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    The relationship between brand equity, product attributes and purchase intention : a study of Sony digital cameras in Bangkok 

    Apiluck Thammawimutti; Sirion Chaipoopirutana, jt. auth. (Assumption University, 2005)

    This study examined the relationship between brand equity, product attributes and consumers' purchase intention toward Sony Cyber-Shot digital cameras in Bangkok. The researchers used four elements of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) to study the relationship tow_ard purchase intention. Product aftributes for this study were durability, CCD resolution, memory card capacity, easy to use, zoom distance, compatibility, size, design, and video record function. ...
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    An event study of the economic impact of professional sport teams on local incomes 

    Kaveepong Lertwachara; Cochran, James J, jt. auth. (Assumption University, 2005)

    Many cities have tried to use expensive incentives such as a state-of-the-art stadiums or tax exemptions to persuade major professional sport teams to relocate to or remain in their area. These cities do so because they expect a professional sport team to enhance the local economy. Jn this paper we utilize an event study approach to examine the economic impact of a sport team on the local economy. The results indicate a negative impact of a sport team on local per capita income in both the short and long-run.
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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 ...
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    An examination of the psychological contract in Thailand 

    Krisda Tanchaisak (Assumption University, 2005)

    This study aimed at investigating perceptions regarding psychological contract breaches, it examined the employees perception, the incongruence between the employee and organization s perceptions, and the employees perceived importance of each type of psychological contract. Neither party perceived that transactional psychological contract was breached. The employee reported the organization had breached the balanced and relational psychological contracts to a certain extent. The organization agreed it had ...
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    The regulatory use of credit rating : 

    Malinee Ronapat (Assumption University, 2005)

    This paper discusses the uses of crediting rating for regulatory purpose. It focuses on the Basel Accords and the use of credit ratings in the Accords to increase the safety and soundness of internationally active banks. The paper focuses mainly on the Basel Accords and rating of developing countries such as Thailand. In developing countries, the Basel Accords have an impact on the way financial institutions manage their reserve requirements for risky assets. Split rating and Rating shopping are also discussed as ...