Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and products. The objective of this research is to investigate the role of mid-roll video advertising regarding its perceived intrusiveness and value on viewers' response to those...

Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and products. The objective of this research is to investigate the role of mid-roll video advertising regarding its perceived intrusiveness and value on viewers' response to those...

This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement and brand loyalty in China and explored behavioral and attitudinal loyalty as two major components of brand loyalty. An exploratory mixed-methods design grounded in the...

Purpose – The purpose of this paper is to examine the use of environmental scanning (ES) in the new product development (NPD) process among small and medium enterprises (SMEs) in the Thai food processing industry. This study also shows that more extensive use of ES improves new product (NP)...

The research on medium‐sized finance companies in Thailand shows that companies with well‐organized and managed environmental scanning practices are recovering from the impact of the 1997 financial crisis and are able to respond to the hypercompetitive market context. The industry leaders...

A study of ABB, Shell and CP Group of companies in Thailand found that the scope and management of environmental scanning activities within organizations evolve continuously as a result of volatility of the environment and the diverse nature of businesses. In the case of ABB and Shell the...