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    The influence of customer experience on behavioral response in lifestyle centers in Bangkok 

    Amornrat Pattarakitham (Assumption University, 2013)

    The purpose of this paper is to explore the influence of customer experience on consumer behav- ior towards lifestyle centers in Bangkok using the Stimulus-Organism-Response (S-0-R) model. In addition, the influences of the stimuli such as mall environment, customer-to-customer interaction, and mall tenant mix (variety), on behavioral response (revisit intention and desire to stay) were found in this study. A self-administered questionnaire was employed to collect data from customers who had visited lifestyle centers in Bangkok ...
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    The relationship between price deals, perceived quality, and brand equity for a high involvement product 

    Rachata Rungtrakulchai (Assumption University, 2013)

    This study aimed to investigate the impact of price deals and perceived quality on the brand equity in the context of brand knowledge and brand associations. This study extends the previous litera- ture on brand equity by focusing on how a consumer perceives brand in high involvement products. Eighteen face-to-face interviews were conducted to identify the product category for a high involvement product. Three hundreds and eighty-six sets of questionnaires were usable and completed. The findings supported that price deals ...