Browsing ABAC Journal: Vol. 40 No. 2 (April - June 2020) by Title
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(Assumption University Press, 2020)
This research is one of the first to consider an emerging market, exploring the factors affecting the decisions of fans to attend a professional basketball league game in Thailand. Fan acceptability and fan base are important measures for a successful league in the early stages of development. The study extracted 19 factors from the literature and from in-depth interviews with a panel of experts. The factors were assumed to be potentially useful in achieving the goal of increasing both fan acceptability and fan base. A survey instrument was ...
The role of opinion leadership characteristics and brand commitment as drivers of brand-related Electronic Word of Mouth (EWOM) in Social Networking Sites (SNS) (Assumption University Press, 2020)
Previous studies on the antecedents of Electronic Word of Mouth (EWOM) have either focused on the opinion leadership characteristics of individuals, or on brand commitment. It is the aim of this study to combine these two separate streams of research by evaluating the impact of opinion leadership characteristics and brand commitment as possible drivers of EWOM on Social Networking Sites (SNS). It is found that brand commitment is indeed a strong driver of brand related EWOM. Brand commitment mediates the motivation to engage in EWOM by ...