Browsing by Author "Punnaluck Satanasavapak"
Punnaluck Satanasavapak (Assumption University, 2010)
The influences of the big five personality traits, virtual brand community motives and virtual brand community uses on virtual brand community engagement Punnaluck Satanasavapak (Assumption University, 2012)
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 ...
Understanding virtual brand community usage patterns in Thailand : a perspective on uses and gratifications Punnaluck Satanasavapak (Assumption University, 2012)