customer satisfaction towards MAI airline in Yangon, Myanmar. Hence, it is necessary for marketers to understand the factors influencing customer to the airline. This research study focuses on investigating the difference among factors affecting customer satisfaction towards Myanmar Airways international airline. This study collected ...
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    Validating the cultural value scale (CVSCALE) : a case study of Thailand 

    Kriengsin Prasongsukarn (Assumption University, 2009)