AU Journal of Management: Vol. 10, No. 1 (2012)

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    The external ties of boards of directors and the execution of directors' function
    The present paper examined the influence of the external network ties of boards of directors on their execution of the monitoring, advising, and environmental scanning function. The results from multiple regression analysis indicated that the external ties of boards of directors did not decrease directors' involvement and contribution on the focal firm's board; rather such ties enhance the execution of directors' function. Ties pro- vided opportunities for directors to scan the external environment and acquire knowledge and skills which can be used to monitor and provide advice on the focal firm's board.
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    A study of luxury hotel guests' satisfaction in Bangkok, Thailand
    The study aims to examine critical factors and their impact on luxury hotel guests' satisfaction. The related attributes are guestroom, food and beverage, facilities, staff performance, location, convenience, incen- tive, and environment. The dependent variable is customer's overall satisfaction. Additionally, the research aims to examine the differences in each dimension of customers' demographic in terms of customer's overall satisfaction. Data was collected from four hundred respondents. Research :findings reveal that all factors signifi- cantly impact guests' satisfaction except hotel facilities and staff performance, and that there are differences between guests' gender, age, income, and nationality, in terms of customer's overall satisfaction.
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    Long term behavior of stock return and the U.S. quantitative announcement : evidence in Thailand
    This study examines the impact of the U.S. Quantitative Easing announcement on the stock market in Thailand. Many previous studies examine the effect of U.S. monetary policy announcement on the stock market in the other countries with a narrowly examined period. This study focuses on the long term behavior of the stock return in Thailand, so the examined period (event window) is expanded to Day -10 through Day 30. Two Quantitative Easing announcements are examined with 309 firm-announcement observations for the an- nouncement on November 25, 2008 and 344 firm-announcement observations for the announcement on No- vember 3, 2010. The U.S. Quantitative Easing announcements provide the negative effects on the Thai stock return on the announcement date. The stock return in Thailand negatively responds to the announcement one day before the announcement and becomes positive value within one week. In addition, there is the evidence oflearning curve in the stock market in Thailand.
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    The role of knowledge gap in person to person knowledge diffusion : a study of Thai multilevel marketing business
    Knowledge gap was found in experimental studies but seldom found with the perception measure. lbis study integrates the previous knowledge concept and develops a perceived measure to investigate the role of knowledge gap in Multilevel marketing businesses' knowledge transfer. lbis study constructed a knowledge diffusion framework and uses the structural equation modeling analysis to test the model. The findings reveal that source capability, recipient capability and knowledge gap, positively affect knowledge diffusion. The per- ceived knowledge gap initiates willingness to learn more from knowledge source. To improve knowledge diffusion within the organization, the presentation of expertise, authority and trustworthiness of a knowledge source are needed.
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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
    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.