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Understanding rural Chinese consumers' behavior : stimulus-organism-response (S-O-R) perspective on Huawei's brand loyalty in China
Yu, Zhiyuan; Worasak Klongthong; Jakkrit Thavorn; … - In: Cogent business & management 8 (2021) 1, pp. 1-20
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 … results of structural equation modeling (SEM) to analyze the relationship between brand involvement, brand familiarity, and …
Persistent link: https://www.econbiz.de/10012666174
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Determination of factors in cultural dimensions and servqual model affecting the corporate image of pharmacy retail stores
Worasak Klongthong; Jakkrit Thavorn; Suntaree … - In: Journal of Asian finance, economics and business : JAFEB 7 (2020) 10, pp. 875-884
Persistent link: https://www.econbiz.de/10012671498
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Effect of mid-roll video advertising value and perceived intrusiveness on Facebook viewers' response : the mediating roles of attitude and word-of-mouth intention
Jakkrit Thavorn; Puripat Trichob; Worasak Klongthong; … - In: Cogent business & management 9 (2022) 1, pp. 1-22
Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and …
Persistent link: https://www.econbiz.de/10014429098