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    The role of opinion leadership characteristics and brand commitment as drivers of brand-related Electronic Word of Mouth (EWOM) in Social Networking Sites (SNS) 

    Marissa Chantamas; Punnaluck Satanasavapak; Arpavadee Visetbhakdi (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 t...
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    Factors affecting fans' decisions to attend a professional basketball league in Thailand 

    Naglis, Michael; Pram Inprom (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 ...
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    Elucidating students' perception of themes employed in business communication 

    Wei, Eiaoxia; Ye, Yan (Bangkok : Assumption University, 2020)

    As mainstream literature in the business communication field has yielded a strong preference toward the specific skills required in the business field, this study aimed to elucidate students’ perceptions of the six main enduring themes, namely, rhetoric, technology, culture, dissemination, motivation, and impression, in current business communication instruction. A questionnaire survey was employed to determine the perceptions of 144 students toward topics they had already studied in a business communication course conducted in an intern...
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    Transformational leadership, workplace spirituality and organizational performance in a restaurant group in Indonesia: a study of the effectiveness of organization development interventions 

    Widjaja, Deborah Christine; Chavez, Gloria S.; Tayko, Perla Rizalina M.; Sirichai Preudhikulpradab (Bangkok : Assumption University, 2020)

    This study investigated the effectiveness of organization development interventions on transformational leadership, workplace spirituality and organizational performance at a restaurant group in Indonesia. The study followed an action research design, following the three stages, namely pre-ODI, ODI and post-ODI. Data were analyzed using a mix of quantitative and qualitative data analysis. The organization development interventions were directed at the participating leaders, who ranged from the top to the lower levels of the organization,...
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    Identification of service quality competency framework for the lounge attendants: a case of a privately-owned airline in Thailand 

    Nuchanart Cholkongka (Bangkok : Assumption University, 2019)

    Service quality is a critical competitive differentiator, particularly for A airways, which cannot compete with low-cost carriers (LCCs) based on price; the airport lounge service has been identified as a critical aspect of overall airline service quality. However, an established competency framework for airline lounge staff, and clear understanding of the competencies that contribute to service quality in airline lounges are currently lacking. This research was conducted to determine whether staff competencies influence the service quali...
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    The effects of team leader coaching on team members: an action research project at DHL Thailand 

    Yates, Thomas A.; Scott, Arlene (Bangkok : Assumption University, 2019)

    All organizations have their individual strengths and weaknesses. Keeping up with technology and finding an appropriate strategic focus is important, but the driving force to success lies with the engagement of employees.
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    Communication satisfaction, employee engagement, job satisfaction, and job performance in higher education institutions 

    Pongpipat Pongton; Sid Suntrayuth (Bangkok : Assumption University, 2019)

    This quantitative study investigates the relationships and impacts of communication satisfaction, employee engagement, job satisfaction, and job performance in higher education institutions in Thailand. Survey data were collected from 400 faculty members and staff who work in public and private universities in Thailand. The results from simple and multiple regression analyses show that communication satisfaction has a positive impact on job satisfaction and employee engagement; job satisfaction has a positive impact on employee engagement...
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    Developing and testing relationship quality model: the context of undergraduate business programs in Thailand 

    Suppasit Sornsri; Zhu, Bing (Bangkok : Assumption University, 2019)

    The purpose of this study is to develop a concept of the dimensions of relationship quality for students and lecturers, using the Investment Theory. The determinants of relationship quality drawn from the Social Exchange Theory and their outcomes were investigated. Past studies examined relationship quality in various contexts, yet were limited in higher education. Relationship quality dimensions are evolving and mostly capture only “want to” and “ought to” stay in relationships, hence, this study added a “have to” aspect. This study adop...
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    A study of employment opportunities for Myanmar graduates of Assumption University with special reference to Myanmar's labor market 

    Mon, Myat (Bangkok : Assumption University, 2019)

    In the past, the vast majority of Assumption University’s (AU) Myanmar graduates have tried to achieve better employment and higher socio-economic positions in other countries. English proficiency is a strength for AU graduates to obtain proper jobs, not only in Myanmar but also in other countries. Significant political reforms and economic developments in Myanmar have emerged since 2010. As a result, more employment opportunities have induced more AU graduates to work in their home country. On the other hand, these graduates have encount...
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    Effects of product quality, service quality and price fairness on customer engagement and customer loyalty 

    Dhasan, Darwin; Mayuree Aryupong (Bangkok : Assumption University, 2019)

    This paper examines the key relationship effects between the customer perceived value dimensions: product quality, service quality and price fairness on customer engagement in a holistic model, using structural equation modeling. Further, the study evaluated the direct and mediating effects of these factors on customer loyalty in the automobile industry, with sample data from 224 existing car owners, based in Bangkok. The study results illustrate significant direct effects on customer loyalty, with product quality, service quality, price ...
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    On new ventures' board of directors: formation, adjustment, and influences on internationalization 

    Kuo, Anthony; Kao, Ming-Sung; Nichanan Sakolvieng (Bangkok : Assumption University, 2019)

    To survive and grow, young firms must leverage different means, such as strategic alliances or founders’ personal networks, to access and acquire necessary external resources to overcome, or at least mitigate, the liability of newness. In this study, we found that the board of directors can serve as a means of resource provision for new ventures. We conducted a historical analysis and case studies on high-tech new ventures, in order to delve deeply into the processes regarding how boards are formed, how board members provide these resourc...
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    Moderating effects of Hofstede's cultural dimensions on the relationship between Aewom and Fewom in Thailand 

    Fukushige, Aya; Mayuree Aryupong; Phacharaporn Phijaranakul (Bangkok : Assumption University, 2019)

    This research aims to examine the moderating effects of Hofstede’s cultural dimensions at the individual level on the relationship between acceptance and subsequent forwarding of electronic word of mouth (EWOM) in Thailand. EWOM is currently considered as one of the most influential communication channels for businesses, marketers, and various kinds of consumers. Cultural values can also be a factor to influence consumers’ decision-making behaviors. Hypotheses were developed by adopting Hofstede’s cultural dimensions, but with the newly d...
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    The developing image of the divine : a philosophical reflection on the relationship between 'will' and 'love' from the perspective of F.W.J. Schelling's later philosophy 

    Anthony, Emily Marie (Bangkok : Assumption University, 2019)

    The most significant call of the human being is for ceaseless effort. Rilke’s1 poetry in the form of poetic language is quite appropriate to support the author’s vital aim in encouraging one’s own self and the fellow human beings for constant unceasing effort. Schelling’s Later Thoughts are influenced by mystics and theosophers such as Meister Eckhart, Jacob Boehme, Franz von Baader and Oetinger. The call of the human being is to make ceaseless effort in developing the image of the Divine in oneself by transcending ‘will’ to ‘love’. Accord...
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    Robust forex trading with Deep Q Network (DQN) 

    Sutta Sornmayura (Bangkok : Assumption University, 2019)

    Financial trading is one of the most attractive areas in finance. Trading systems development is not an easy task because it requires extensive knowledge in several areas such as quantitative analysis, financial skills, and computer programming. A trading systems expert, as a human, also brings in their own bias when developing the system. There should be another, more effective way to develop the system using artificial intelligence. The aim of this study was to compare the performance of AI agents to the performance of the buy-and-hold...
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    Political security abstacles and challenges of Timor-Leste's ASEAN membership 

    Soares, Deuladeu Elizabeth Florindo (Assumption University Press, 2018)

    The Democratic Republic of Timor-Leste has implemented its foreign policy by participating in various international organizations. To enhance its relation with other countries, particularly at the regional level, Timor-Leste is working hard to achieve its full membership in ASEAN and has already shown its seriousness to do so, submitting a formal application in 2011. This research focuses on political-security, aiming to find and describe the obstacles and challenges to political security in Timor-Leste, in support of the country joining A...
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    Strengthening employee's engagement in e-commerce business department through an ODI approach 

    Narachai Treetipbut; Aloni, Rita (Assumption University Press, 2018)

    This action research dissertation is aimed to enhance the level of employees’ engagement in a flux business environment that deals with e-Commerce business operations. As a start-up firm; the focal organization often experiences certain unalignments between executives and employees or even among employees themselves. This study is expected to add extra knowledge to an academic body; while, also enhancing business results via improved employee engagement. The paper aims to determine whether an existing engagement model could be re-applied t...
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    Online impulse buying behavior amongst undergraduate students in Tianjin, the people's republic of China 

    Zou, Tingting (Assumption University Press, 2018)

    The aim of this study is to understand online business, regarding impulse buying behavior amongst undergraduate students in Tianjin, China. This study concentrated on the Taobao.com platform, and considered variables of website quality (security, navigability, and visual appeal), hedonic shopping value (product novelty, fun and escapism), and product knowledge (word of mouth and social norms), to learn how online shop owners increase their profits by encouraging impulse buying behavior. The results suggest that Taobao.com online shop owner...
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    The effectiveness of blended learning: a case study 

    Anaraki, Firouz (Assumption University Press, 2018)

    Recent policy announcements by the Thai government: Thailand 4.0, and its education component: Education 4.0, advocate the use of innovation and digital technology in schools and universities to improve the quality of education. We explore here the effectiveness of blended learning at an institute of higher education with a case study for one subject taught at the undergraduate level at Assumption University. Blended Learning in this study is defined as supplementing traditional classroom lectures with an online eLearning course in the sam...
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    Language and attitudes of invisible minds: an appraisal analysis of cyber discourse 

    Deocampo, Marilyn F. (Assumption University Press, 2018)

    This study examines the interactions of different participants on Yahoo Singapore and Yahoo Philippines using the Martin and Rose (2011) Appraisal Theory, focusing on the interpersonal aspects of discourse, ATTITUDE is used as the framework for a Critical Discourse Analysis (CDA). Blogging in the cyberworld, as a different channel of communication, allows the people of a society to discuss issues that matter most to them. The method used to foreground the underlying discourse is an attempt to understand the influence of various elements o...
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    Tobacco smoking behaviors of baccalaureate students, Thailand 

    Kanyaphat Setchoduk (Assumption University Press, 2018)

    The smoking behaviors of youths and young adults have changed worldwide. This study aims to explore the tobacco smoking behaviors of a university students which includes the type, duration, amount, frequency, reason, addiction level, and family history of smoking. Descriptive cross-sectional study was used with the university students in Thailand. Proportional Random Sampling technique was used to recruit 440 participants from 10 faculties. Results revealed that 33% of participants were currently tobacco smokers. The t...
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